miércoles, agosto 13, 2008

Relaciones Públicas: La "gente real" como portavoz

Mi jefe de jefes, Richard Edelman, ha comentado una reunión que sostuvo con gente de la revista Time y del New York Times. Ofrece unos datos sorprendentes:
The New York Times web site is attracting 37 million monthly unique visitors from outside of the US, almost twice as many as the 21 million from the US. The non-US circulation for Time’s print products is about ¼ of the total of 4 million.

The content of Time outside of the US is more skewed to business. Fifty percent of the content for each edition is generated from the US, the balance from regional bureaus. According to Elliott, “the reader is interested in issues outside of the region. He or she is a globally minded person.”

The Time International reader is making at least 100,000 Euros, is a frequent flyer, and speaks a second language fluently.

Time has folded its Time Asia and Time Europe web sites into a single global Time.com web site as of 18 months ago.

The need for speed in posting content has led to a fundamental re-ordering of the editor’s job. Bowley told me about one of his reporters was in Berlin covering Senator Obama, moving from event to event. The reporter received a copy of the speech in advance and had written some parts of the story. The reporter called Bowley from the scene and gave his impressions. Bowley then wrote several paragraphs to provide context to the article, which was then posted to the web site. The reporter later edits the piece from the field with observations from third parties or participants.
Richard indica que la gente de RRPP debemos ser más activos y tratar de adelantarnos todo lo que sea posible para facilitar información y fuentes a los periodistas, incluso antes de que sucedan los acontecimientos.

En relaciones públicas solemos enviar notas de prensa por adelantado para que los periodistas puedan preparar con más tiempo sus notas.
Se llega a un acuerdo de embargar la información hasta un momento determinado y así se asegura que la noticia no sea "pisada" por nadie.

A mí se me ocurre que también se puede proveer contexto a los editores facilitándoles las versiones de gente real, de personas que escriban en blogs o que tengan perfiles en redes sociales.

La opinión de expertos tiene credibilidad, pero cada vez más las personas "normales" van ganando en este ámbito.

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