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Journalists’ new outlet: Repurposing our skills to meet today’s demand

Wednesday, May 27th, 2009

By Suzanne McDonald
Designated Editor

Purists will cross their eyes at the notion of journalists becoming corporate advocates. Hey, we gotta eat, right? There’s a place for us, it’s just unfamiliar.

Never before has written communication played a greater role in everyday decision-making. Few decisions, especially major ones, are made without research. Journalists should pay heed.

Companies, meanwhile, should also listen up. Research does not constitute poring through mass infusions of blatant self-promotion.

Here we have: Peanut butter and jelly. Throw in a high regard for ethics, and everyone wins:

  • Journalists, after retiring that title, will get to eat;
  • Organizations/Corporations will be heard, and most importantly will have the opportunity to listen;
  • Best of all, buyers win overall: They’re heard; they buy; they get what they want.


Isn’t that the mission of journalists: to educate in an unbiased manner?

Blogging and community-building, hosted by corporations and nonprofits, is our new medium.

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Why press releases are irrelevant and blogs are a better option

Friday, February 6th, 2009

When you’re sending out a press release, what are you trying to achieve? How often is it successful?   

Having spent most of my career in newsrooms, I’ve seen radical changes. Of course, there are the ones we all hear about – reduced staffing, smaller news hole.  But what the average sender of press releases doesn’t realize:

  • Newsrooms are flooded with press releases everyday.
  • Often, the employees opening them are coops who have the least experience.
  • Additionally, if the press releases make it past the gatekeepers, a smaller staff is still chasing the big stories.


Does yours really qualify? Maybe to you, but to the majority of the readership?

Just skip it; really, now there’s a more efficient, more effective way that even offers you greater control. No troubles with harried reporters getting the facts muddled; you control the message.

And a firm such as Designated Editor can ensure your message is and on-target relevant. Just like a news editor, we evaluate and relay your news in a meaningful way to your target audience. Best of all, you’re the publisher!

But before you get all Citizen Kane, this tool must be managed effectively. Just as a blessing quickly becomes a curse, you would do well to obey the laws of this new media.

First: Make sure your community of readers, prospects, clients, and even physical neighbors feel welcome.

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