Tuesday, June 18, 2013

A BuzzFeed post sponsored by Ben & Jerry's. While they're website is linked and their Facebook page promoted, they are not actually listed in the article.

The New York Times recently made its own news with rumors circulating, claiming it is considering letting advertisers sponsor articles on the web, taking cue from popular sites like BuzzFeed.

The topic showed up in a PR discussion group and garnered a strong reaction:

At first I was surprised by the strong reactions as sponsored content is nothing new. Open any national magazine and you’ll find advertorials and product placements right alongside traditional print ads and feature stories. Yes, these are different, and yes, people should know what content is being paid for vs. what has actually been earned, presumably by a PR pro. After all, by its most basic definition, isn’t PR about product placement – getting your client in front of the right audience through mass media outlets?

(Don’t get me wrong – I would be offended if someone thought all I did was glorified product placement. It takes strategy, skill and a big heaping dose of ETHICS to equal good public relations. Media relations is also just one part of a comprehensive public relations campaign.)

So how will PR be affected by sponsored content? I could see two sides: One that paints sponsored content as the bane of PR’s existence, or the one that simply adds sponsored content to our long list of PR tactics.

The former is easy to see – the coverage is paid for, which pretty much goes against the point of PR, and blurs the line of ethical journalism.

As for the latter, while we wouldn’t want to pay for our clients’ media coverage, the essence of sponsored coverage is creating compelling content that relates back to the brand – a skill dominated by PR industry folk.

What do you think? Should we embrace sponsored content by finding the median between PR and advertising, or should we attribute it to the furthering decline of hard journalism?

 

 

 

Fun fact – HMA’s own Scott Hanson was once an ace television reporter.

It’s true – and it was in the 1980s, so he did it with a PERM! (think Mr. Brady in the later years of the Brady Bunch).

Much like our Mr. Hanson, we have another ace television star in our midst – one who is celebrating his first year since leaving television for the bright lights of public relations this month!

His name – Jeremy Stevens.

In a former life (well, a year ago), he worked in Colorado and Missouri as a weekday anchor, reporter, and producer (even working in the same market as fellow Media Monday profile Marie Saavedra) before heading to Arizona last summer to take a job with the DC Ranch Community Council. In his role, he handles all communications to residents of the affluent Scottsdale ‘hood, and also edits/produces the DC Ranch News, a monthly tabloid-size magazine focused primarily on the area, but also on the events and news issues impacting Scottsdale as a whole.

With that – I’ll hand it over to Jeremy.

 

So, Jeremy – what do you want to tell the blogosphere today?

 

This time a year ago I had just spent two days driving a moving van across the Southwest with my dad. What a Father’s Day!

After nine fun and eye-opening years in the broadcast news world, I was ready for a change. I knew growing up that I wanted to be a television reporter. But as they say— be careful what you wish for.

Growing up in Seattle, I came from a family full of UW Huskies who practically bled purple and gold. So what do I do— I chose to attend the arch-rival Washington State University and become a Cougar. Thanksgiving was never the same.

I proudly graduated from WSU’s Edward R. Murrow School of Communication and landed my first job as a reporter/producer and eventually weekday anchor at KJCT, the ABC affiliate in Grand Junction, Colo. After a few years I moved even farther east to take over as weekday anchor at KSFX, the FOX affiliate in Springfield, Mo.

One week into the job, I heard my first tornado siren. Natural disasters such as tornados, floods, and monumental ice storms defined my experience covering news in the Midwest. It was a sobering experience to meet with families and victims of natural disasters who somehow found it cathartic to speak about their loss on live television.

After years of covering difficult and often negative topics, I needed a change. So as many broadcasters do, I decided to jump into the world of PR and marketing.

My family now lives in the Phoenix area and I couldn’t have been luckier to find a job in the Valley— especially with an organization like the DC Ranch Community Council.

This transition has been a natural fit since I can use my video editing skills to enhance the existing communications platforms within the community. I also contribute news articles and edit Ranch News, our community newspaper. The team of professionals I work with makes my job a true joy and I honestly look forward to coming to work each day. The view of the McDowell Mountains isn’t bad either!

We are always looking for unique stories or partnerships that may positively impact residents and stakeholders of DC Ranch. Feel free to email me with any suggestions at jeremy.stevens@dcranchinc.com.

Hope to see you around the Valley, and Go Cougs!

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