Outdoor Retailer PreShow - 2020 - 18

B I G

P I C T U R E

Today's media
landscape can be
volative, stormy,
and filled with
hazards.

Media Maelstrom

Savvy outdoor brands should follow these best practices
for navigating today's ruthless media cycle. By Chris Goddard
TODAY'S MEDIA CYCLE HAS NEVER

been more unforgiving, volatile,
and challenging-especially for
outdoor brands. Yes, the outdoor
rec economy is growing faster than
the U.S. economy-an appealing statistic to share with media
looking for relevance or why they
should cover an outdoor product.
However, with the White House
utilizing Twitter to announce
major news, combined with the
lead-up to the presidential election,
the landscape is changing-and it
is not for the faint of heart. Opportunities to share the benefits of
outdoor experiences or the latest
technology for gear, footwear, and
apparel are shrinking. For journalists, it's like standing in front of a
tennis ball machine, making quick
decisions about what will have
the most impact for their readers,

18

viewers, and stockholders.
Not only does today's media
cycle move at warp speed, it opens
the doors for more mistakes. CEOs
who make careless mistakes,
whether it's an apology or an off
the cuff remark, are crucified
within a matter of minutes online,
yet fixing brand reputation can
take years. In addition, there is less
space for in-depth coverage. This is
not to say that generating important, impactful stories, whether
for online, print, or broadcast, is
impossible. It's saying that landing
this kind of coverage requires a
more carefully thought-out strategy and will likely take a longer
time to materialize.
And while a brand may have
worked long and hard to determine
the best timing for a particular story,
it could be completely derailed by

/ OUTDOOR + SNOW SHOW 2020

breaking news. This could apply to
a product launch, major news, or a
longer feature. The ability to adapt
and regroup is critical.
Lastly, media companies are turning into content generators as their
traditional mode of business has disappeared (and some are in survival
mode), and affiliate marketing is
commonplace. The competition for
media attention is fierce.
While PR strategies are always
evolving, these time-tested best PR
practices, some of which may seem
obvious, are critical to achieving
success.
Engage with media throughout the year, not just when you
need them: As PR professionals,
we must be voracious consumers
of the news, keeping journalists
on our radar constantly. Comment
on their stories, even if they have

nothing to do with your brand. In
other words, engage and nurture
those relationships year-round so
that when it's time to launch your
news or pitch your story, it's easier.
A rising tide floats all boats: The
media's job today is taxing. Deadlines are brutal, fed by a constantly
changing 24-7 news cycle. If you're
working with a reporter on a story,
ensure that he or she has the widest
range of resources, even if that
resource is not your client or brand.
Journalists, of course, are connected,
but helping to secure sources goes a
long way in building a relationship.
Give media a reason why your
story is relevant right now:
Decisions about what content to
publish or what segment to air is
governed by clicks and views and
viewers. A story must be relevant
to what audiences are interested in
now. Be smart about your timing
and consider if there is a national
news hook. Choose a news hook
carefully; it must be authentic. Be
careful not to "newsjack" [leveraging breaking news to amplify
sales and marketing of a brand] to
such an extreme that you invite a
negative social media storm.
Be patient, but do follow up:
In today's media storm, planning,
coupled with hard work, will result
in success. It takes an immense
amount of patience. Be prepared to
wait, though follow-up with media
is wise. It's important to walk
that fine line between appropriate
check-ins and nagging.
Say thank you: Sometimes, it's
the small things that matter. Saying
thank you to a reporter on a story
you enjoyed (even if it's not the one
important to you) is key. With media
being overworked, these kinds of
small gestures go a long way.
Chris Goddard is the CEO of
CGPR (cgprpublicrelations.
com), which she founded 26
years ago. Ever since, she has
been serving clients in the
outdoor industry, from Adidas
Outdoor to Outdoor Retailer.

