News, digital streaming, and integrated viewing: The changing landscape from a reporter’s perspective

By Senior Account Executive Erin Nichols

News regarding our clients, whether on TV, in print, or online, makes a huge impact. It’s a barometer of their reputation and helps identify what the public deems important. Many of my teammates here at The DeBerry Group have worked in news or public relations, so this significance is second nature to them. The importance of the media in crisis communication, marketing, public affairs, and governmental relations has been apparent for centuries, and will continue to be well into the future in whatever form it takes.

When I first started my career as a TV news reporter in Beaumont, Texas in 2011, TV news programs were our primary focus. However, digital channels were quickly beginning to play a role in day-to-day duties. As a “green” reporter, I was responsible for every aspect of the news operation from content creation to production of segments to on-air delivery. In addition to televised stories, reporters were also required to create and post content daily on to the station website.

Erin Nichols

Fast forward a short five years later in 2016 — the newsroom continued to evolve. As a reporter in San Antonio, I was now tasked with creating content for social media, in addition to posting content to the web. Our daily charge included three original Tweets on Twitter (Retweets didn’t count) and one Facebook post. We were also constantly experimenting with new ways to engage viewers digitally through apps such as Videolicious (a trendy app that quickly disappeared).

Today, digital departments in newsrooms almost outnumber the on-air teams. As news stations scramble to keep up with the ever-growing number of viewers who have “cut the cord” (quitting cable service altogether and relying on online, streaming, and antennae service), broadcasting companies are turning to the web to stay competitive. Take, for example, local news shows streamed through devices such as Roku, Amazon Fire, and Apple TV, or even daily local station news briefs that can be heard through smart speakers like Amazon’s Alexa and Google Home.

TV news, along with radio and print, must continue to evolve with viewers, listeners, and readers. Likewise, smart marketers and communicators must understand how news is delivered, consumed, and how these channels and preferences continue to evolve.

I chose to join The DeBerry Group because of the agency’s mastery of this ever-changing landscape. Just like how TV news stations have to think on their feet and stay vigilant, we are ever-aware of how the industry’s changes may make waves for our clients. It’s a true understanding of how the smartphone revolution has created a new dynamic in the way information is consumed — whether marketing messaging, hard news, or the ripe area in-between where brands live in social content, informational blogs, video, infographics, and more.

The daily newspaper or your local news station isn’t the only way the public receives information anymore. Integrated marketing begins with strategy and reputation and carefully considers the media landscape, digital channels, social apps and networks, out-of-home, print, broadcast, public relations, direct response, the entire marketing toolkit, and choosing the most efficient and advantageous tactics to meet given objectives.

TV news, along with radio and print, must continue to evolve with viewers, listeners, and readers.

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