The latest PRINZ Northern Networking Event, held on Wednesday 30th June, comprised a media panel discussion that attracted over 100 PR people to attend. IBM hosted the evening and veteran ex-journo and PR consultant Alan McDonald of Star PR chaired the discussion and contributed some worthwhile comment on the topic: “Are NZ’s newsrooms really shrinking and is this increasing the influence of PR? Or is it a changing audience demographic that’s influencing the content of our lead news stories?”
Panellists were Shayne Currie of the NZ Herald, Miriyana Alexander of Fairfax Media and Paul Patrick of TVNZ, balanced by journalism academic (and ex-BBC journo) Helen Sissons, Chris Mirams of Westpac and prolific tweeter/ PR woman Belinda Nash.
Key points to take away from the event were those that are often raised and included the importance of building relationships with journalists and understanding their media outlet and deadlines and only pitching those stories you know are really worthwhile – otherwise you should be advising your boss/client that the story isn’t newsworthy.