|
|
|
GlobalPost's Newsworthy Business Model Views from a 'shoe leather' foreign correspondent | Over the years, the phrase "By Charles M. Sennott" on a newspaper article signaled a hard-hitting dispatch from some far corner of the world. This well-earned reputation was never clearer than at
PRSA's recent annual meeting. Trading his reporter's notebook for a microphone, Sennott treated PR practitioners to an engaging and off-the-cuff discussion ranging from the future of the news media to his new editorial venture, GlobalPost.com.
A native of the Boston area, Sennott
broke into journalism with the New York Daily News as
a special assignment reporter and city editor. There, he became one of
the first staffers on the scene of the 1993 World Trade Center bombing in New
York City.
Sennott's career eventually landed him back home with the Boston Globe, where a series of reporting roles on the international desk led to his being named the paper's Middle East bureau chief. From his base in Jerusalem, Sennott covered the region from 1997 to 2001. Momentously, that final year, he accepted reassignment to London. He was there as the Globe's European bureau chief when the Sept. 11 World Trade Center attacks occurred. As a "shoe-leather, go where the news is happening" foreign correspondent, Sennott was one of the first
journalists on the ground in Afghanistan to report on America's initial military response. Later he found himself at the front lines again in the subsequent war in Iraq. He returned to the U.S. in 2005,
where he was named a Nieman Fellow at Harvard University.
In early 2009, Sennott partnered with Phil Balboni, founder and president of New England Cable News, to inaugurate a media outlet for delivering in-depth international news reports filed by in-country correspondents.
In the
current economic climate, why launch a new press organization?
The newspaper industry's
dire financial state is scarcely news to anyone. Pressure from a weak economy and the loss of audience to internet-based media outlets has forced many leading papers into Draconian budget cuts that eliminated foreign bureaus. A list publications that shuttered overseas offices reads like a Who's Who of journalism: the
Boston Globe, Chicago Tribune,
Philadelphia Inquirer and the Miami Herald. Needless to say,
it means readers are seeing a lot less international news
coverage.
"We used to have a lot more eyeballs
covering the world," says Sennott. "Phil Balboni and I partnered to fill
the void of foreign, international journalism."
The startup of GlobalPost is not only about the launch of another publication, but is
also a look at how the news industry can evolve to survive and thrive in the
years ahead.
According to Sennott, great journalism
has great value. GlobalPost embodies this value by going beyond what wire services or bloggers can deliver with content from more
than 65 correspondents in nearly 50 countries -- all of whom have deep, on-site reporting experience with newspapers and news services.
GlobalPost's business model rests on
three revenue streams: online advertising, syndication of content and some subscription fees. The organization's earliest syndication partners included the New York Daily News, the Huffington Post Web site and the Newark Star-Ledger, as well as
notable international publications like Hong Kong's South China Morning Post. The main site is free, but subscriptions apply to premium content and membership privileges (like the ability to join its
online community and to help determine what stories correspondents cover in-depth).
So, as GlobalPost.com pursues this approach, what is the future of its print-based relatives?
"Newspapers have gone the way of the
clipper ships," Sennott asserts. "A newspaper is only one product. It would be more
effective to rethink their business models and call themselves 'news organizations.'"
Sennott calls GlobalPost a hybrid news
organization. In addition to its three revenue streams, the
organization distinguishes itself in the way it compensates employees. Correspondents are salaried at rates above what other major
newspapers pay foreign correspondents and their compensation includes shares in the
venture that vest over five years. Sennott also believes GlobalPost,
through its online community, allows journalists based in locales around the
world to experience the traditional "water cooler culture" and talk with their
colleagues to get feedback on stories.
GlobalPost executives believe that the organization
will be profitable in 2012. It's pretty much a guarantee that much of the
editorial world will be watching, and hoping to learn from their experience.
|
PRSA Honors Practitioner Barbara Wellnitz Wins Diane Davis Beacon Award for Lifetime
Achievement
|
Barbara W. Wellnitz, of Brewster, Mass., has been honored with the Diane Davis Beacon Award for Lifetime
Achievement by PRSA Boston.