OLIVER DODD

The Pulse



Outdoor Retailer PreShow - 2020

Table of Contents for the Digital Edition of Outdoor Retailer PreShow - 2020

Outdoor Retailer PreShow - 2020
Always Innovating
Taking Charge
Future Epic
Big Picture
Marketing
Farewell
Still in the Game
What’s New?
Zones
Venture Out
Events & Education
Digital Solutions
Must See Gear
Trend Watch
Happenings
From the Road
Innovation Awards
Outdoor Retailer PreShow - 2020 - Outdoor Retailer PreShow - 2020
Outdoor Retailer PreShow - 2020 - Cover2
Outdoor Retailer PreShow - 2020 - 1
Outdoor Retailer PreShow - 2020 - 2
Outdoor Retailer PreShow - 2020 - 3
Outdoor Retailer PreShow - 2020 - 4
Outdoor Retailer PreShow - 2020 - 5
Outdoor Retailer PreShow - 2020 - 6
Outdoor Retailer PreShow - 2020 - 7
Outdoor Retailer PreShow - 2020 - 8
Outdoor Retailer PreShow - 2020 - 9
Outdoor Retailer PreShow - 2020 - 10
Outdoor Retailer PreShow - 2020 - 11
Outdoor Retailer PreShow - 2020 - Always Innovating
Outdoor Retailer PreShow - 2020 - 13
Outdoor Retailer PreShow - 2020 - Taking Charge
Outdoor Retailer PreShow - 2020 - 15
Outdoor Retailer PreShow - 2020 - Future Epic
Outdoor Retailer PreShow - 2020 - 17
Outdoor Retailer PreShow - 2020 - Big Picture
Outdoor Retailer PreShow - 2020 - 19
Outdoor Retailer PreShow - 2020 - Marketing
Outdoor Retailer PreShow - 2020 - 21
Outdoor Retailer PreShow - 2020 - Farewell
Outdoor Retailer PreShow - 2020 - 23
Outdoor Retailer PreShow - 2020 - Still in the Game
Outdoor Retailer PreShow - 2020 - 25
Outdoor Retailer PreShow - 2020 - 26
Outdoor Retailer PreShow - 2020 - 27
Outdoor Retailer PreShow - 2020 - What’s New?
Outdoor Retailer PreShow - 2020 - 29
Outdoor Retailer PreShow - 2020 - 30
Outdoor Retailer PreShow - 2020 - 31
Outdoor Retailer PreShow - 2020 - Zones
Outdoor Retailer PreShow - 2020 - 33
Outdoor Retailer PreShow - 2020 - Venture Out
Outdoor Retailer PreShow - 2020 - 35
Outdoor Retailer PreShow - 2020 - Events & Education
Outdoor Retailer PreShow - 2020 - 37
Outdoor Retailer PreShow - 2020 - 38
Outdoor Retailer PreShow - 2020 - 39
Outdoor Retailer PreShow - 2020 - 40
Outdoor Retailer PreShow - 2020 - 41
Outdoor Retailer PreShow - 2020 - 42
Outdoor Retailer PreShow - 2020 - 43
Outdoor Retailer PreShow - 2020 - 44
Outdoor Retailer PreShow - 2020 - 45
Outdoor Retailer PreShow - 2020 - 46
Outdoor Retailer PreShow - 2020 - 47
Outdoor Retailer PreShow - 2020 - 48
Outdoor Retailer PreShow - 2020 - 49
Outdoor Retailer PreShow - 2020 - 50
Outdoor Retailer PreShow - 2020 - 51
Outdoor Retailer PreShow - 2020 - 52
Outdoor Retailer PreShow - 2020 - 53
Outdoor Retailer PreShow - 2020 - Digital Solutions
Outdoor Retailer PreShow - 2020 - 55
Outdoor Retailer PreShow - 2020 - Must See Gear
Outdoor Retailer PreShow - 2020 - 57
Outdoor Retailer PreShow - 2020 - 58
Outdoor Retailer PreShow - 2020 - 59
Outdoor Retailer PreShow - 2020 - Trend Watch
Outdoor Retailer PreShow - 2020 - 61
Outdoor Retailer PreShow - 2020 - 62
Outdoor Retailer PreShow - 2020 - 63
Outdoor Retailer PreShow - 2020 - Happenings
Outdoor Retailer PreShow - 2020 - 65
Outdoor Retailer PreShow - 2020 - 66
Outdoor Retailer PreShow - 2020 - 67
Outdoor Retailer PreShow - 2020 - From the Road
Outdoor Retailer PreShow - 2020 - 69
Outdoor Retailer PreShow - 2020 - 70
Outdoor Retailer PreShow - 2020 - 71
Outdoor Retailer PreShow - 2020 - Innovation Awards
Outdoor Retailer PreShow - 2020 - Cover3
Outdoor Retailer PreShow - 2020 - Cover4
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