‘Will it be posted online?’

I encountered an interesting thought in conversation with one of my interviewees this week. Here’s how it went (paraphrased):

Chris: “Look for your interview to air at either 6 or 7 tonight.”

Interviewee: “Great! Will it be posted online?”

Chris: “Absolutely. I’ll write an article and we’ll attach video that you can either link to our embed on your own website.”

Interviewee: “Oh, that’s awesome. You know, there is a certain amount of prestige that comes from being on television, but beyond that it loses value. I would really prefer a web article and video that I can link to and share with my friends and colleagues.”

The conversation summed up part of what is quite the dilemma for traditional media outlets. Obviously we are known and respected for our core products. There still is some mystique (but less and less every day) to being included in a television newscast.

Newscasts are short. Tough decisions about content have to be made on a daily basis. Making the cut gives the subject of a report credibility in their own fields (most of the time ).

But once the newscast is over, the benefits from the novelty of being on television begin to dwindle.

Instead, people value the ability to use the communication tools of the Internet to share thoughts and experiences. Often, those initial thoughts and experiences are built upon with the thoughts and opinions of others and a conversation develops.

There’s no doubt the power of traditional media, like television will be around for a long time. Television stations have established brands and the means to produce desirable content (for the most part).

But, traditional media companies need to realize that the conversation is no longer one way. People want to connect with our brands and our people to have conversations about events and information that are relevant to them.