The prestigious Beacon Award is made by peers among members who earned their
accreditation in pubic relations (APR), as Barbara did in 1994. An active
member in Chapter leadership, Barbara also was awarded the national society's
highest honor by election into the College of Fellows, an honorary society
representing the top 2 percent of professionals
in a society of 20,000 members.
Barbara's background includes journalism,
business management, agency management, solo practice as a public relations
counselor, agency owner alongside Hugh Ryan of
Ryan Wellnitz & Associates, and 12 years of active service on the PRSA
Board.
 While serving PRSA, running a business,
writing articles and leading workshops, Barbara
found time to serve as a Trustee at Green Mountain College,
one of her alma maters. She was elected to GMC's Board in 1997 and served as
chair of the Board of Trustees from 2003 to 2009. In her term as leader she spearheaded two national searches for
Presidents of the College and oversaw a successful capital campaign.
"Barbara Wellnitz is an outstanding individual
professionally, ethically and personally," said Ann Getman, APR, at the Chapter's recent annual meeting. "She's been an inspiration to her colleagues, clients, peers and the
community with her qualities of strategic and practical skills, intelligence,
integrity and humility."
|
|
Twitter's No Wall Street Journal Replacement Making a case for traditional journalism in a social media world
|
By Henry StimpsonThere's so much excitement about social
media that it seems many people think all you need in your PR tool chest is
Facebook and Twitter.
Guess what? Most people don't get
their news from Facebook. And Twitter isn't the sole communication channel in
America. Most people still read trade magazines and Web sites, still
watch news on TV instead of YouTube and still read newspapers, be they the inky or digital variety.
This point was brought home to me when I
spoke to a new client who just signed up with us. Several PR consultants
submitted proposals. The client, who offers an online vocabulary-building
service, said he chose us because we were the only one who offered a detailed
plan to get them coverage in the news media.
All the others talked only about "going
viral" and the like -- but this young company already knew how to do that quite
well, thank you. Traditional PR was what they didn't know how to
do.
Amplifying Coverage with Social Media
Many companies are effectively leveraging
their media coverage with social media. For instance, one company I work
with immediately republishes their bylined articles on its Facebook fan
page. One audience can read the stories in a trade magazine while another
can read them on Facebook.
And when you get an article published or
good coverage in the news media, you also can alert people through LinkedIn, a
blog and perhaps Twitter.
Television and radio didn't wipe out
print. The Web didn't make broadcast media obsolete. It's the same with
social media: they're supplementing traditional media.
Should you ignore social media? Well, no. Just
don't fall for the myth that it's the only thing that matters.
|
PRSA Boston Debuts 2010 Leadership Team
| At the annual meeting, members elected the following officers to serve the Chapter during 2010.
President: Meghan Gross, Director of Communications, Foley
Hoag LLP. Meghan has over 15 years'
experience in developing and implementing strategic communication plans for
clients in a wide range of industries, including professional and financial
services, and technology.
 She is currently Director of
Communications at Foley Hoag LLP, a 225-lawyer firm with offices in Boston,
Waltham and Washington, D.C. As
her the first individual in this role, Meghan works closely with Foley's management to develop
and implement a comprehensive strategy for positioning the firm and its core
practice groups with key audiences. Prior to her current position,
she spent four years in a similar role at Ropes & Gray LLP.
Prior to entering legal marketing, Meghan
spent several years working on the agency side at Weber Shandwick Worldwide and
Arnold Worldwide, managing account teams serving the technology and financial
services industries. Meghan also worked in public affairs in Washington,
D.C., at the well-known bipartisan public affairs firm, Powell Tate. She
began her career in political media relations, working on state-level
referendum campaigns in Massachusetts and in state government.
