Why do we underestimate journalistic influence?

Don't get me wrong, I love watching a “coming soon” trailer while I wait in the theater for the movie to start, and I feel the intense urge to lean to my friend and say “Oooohh I want to see that one”, with a mouth full of popcorn.

And sure, yes, a lot of movie recommendations come from my social media feed.

Whether it be a memefication of Pedro Pascal and Nicolas Cage from “The Unbearable Weight of Massive Talent” to the song Make Your Own Kind of Music by Cass Elliot, or seeing so many video compilations on “Laszlo Cravensworth’s best moments” that I finally caved into “What we do in the Shadows”, just for it to become one of my all-time favorite series.

Meme from Knowyourmeme

However, since joining the media industry and working closely with PR teams within streaming and broadcasting companies, I have noticed that the large amount of money poured into social media & short-form ads has put PR and media relations somewhat in the shadows.

Although journalists craft stories and generate buzz, they are often overlooked, which is, frankly sad, since their narratives shape public perception and create a background noise that resonates subtly yet significantly with the audience.

So why not, let the storytellers help tell the stories?

Journalists possess the knack for creating fun stories out of raw data. With access to rich and reliable sources of information, they can produce well-informed and accurate pieces that not only draw attention but also encourage actually watching new releases. Mathematically speaking, better access to content equals better curated articles plus attention to those new releases. Adding to that, a steady stream of official information regarding your new shows ultimately leads to more journalists writing about them. Who doesn’t love to get the info straight from the source? *sips tea*

Via GIPHY

Credible Quality over Overwhelming Quantity

As a Zellenial, I am slightly embarrassed to admit I spend an unreasonable daily amount on Tiktok. As mentioned, I and many in my generation get a large amount of movie & series recommendations from either ads or organic content in the shape of memes or snippets from the shows.

Some are hit, some are miss, but what all these short-forms of content have in common is the discourse around them. Apart from being overwhelmed by the infinite scroll of short-form content, there is some sort of aggressive approach a lot of people have online when expressing their opinions on shows (or anything really). I would realistically and logically not draw the conclusion that @Tracey98799, who left a comment on a studio’s TikTok stating “this movie looks terrible”, is an informed review or a trusted opinion.

Sure we are all entitled to an opinion and we all have the ability to express it. However, when making an informed decision on what movie to watch, why would I take @Tracey98799’s word for it when I have a plethora of articles written by people that actually know about movies?

With richer content and better expertise, I feel journalists can reach the right audience more effectively than the broad, scattergun approach of short-form advertising. Journalists know how to connect with their readers through well-crafted stories that speak directly to those most likely to engage with the content meaningfully. 

Another thing to note is that many articles that journalists produce are later repurposed as short-form content. Therefore, as mentioned before, they set the tone or points of view on a new release that then moves to social media channels.

Even if better reach is not what you are looking for, as a streamer / broadcaster, if a well-known writer or reporter endorses a new show, audiences are more likely to perceive it as credible and worth their time. This type of engagement is invaluable and often leads to a more committed and loyal audience. As an avid consumer of movies, I hold in higher regard a professional critique or endorsement that adds a layer of legitimacy to a new series, rather than Tracey’s comment.

Put simply, It’s like going to an expert for an opinion rather than an average Joe with a Reddit account. I don't trust Joe (I am sorry, Joe). Maybe I am biased, as I loved What We Do In The Shadows. Maybe I have good taste. Sadly, we’ll never know.

The Guardian article by Rebecca Nicholson & Reddit post by EmergencyChimp

Future-Proofing Through Strong Relationships

With that said, building robust relationships with journalists can lead to a cycle of coverage for your future releases. As these professionals come to recognize the value and reliability of your brand's information, they become more likely to cover other releases later on, creating a sustained buzz that can be far more valuable than the immediate impact of direct-to-consumer ads. Mathematically speaking, building good relationships with journalists equals future-proofing additional media coverage.

via GIPHY

To be super-duper clear, I am not comparing the value of journalism with advertising. Rather, I want to accentuate how nurturing these relationships is so much better for not only your brand but also for getting your content out to the people it’s made for.

In conclusion, while the allure of mass marketing and viral TikToks and their immediate visual impact is undeniable (I cannot deny my 4 daily hours on Tiktok), the in-depth engagement that journalists bring to the table should not be underestimated. By giving these key writers an accurate stream of information, brands can better create narratives that resonate deeply, build trust, and foster a more connected and informed consumer base.

Are you lacking a good platform to get all your content out safely, securely and reliably? Clipsource equals super-serving journalists. Let’s talk math at sales@clipsource.com