There is still a place for traditional media

I attended a digital meetup event the other night in Glasgow. One of the speakers mentioned something that got me squirming… the way he delivered it didn’t help much.
The speaker (we will call him Joe) was promoting his social media platform. Amongst a colourful array of swear digimediawords he said to the audience several times “journalism is on its arse”…

Unfortunately Joe didn’t take into account the speaker after him was in fact a journalist from Channel 4…. *awks*

When I think about it… Joe’s main focus is his social media platform. Hence traditional media would not be on his radar. This got me thinking… a lot of people who enter digital/social media jobs after Uni may not require the skills for traditional media.

It’s more those trained in traditional media that are required to adapt their skills to integrate digital into their role- in response to the ever changing media landscape.

Perhaps this is what Joe failed to recognise and as a result he could only base it on his own experience.

If Joe had done more research he would have offered more insight on his own views.

Also a little research on the other speakers wouldn’t have done him any harm. At least he could carefully craft his views in an appropriate way and provide reasoning… rather than slandering other peoples professions.

New media v traditional media 
uk imageI completely understand new media has changed the way we communicate. In fact, statistics in 2015 indicate 59% of the 64.1 million people living in the UK are active on social media. believe it or not… traditional media still plays an important part in UK media. The Digital Reuters report 2015, states a total of 83% of the UK population still rely on offline broadcasters and 63% on newspapers. Surprising eh?!

As much as journalism is not what it used to be and is perceived to be declining… the stats show there is still a high demand for traditional media.

This nifty report can be found here…  (A good resource if you are in digital and working on digi work reports).


Peter Geoghegan from Channel 4 responded to comments made by the previous speaker. He acknowledged the media landscape has changed, but highlighted he wouldn’t feel comfortable relying solely on bloggers for news and factual information. Correct!

Peter mirrored my own thoughts. When something goes viral on social media – traditional media tends to provide the stamp of approval for factual accuracy.

Yes, the media landscape has changed and social media plays a huge part of that. However as much as journalism doesn’t have the same impact as it once did. There is still space for it in a new media world, particularly investigative journalism.

Integration is key! Clever thought and innovation should be considered to Social-Media-PRmaximise the potential of both traditional media and new media. Traditional media will still provide the reach you need and new media will enable engagement with your own audiences.

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