Consumer Generated Media & Verification Journalism

PRSA's Tactics has a nice piece on Consumer Generated Media (via Cymfony). Lloyd Trufelman explains that consumers are fundamentally changing the way media is produced and consumed. Gone are the days when the imaginary standards of unbiased and objective journalism anchor the value dimension of media consumption. Now, media consumers self-select into media channels that resonate with predispositions. Consumer Generated Media (CGM) has taken center strage on the vanguard of marketing communications, from blogs and podcasts, to wikis and the many incarnations of social, P2P software applications. Trufelman recognizes the potential:

"The opportunity afforded to PR professionals by this revolution is huge. The simple fact that there are more channels through which to publicize our clients is a major boon. Now when we have a story to pitch, we can use our existing media relationships to pitch traditional media, while simultaneously including literally hundreds of new channel arbiters that directly target the relevant industry or subject matter. Micro-targeting the media will become easier, as more channels will bring increasing focus to industry segments. Reaching the influencers in certain channels has always been a challenge, but now there are publications and outlets that are directly focused on these people - and the influencers are finding them."

To be sure, CGM will never completely replace the major, mainstream media outlets. But, there will be an increasingly symbiotic relationship between the two. CGM will provide front-line coverage and perspective from which news stories germinate. And, the value-add for mainstream media will focus on fact checking and source credibility. The trick for marketing and PR professionals is to guide brand communications towards a more open and transparent mix of consumer experiences and participatory opportunities. When executed appropriately, this tactical framework should naturally lead to CGM that yields earned media.