This is an excerpt from the first:
“If you are interviewing PR agencies, a good question to ask is: ‘what business are you in?’ If they say: ‘Getting you media coverage, building visibility,’ politely show them the door.
The reason is that any agency worth its salt knows that press coverage will happen. But in a sea of noise and info choices, it is the ability to break through and connect with audiences that makes the critical difference. In short, the correct answer is the ‘attention business’. And getting attention – quality attention – is getting more challenging every day.”
The second story said:
“Sure, many still turn on the TV to stay on top of current events, pick up a newspaper or magazine, or type in the URL of their favorite news site. But, more often than not, they are getting news from aggregators, sharers, and curators—whether via algorithms (in the case of LinkedIn and Facebook), from their friends on Twitter, or via professional curators such as Huffington Post and BuzzFeed.
Where does that leave you if you are readying a launch or you have news to promote? To get the attention of your intended audience, you need to understand how and where they get information—and work hard to ensure that your news is right there.”
The third piece further explains:
“Much of the problem has to do with information overload. How do people cope? We scan. We prioritize. We note what’s trending. Google and the social networks track our content engagement, and adjust news feeds accordingly. People stir the content soup in myriad ways and, in doing so, affect their popularity.
The result is that the architecture of content and news distribution has changed. It’s no longer primarily top down. Sure, big media still has reach and influence, but the revolution is by and large user-driven, with a healthy dose of platform and algorithmic selection thrown in.”
The challenges are clear – info overload, media fragmentation, changing information flows and consumption trends – what is the solution? The above stories provide some answers. I urge you to click the links and read them.
But if it were so easy, we wouldn’t need a whole blog like this to break it down – right?!!
The Hack the Feed ethos is not about hacking in the black hat sense. It embraces technology solutions – but is driven by an understanding that you must start with information consumer – and communicate on their terms. It is about earning a place in increasingly inundated attention spans, breaking through with content that is read, makes an impression and inspires action.
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