Meghan is an adjunct instructor of public
relations at Boston College in the Department of Communication. She
received her BA from Boston
College and an MA from George Washington University.
President-Elect and Treasurer: Darlene Hollywood, Principal, Darlene Hollywood Public Relations. Over the past 17 years, Darlene has
worked with not-for-profit, technology, consumer packaged goods and literary
organizations of all sizes. As principal of Darlene Hollywood
Public Relations, Darlene and her staff of senior consultants set the
strategic direction for PR programs and elevate their visibility through media relations activities.
Prior to setting up her own shop in 2005,
Darlene was a director at the Horn Group, where she led account teams for a myriad of enterprise software start-ups. Prior to joining Horn, Darlene was a Vice President for
Laura Tomasetti & Associates (now 360 Public Relations), an agency serving
consumer goods targeted to moms. One account Darlene oversaw at Tomasetti was a maker of infant and toddler
products, The First Years, where previously
had been employed as its communications director.
Darlene has been active on the PRSA Board for a number of years, serving as a Director at Large and then as Treasurer. Darlene
also is student advisor for Bridgewater State College's Public Relations
Student Society of America (PRSSA)
chapter. She recently helped run a successful race for state representative, supporting the candidate's treasury
and press efforts. Darlene has a BS in mass communications from Emerson College.
VP, Programs: Jackie Lustig,
APR, Executive Vice President, Racepoint Group. With more than 25 years experience in
PR and marketing communications, Jackie focuses on business
development, agency marketing and a variety of initiatives to support and
grow the her employer, the Racepoint Group. She also leads the agency's team supporting
One Laptop per Child -- a campaign that has garnered the industry's highest
honors, including the PRSA Silver Anvil and the United Nations Grand Award.
Prior to Racepoint, Jackie was
Senior Vice President of marketing and business development at Weber
Shandwick. She oversaw its advertising, intranet/extranets,
collateral development, direct marketing, media relations and awards marketing
programs. During her tenure, Jackie launched the
newly-formed Weber Shandwick in 68 offices in 23 countries. In 2005, PRWeek and The Holmes Report both named Weber
Shandwick "Agency of the Year."
Before Weber Shandwick, Jackie was deeply
involved in the marketing of emerging technology companies. As the head
of the Emerging Business Practice of The Weber Group and Vice President at Neva
Group, she provided strategic counsel and architected award-winning marketing
campaigns for numerous Internet-related, telecom and networking start-ups
Jackie spent the first 13 years of her
career in a variety of sales, marketing and financial communications roles in
technology companies that included Bytex Corporation, Prime Computer and Fujitsu
Microelectronics.
She holds a BA magna cum laude in history from Brown University and an MBA summa cum laude in marketing from
Babson College.
VP, Membership: Guy Shields,
APR, Senior Manager of Media Relations, Raytheon Company. Guy retired from the Army in October 2004, following
more than 26 years on active duty. Over that stretch he served in a variety of positions,
including Director of the Coalition Press Information Center in Kuwait for
Operation Iraqi Freedom, where he was responsible for embedding more than 650
international media with Coalition forces, as well as providing support for more than 2000
additional media in the combat zone.
Guy's final post before leaving the military was in October 2003 when he was named the Deputy Chief of Public Affairs for the
Army. He began his current job with Raytheon in October 2004.
There, he is responsible for all media relations
for Raytheon Integrated Defense Systems, a business unit with annual sales topping $4 billion and employing more than 13,000 people worldwide.
Guy earned his BS from
the University of Minnesota and an MA from the Naval War College. His awards and decorations include the Legion of Merit and the Bronze Star. He has
the Combat Infantryman's Badge, Expert Infantryman's Badge, Parachutist Badge, the Army Staff Identification Badge, and is a distinguished graduate of the
Defense Information School.
