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Vocus State of the Media Report: Julie Holley

Julie Holley

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In 2012, the TV industry will continue to compete with other types of media. Since there are many vehicles from which people can now consume news, television has to keep up with that, noted Julie Holley, managing editor of television content at Vocus Media Research Group. In an interview, Holley dished on highlights from her analysis in the recently released Vocus State of the Media Report.

As television newsrooms have diminished, stations have turned to newspapers for in-depth reporting, noted Holley. “I know a lot of people may not believe that, but TV doesn’t have the money and the resources to do the investigative reporting,” she said. Stations have allowed newspapers to do the legwork and then followed up with their own story.

But now investigative reporting seems to be returning to some stations. Holley believes that during economic recessions, the suffering masses feel vindicated when a corrupt company or politician is brought to justice. “Just like the economy is in waves, so it seems with investigative reporting. I think it’s [investigative reporting] picking up steam, I think it’s popular right now because people are just ready to see that kind of stuff,” she said.

Meanwhile, stations are now using video capabilities on the Internet to offer extra material not seen on broadcasts. But this is not because the television industry has had a sudden surplus of resources. They are taking those 30 seconds of interview that didn’t make it on TV because there wasn’t enough time, and posting it online as bonus material. “In that way, I feel like they’re sort of filling the role that the newspaper does, offering that background information,” Holley said.

The shedding of newsrooms has also resulted in more work for journalists. The advent of social media only added to the workload. Now, reporters are not only doing two to three jobs during the workday, they’re continuing to work long after they have punched out, constantly updating their Twitter feeds. “I think the stations are encouraging the use of social media, but I think the journalists see the advantage of publicizing themselves and keeping their name out there, and being popular and being the person people turn to for their news,” she said.

Holley suggests that PR pros reach out to journalists by building a relationship, but also by getting on social media. These days, journalists are on social media as well and if a PR pro is visible, the chance of getting noticed is much higher, she noted. “Just like the viewer has so many choices for news, the journalist has many choices for where to get story ideas, so breaking through that and getting their attention is even harder than it ever was before because there are so many different things that are capturing their attention,” she said.

For more developments and tips for pitching the television industry, check out the interview with Holley on the Vocus blog or download the full Vocus State of the Media Report.

–Katrina M. Mendolera

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