About this article

Read time:

4 minutes

Category:

Content we like, Opinion

Why don’t you just switch off your television set and go and do something more twinteresting instead?

Why indeed? The fact remains that most people still get their media kicks from watching TV, not from tweeting. In the broadest of media landscapes, while the balance of power between passive and active engagement is shifting, TV is still the place people feel most influenced and are the most receptive. This was discussed at this week’s Insider Business of Media conference in Manchester by keynote Ed Shedd, head of UK media sector at Deloitte.

My outtake from this was that the broad media landscape is increasingly rich and diverse, with the addition of social networks and media and gradual integration between the old and the new. It’s not the case that old media is dead and the web rules…yet.

Shedd pointed to some interesting findings from Deloitte’s Media Predictions Research 2010 and elsewhere. Less than 1% of registered Twitter users actually create Tweets, for example. Yet, anyone in the tech PR community will agree that the mantra ‘must tweet, must tweet, must tweet’ rings through their ears continually. Another surprising sign of convergence between old and new media was that video on demand is taking the world by storm, but in the form of DVD vending machines not web downloads.

In tech and B2B PR we must remember these facts and remind ourselves and our clients that the web, social networks and media are simply another powerful way to reach audiences, IF those audiences are using these methods. We simply have more tools at our disposal and more channels to work with, in an integrated and carefully considered way.

We can be more creative in the way we talk to our audiences as a result but the same definition of PR (Frank Jefkins) that I learned in college in the 90s remains: “Deliberate, planned and sustained effort to establish and maintain understanding between an organisation and its publics.” PR is still primarily about deciding who you want to talk to, what interests and engages them, and how you are going to achieve a dialogue with them. The old methods are, for the moment, as important as the new.

About this article

Read time:

4 minutes

Category:

Content we like, Opinion

Sangria, sunglasses and self-evaluation

TikTok Advertising: Is It Worth the Investment for B2B Companies? (written by a Gen Z) 

Browse more blog posts

Posted on
byClaire Lamb
A few weeks ago, the entire Skout team visited the beautiful and historic city of Palma, Majorca for our annual kick off event. It’s been a long time in the planning (pre-pandemic to be precise) and the first time we’ve been abroad for a kick off to the new financial year. We’ve always found kick off meetings a great way...
Posted on
byHonor Williamson
TikTok is increasingly being used as a platform for B2B companies to implement their marketing strategy, aiding in brand exposure, lead generation and profile building. But, where does paid TikTok advertising come into play? Is it an effective tool to engage with B2B audiences, or is the ROI just not worth it?  If you’re the least bit social media savvy,...
Posted on
byClaire James
In May I was fortunate to be able to attend the recent UK Construction Week at Excel in London and see the strides forward an industry, that has become recognised as one of the biggest contributors to carbon emissions, is making in tackling the thorny issue of achieving Net Zero. In his keynote on day one, Lord Callanan, Under Secretary...
Posted on
byJames Weaver
In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.
Posted on
byHonor Williamson
Why was PR your chosen career?  PR is all about storytelling, with so much opportunity for creativity and content creation. Since I’ve always loved writing and always had a big imagination, I thought that PR would be the ideal career to channel my creativity. I’m all about communication, and PR really allows you to foster meaningful relationships. I’m already learning...
Posted on
byJack Doyle
As a smaller business, it can be hard to know where to start when it comes to sustainability. Sure, we all do our best to use the right recycling bin at home, and bring our re-usable coffee cups to work. But with serious pressures now mounting from the government – which pledged to reach net-zero carbon emissions by 2050 –...
Posted on
byLee Simpson
Another week, another round of mass layoffs in the tech sector. With Amazon (AWS) and Meta cutting thousands of jobs, and further layoffs at Salesforce and of course Twitter, it has felt a bit like the tech world has been imploding of late. This is of course concerning for us working in B2B tech PR, but more importantly for the...
Posted on
byJack Doyle
2023 is off to a strong start here at Skout.  Our business has continued to grow with the addition of some exciting new clients. With new clients, has come new hires, who we’ve also been excited to welcome on board the team. And if our recent win for Best Marketing and PR Consultancy at the PR Brilliance Awards is anything...
Posted on
bySkout team
Part time office administrator We’re looking for a bright, self-starting individual who likes job variety and has a mixture of strong organisational skills, basic financial experience and is an excellent communicator. If this is you, you could be just the right person to join our team. We’re a dedicated B2B marketing communications agency. We deliver brilliant PR for clients across...
Posted on
byClaire James
It’s estimated that over 100 billion WhatsApp messages are sent each day. Yet, with many people using the platform to communicate with colleagues, friends, and even clients, it’s easy to imagine how the lines between personal and professional can be blurred. Take the recent leaking of WhatsApp messages from Matt Hancock as an example. Private texts from the former health...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.