{"id":422,"date":"2023-03-14T16:20:06","date_gmt":"2023-03-14T16:20:06","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=422"},"modified":"2023-03-22T18:37:04","modified_gmt":"2023-03-22T18:37:04","slug":"how-media-companies-fit-into-the-fifth-estate-2","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/how-media-companies-fit-into-the-fifth-estate-2\/","title":{"rendered":"How Media Companies Fit Into The Fifth Estate"},"content":{"rendered":"

The following is a guest post from Future Buzz community member\u00a0Geoff Livingston.\u00a0If you\u2019d like to contribute thinking here, please\u00a0read the guidelines.<\/em><\/p>\n

One of the rising memes in the marketing social web is the idea that\u00a0every company is a media company, and in large part due to this blog. In\u00a0Welcome to the Fifth Estate<\/em>, a core topic focuses on how companies become a part of the independent Long Tail of voices and content creators.<\/p>\n

That\u2019s the whole principle of\u00a0the Fifth Estate, a theory originally proposed by Professor Stephen Cooper in the mid-2000s. Every company, every person, every individual can use electronic media tools to 1) provide their own voice and 2) hold traditional media and power structures accountable. In fact, using these tools companies can compete with traditional voices.<\/p>\n

The benefits are many. From winning in the court of public opinion and developing loyal customer communities to SEO \u00a0and tangible ROI through carefully woven calls-to-action, a company can achieve much through its media offering.<\/p>\n

Several examples have come to prominence over the years. In the mid 2000s, GM contested media reports with Vice Chair Bob Lutz writing on\u00a0the FastLane blog. Curt Schilling contested baseball writers, and eventually became a primary source for news with\u00a038 Pitches.<\/p>\n

In recent years Procter & Gamble has entertained millions with the\u00a0Old Spice Guy, its 10 million person\u00a0Pringles Facebook page, and its somewhat gross\u00a0Pepto Bismol Facebook page. More recently, Cisco turned its PR page into a news site called\u00a0The Network, which includes pieces written by independent journalists.<\/p>\n

Really there are so many examples of companies creating content successfully, the question isn\u2019t can you do it. It\u2019s why\u00a0aren\u2019t<\/em>\u00a0you doing it?<\/p>\n

Often companies wrestle with ways to approach creating great content and serving an audience. Invariably, all of these methods involve getting out of messaging approach, and becoming a true media company that serves related meaningful information and\/or entertainment that serves a core stakeholder group(s).\u00a0This runs counter to how a generation of marketers have been conditioned, which is why it is such a difficult concept for most to grasp.<\/p>\n

One can take\u00a0a trade journal approach\u00a0with an editorial mission. There is the entertainment route with\u00a0fun content. Can\u2019t create your own content? Then\u00a0curate others\u2019 media\u00a0in a useful way to your stakeholder communities.<\/p>\n

There are so many options to serve stakeholders, it\u2019s hard to imagine that your company can\u2019t find a way. Imagination is the only limit. Joining the Fifth Estate just comes down to culture, capacity and creating the actual content. Easier said than done, but that\u2019s the nuts and bolts of\u00a0tactical execution.\u00a0Modern marketing and PR pros\u00a0can do it.<\/p>\n

Is your company a media company?<\/p>\n

Geoff Livingston\u00a0provides superior communication consulting, training, and strategy to help mindful organizations affect social change. He has worked as a public relations strategist in the Washington, D.C. region for more than 17 years.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The following is a guest post from Future Buzz community member\u00a0Geoff Livingston.\u00a0If you\u2019d like to contribute thinking here, please\u00a0read the … <\/p>\n

Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":1356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[],"class_list":["post-422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz","category-digital-marketing-and-pr","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/comments?post=422"}],"version-history":[{"count":1,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/422\/revisions"}],"predecessor-version":[{"id":423,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/422\/revisions\/423"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media\/1356"}],"wp:attachment":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media?parent=422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/categories?post=422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/tags?post=422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}