The Correlation between Digital Communications Efforts and Traditional Media Exposure

Blog MicrophoneThere is a clear link between digital media presence and traditional media exposure. Mark Anthony Neal is a professor at Duke with a prolific digital media footprint (access previous Q and A interviews on why he thinks this is important for academics and a follow-up piece on his social media strategy). This week, he shared how digital media success translates to traditional media exposure.

How has everything that you’re doing with digital communications enhanced your presence on traditional media channels.
Traditional media journalists are not going to sit down and read a 225 page book. They will come across a podcast and they will come across a blog post. An overwhelming number of my media interviews are the result of my digital media activities. There is no question that that they go hand in hand. Many journalists are now embedded in social media. If you come across as someone who is smart in that environment with some interesting things to say, then they will find you.

How many media opportunities do you get on a regular basis?
It’s probably somewhere between three to five a month.

Are you comfortable doing media interviews? If yes, why?
I am comfortable, and I believe it is because I write for general audiences. If you do this long enough, you recognize at some point what’s going to get you in print (Tweet it out). So for example, you will talk to a journalist for a half an hour, but know that one line that you say that’s going to get you ink.

How did you figure this out?
I think you get a sense. In most cases, I hope that I get a little bit of needed time to think about what they’re working on and to deliver the soundbytes that will click. I just to look at things from their journalistic perpsective and then give them the language that is going to ‘pop’ for them.

Do you feel like you know what language is going to pop because you’re doing the same thing as a content creator on your mediums?
Absolutely. And I also realize there are times when I talked to a journalist and I’m helping them to work out ideas and shape the story. It can be a bit time consuming. I might not get credit for it, but the ideas get out there and that is just as important to me.

Thanks a million for your time, Mark. We appreciate all your insights.
My pleasure!

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