The team at media update takes a look at the effect of paywalls on PR professionals and the industry as a whole.
Paywalls are a website feature that requires users to pay before they can engage with the site’s content. Although this is an appealing way for publishers to monetise their publications, they can prove to be problematic for the PR pros who are trying to get their client’s work out there.
So, without further ado, let’s take a look at the good, the bad and the ugly of paywalls:
1. Paywalls allow press releases to reach a specific audience
Getting a press release published on a site behind a paywall means that it will reach a very specific audience since only certain types of people will be paying to read the content. For example, if your clients would like to focus one of their press releases on the technology industry, they would benefit
greatly from sending their content to a publisher that focuses
specifically on this category of interest and who has exclusive content already available for readers — albeit behind paywalls. Because readers are willing to pay for this content, you know for a fact that they have a keen interest in the tech industry.
This means that, as a PR pro, you are in control of determining who will
actually read the content you want to get published. It’s also important to note that people paying for a subscription are more likely committed to the business side of things. This means that your client gets great exposure on a reliable site. And, they are also exposed to possible consumers who take an interest in that industry, as the publication appeals specifically to
that sector.
Instead of getting press releases published on many different platforms with audiences that may not be interested in your client’s offerings, you can focus on the publications that will reach the correct target audience for
your client.
2. Proves the value of content
The main objectives of a PR professional are to ensure you get your client’s name out there. One of the best ways to do so is by getting press releases published on sites that are
reliable. Although a paywall may be viewed as an obstruction to content that has traditionally been free to access, there is definitely value in what it brings to the table.
“
When clients invest in industry publication subscriptions, it serves as a tangible reminder that the publications in which you’re striving to place them offer quantifiable value,” says Ben Billingsley contributor at
Forbes.
Therefore, as a communications specialist, it’s vital that you communicate this with your clients. You should be able to tell them which subscriptions are worth paying for and the value of getting your content published there.
The
World Economic Forum did a study in April called “
Understanding Value in Media: Perspectives from Consumers and Industry,” and found that 53% of consumers are willing to pay for news in future. Considering the prevalence of fake news, PR professionals should be encouraged to talk to their clients about the value of supporting reliable sites that do use paywalls.
3. Challenging to identify your PR content
With PR, you’ll need to prove your worth to your clients. In order to do that, you need hard evidence that you
have managed to get the client’s content published. So, if some of that content falls behind a paywall, how do you access it?
Well, the rise of paywalls in the media has presented a real problem for PR professionals, as Google Alerts to notify of your client mentions just don’t cut it anymore. While you may be able to see that your client has been mentioned in an article, you won’t be able to view the full article without subscribing to the site.
If your clients receive mentions in several publications with paywalls, the costs to view that content can really add up. This is where media monitoring comes in handy. Utilising a media monitoring or brand tracking service,
such as Newsclip, means that you will be notified when any of your clients are mentioned in print, broadcast, online or social media, but you’ll also be able to view the content that mentions your client as a way to prove your worth.
When choosing a media monitoring provider, be sure to select one that is fully compliant with copyright laws, or else you could find yourself in a lawsuit for unlawfully accessing content.
What are your thoughts on paywalls and the PR industry? We would love to hear your opinion?
*Image courtesy of Canva