Secretary: Diane Pardes, President, Pardes Communications. With 25 years of experience in high-tech,
business-to-business, consumer and non-profit PR, Diane is a veteran of several major
Boston agencies. Over that period, Diane held senior positions at Miller/Shandwick Technologies (now Weber Shandwick
Worldwide), Redgate Communications (later acquired by AOL) and Ingalls, Quinn &
Johnson.
Clients rely on Diane for creative and strategic
counsel and for delivering high-level media coverage. She has
worked with emerging companies as well as established leaders in a broad range of industries, such as the Wall
Street Journal's Interactive edition, IBM, Freixenet sparkling wine, Polaroid,
Avid Technologies and the Mass. Technology Leadership Council.
Diane graduated summa cum laude from the
State University of New York at Buffalo and is a member of Phi Beta
Kappa. She also is a member of the Boston Club, serving on its Strategic Planning and Enterprise committees. Her programs
honored with a Bell Ringer merit award and a Telly award. Diane was twice recognized
as one of the top 10 PR professionals in Massachusetts by Women's
Business.
Director-at-Large: John Hebert, Principal, Hebert Communications. John is a veteran of more than 30 years of
experience in public relations, journalism and business-to-business marketing
communications. As principal of
Hebert Communications, which he founded in 1992, John has provided specialized
public relations, publicity and other marketing communications services to
technology companies in the U.S., Europe, Middle East and Australia
serving the digital imaging, printing/publishing and other industries. He began
his communications career as a staff reporter and then assistant editor at
Computerworld, and served as Senior PR Specialist at Data General Corp., a PR account executive at The Niberg Corporation, PR manager and then a marketing communications manager for Teradyne Inc., and Vice President for Gulko Advertising and Public Relations.
A graduate of Boston University, John
also studied public relations at Emerson College, and marketing and
organizational behavior at Northeastern University. He is a founding member of
The McMillan Foundation, a non-profit organization supporting journalistic
excellence in the graphic communications industry. John has been a PRSA member since 1989, with past service on the
Boston Chapter's Executive Nominating Committee and Professional Development Committee.
|
News & Views is a monthly newsletter by and for members of New England's largest association of PR professionals.
Editors: Jackie Lustig, Chris Ranjitkar, Kim Cole and Jack Jackson
PRSA Boston Corresponding Secretary: Diane Pardes
To contribute articles, news or information on upcoming events, please contact the News & Views at info@PRSABoston.com.
♦ ♦ ♦ ♦
| |
|
|
|
| From the Editor |
A pair of articles in this month's News & Views challenge conventional wisdom about the media. Our lead story on GlobalPost wonders how a newly minted media outlet can hope to succeed in the current economic environment. Separately, long-time Boston PR practitioner Henry Stimpson asks whether social media networks will spell the demise of media like the Wall Street Journal. Read and decide for yourself. We'll look for your comments on our LinkedIn group and Facebook pages. We've abbreviated this issue of the newsletter to publish it in tandem with our 2010 Chapter Annual Report. We'll distribute the report to PRSA Boston members by email in the coming week. Jack Jackson Immediate Past President |
|
Don't miss this month's meet-the-editors event! | Powerful forces are reshaping newsrooms. To remain effective, how must PR people adapt?
PRSA has assembled an exceptional group of journalists for a behind-the-scenes look at how news-gathering has changed and its effect on media relations. Thursday, Jan. 21 6:30-9:00 pm
Dinner, networking, panel discussion and Q/A
Click here for additional program details and registration links. |
Quick Links
|
Stay connected with chapter members
Visit PRSA National's blog
|
|
Related PR and social media programs | Boston's Social
Media Club will hold its first LaunchCamp on Feb. 4. The all-day event looks
at PR, marketing, social media and management (plus the technologies and
tools behind them) to identify challenges organizations face in
the launch process. For detail about the program agenda,
dates, times and registration info, visit the LaunchCamp page on EventBrite. | |
|