Feeding the Media: Are You Satisfying Their New Appetite?

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DixPatrickBy Patrick Dix, Sr. Public Relations Manager at SHAZAM


“Life moves pretty fast; if you don’t stop and look around every once in a while, you could miss it.”


That line from the movie “Ferris Bueller’s Day Off” happens to be one of my favorites and, believe it or not, it actually applies to your institution. The key is this — don’t miss the opportunities that are right in front of you.


For the last 25 years, I’ve watched changes occur in journalism at breakneck speed. When I started as a reporter, I was using a typewriter and there were hours between newscasts. By the time I ended my career in broadcasting, news reporters hardly used desktop computers and the hours of news produced locally nearly doubled.


These changes don’t just affect journalists. Today, financial institutions have an unprecedented opportunity to partner with local media. New trends in journalism allow you new avenues to offer expertise and opinion, while gaining brand recognition, credibility and free advertising for products and services. You simply need to feed the media’s new appetite, and here’s how.


With newspaper, radio, magazine and TV all focusing more of their attention on their online product, reporters need information and need it fast. In newsrooms, reporters call it a “Digital First” philosophy. News is presented as it happens — on social media and websites — with stories coming in small snippets and incomplete tweets and posts, not maturing into full-fledged stories until the end of the day.

This rise in social media use (Facebook, Twitter, YouTube, Instagram, etc.) is allowing the conversation around issues and events in your community to happen 24/7. In this environment, reporters will be the first to tell you they need more help finding stories.


So ask yourself: How can I help? How am I sharing my institution’s story? How does my institution contribute to the conversation? Is my institution ready to feed the media?


Without the right answers, you may find new business opportunities moving at a pace you can’t keep up with and your financial institution simply missing them.


Patrick Dix is Senior Public Relations Manager at SHAZAM. He manages the SHAZAM Network’s public relations efforts, where he serves as the main company spokesman. Patrick uses his expertise to lead all social media channels, write articles for trade associations, create press releases for the Network and provide media training to financial institutions. Patrick lives in Des Moines with his wife, Sally, and their twin boys, Will and J.T. In his spare time, you can find Patrick golfing, fly fishing or reading a good book.