How To Connect With New Media: Action List

A number of readers have requested a condensed, list-style version summarizing the main points from the How To Connect With New Media series of articles. Since the majority of those requests originated from Weekly Email Summary subscribers, what better way to demonstrate how much reader feedback is appreciated than to offer this article as a special “Subscribers Only” installment. If you missed any of the original articles in the series you can find them at the “new media” section at Adaptistration’s category archive.

Here is a list of points to help performing arts organizations (orchestras in particular) identify, contact, and maintain relationships with new media outlets.

1. KNOW WHO’S WHO
   Make certain you’re familiar with the distinctions between the five predominant forms of culture oriented new media outlets:  Blogs, Discussion boards, Podcasting (audio and visual), Social networking websites, and Wikis. Maintain a database of individual outlets based on subject material, author’s location, readership, and frequency of publications. This will be invaluable when you determine which new media outlets are worth approaching throughout the season.
   
   
2. FAMILIARIZE YOURSELF WITH NEW MEDIA: READ AND PARTICIPATE
   The new media environment thrives on reciprocal interaction. As such, you’ll improve the likelihood of new media outlets taking interest in what you’re promoting if you’ve demonstrated that you have an interest in them. This involves passive involvement, reading content, but also active involvement, posting comments and/or sending email messages to the author. Be careful to distinguish active participation from direct pitches and attribute online comments to your real name.

3. BUILDING SINCERE RELATIONSHIPS
   New media outlets have taken the first step by creating their outlet and performing arts organizations can respond by demonstrating a sincere interest in seeing those outlets thrive. Providing that the outlet has demonstrated their credibility, show that you care by offering them the same level of deference you would offer any traditional media outlet. After all, the savvy marketing professional understands that the cache of good will they cultivate with new media outlets is portable. Drop the marketing jargon, most new media outlets identify that sort of lingo with a pariah. Finally, don’t forget that the currency of most new media outlets isn’t cash, it is attribution so link up and include mention of new media outlets in your marketing material when applicable.
   
   
4. ADAPTING STANDARD PRESS RELEASE AND MARKETING MATERIAL
   Abandon the traditional shotgun-style generic press release when communicating with new media outlets. Send personalized email messages (read: not “personalized” form letters) and mention how what it is you’re pitching directly connects with an outlet’s topic. Make it obvious that you know more about the author than simply their name and email address. Remember, your intent is key so don’t send a pitch that comes across as a media leech: only taking and never giving.
   
   
5. HELP NEW MEDIA OUTLETS HELP YOU
   Provide online marketing tools relevant to new media outlets such as RSS feeds, multimedia content offered under a Creative Commons License, and provide explicit instructions on how to properly use content offered under a traditional copyright license. Make certain your website provides a way for new media authors to properly identify and contact your public relations department.
   
   
6. CHANGE YOUR VOCABULARY
   You’ll do nothing but spurn new media outlets by constantly referring to them by traditional media terminology. It projects an image of ignorance indifferent, however, start off by adopting generic language until you’ve confirmed all relevant details; i.e. newspaper, blog, journal, discussion board, magazine, etc. You can then make any necessary determination based on each individual outlet.
   
   
7. DEVELOP THE RIGHT ATTITUDE TOWARD NEW MEDIA
   The business of performing arts will need to be vigilant when to work against inadvertently projecting an image which reinforces stodgy, exclusive, or elitist stereotypes. Creating an institutional policy that identifies and discriminates against new media outlets only perpetuates those images and further divides the performing arts from the mainstream cultural consciousness. To that end, don’t be afraid to offer a new media outlet some exclusive information. You can even go so far as to use this to test their credibility.