Branding and advertising messages can be both offensive and defensive – which may be why it seems to be everywhere these days. Added to the barrage of news and other content coming in to your RSS reader, news apps, email newsletters you’re subscribed to, social media streams, your work and personal email inboxes–you’ve got information overload.
We no longer need to search out the news–the news finds us. A study on media usage and ad exposure revealed that a typical adult’s daily media consumption was nearly 10 hours. In addition, other studies support that various message exposure is in the range of 3,000 – 20,000 a day for each person. Whoa! No wonder we so often feel overwhelmed!
And, that’s the “average” person. Imagine how journalists and bloggers must feel. Journalists have to be masters of information management—especially given that they are receiving upwards of 100 pitches a day. (Makes my head hurt just thinking about it!)
As The Media continues to evolve many newsrooms have switched to more hyperlocal formats, and journalists are finding that they are wearing other hats beyond that of journalist, including business person and manager.
Seth Godin wrote and has famously been quoted, “Once you overload the user, you train them not to pay attention. More clutter isn’t free. In fact, more clutter is a permanent shift, a desensitization to all the information, not just the last bit.”
To simply stop issuing press releases or pitching the media isn’t really an option, so how do you keep yours from being lost in the thicket of information and adding to the fatigue of digital overload?
How are you tailoring your media outreach to fit the evolving needs of journalists and bloggers? If you’ve given your press release or pitch a makeover to keep up with the times, how successful have your efforts been? Please share your thoughts!
A version of this post originally appeared on Fresh Ideas in December of 2010 and was updated in June 2019.