Dealing with the News Media in the 21^st Century

© Copyright 2000, Wilson Group Communications, Inc

What will it be like to deal with reporters in the 21st Century? How will it change? Are you ready for it?

To see where we're going, let's look at where we've been.

The CNN-effect has created a thirst for LIVE coverage of news, anytime... anywhere. If there's news, there will be media.

The rush to be FIRST will continue to impact news coverage. Spokespersons will find little time to prepare themselves. The news will continue with or without them. A time cushion is a luxury neither you nor the news media can afford.

People will want their news NOW and the news media will be armed with the equipment to bring it to them.

Competition among news gathering organizations will get even more heated. More networks, more cable, more news publications, more Internet. The Internet's influence on gathering and disseminating news will continue to grow.

Reporters will continue to look for "real people," rather than "talking heads" and image, animation, credibility, accountability and sincerity will be even more important.

Being prepared to deal with a changing media will no longer be an option, but a necessity.