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The importance of embracing both old and new media

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Sara Jeffers is an account coordinator with Red Shoes PR.

I’ve watched the news as long as I can remember. Growing up, my parents used it as a way to unwind after work, and although us kids would’ve much rather been watching something fluffy, I eventually grew to enjoy it.

As my life has changed, so have the ways I obtain the news. Websites, online video, blogs, Facebook, Twitter and plenty of RSS feeds supply me with all the information I can process. At any given time, I’m watching a newscast on my laptop while viewing a rapidly changing Twitter feed from the local newspaper and listening to CNN that serves as ever-present background noise in the office.  Like many others, it’s so important to me that information is portable and accessible. My life doesn’t allow me to catch the five o’clock news often, and I know I’m not alone in that statement.

In October, I attended an engagement where social media entrepreneur Peter Shankman spoke about the importance of connecting with an audience to find out how they want their information delivered. “Ask your audience how they’d like to receive their information, and 90% of them will act on it,” Shankman said.  With that being said, there is still a very large demographic that chooses to get their information via the morning news, a demographic that is a target to the majority of our clients at Red Shoes PR.

Recently, I had the opportunity to accompany my colleague and a client, GingeRootz Asian Grille, to a live morning show. They were invited to promote the restaurant’s new sushi menu and help anchor Angela Kelly create her first sushi roll. Upon arrival, the first things I noticed were the various sets within a set. The news desk, kitchen set, sports desk and weather screen looked much different than I anticipated. The director was seamlessly transitioning the anchors throughout different clips and segments. The team was like a well-oiled machine, and I was like a kid in a candy store. Who knew I would get so excited about the news, a medium I thought I was too cool for or outdated beyond my years?

Needless to say, my experience behind the scenes at that news station caused me to take another look at television news. Doing so has even brought me back to my childhood, reminiscing back to the dinner table with my parents. Now if only I could get the broadcast streaming live on my phone…

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