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 What's PR got to do with it?
Ed Lee
Ed Lee
Ed Lee has been around EDA since before it was called EDA. He cut his teeth doing Public Relations with Valid, Cadence, Mentor, ECAD, VLSI, AMI and a host of others. And he has introduced more than three dozen EDA startups, ranging from the first commercial IP company to the latest statistical … More »

DAC’10…capturing the WHOLE essence, revitalizing the role of the traditional press

October 12th, 2009 by Ed Lee

(Sean Murphy, Liz Massingill and I conclude our conversation about how DAC’10 could improve.)

Sean: There are two different trends at work here, one is that we are becoming more “real time” and connected, the other is that print media and traditional journalism is withering. I do think they   interact – and perhaps reinforce – one another.

Liz: Could the press be resisting? Sean, I’d like to see the press interact more with the bloggers.

Ed: Two years ago, reporters saw bloggers as a major threat, veritable Matt Drudges that sullied the sanctity of objective reporting. This year, the reporters see bloggers as opinion makers who work off the basic reporting that the few remaining reporters do. There’s a great potential interaction there.

Liz: True. And some reporters also blog.

Ed: That’s true, Liz. We are talking in big, broad strokes, and segregating reporters and bloggers into strictly defined camps. The reality is, reporters are also bloggers. So I think we’re talking more about the traditional reporting role. Not so much the evolving nature of the reporter/blogger. How many major reporters? In the US, I can count them on one hand. In the US and Japan? Maybe 6 or seven. US, Japan, Europe? Maybe 9, 10?

Sean: So compared to ten years ago one-third to one-quarter of the number of press attendees?

Ed: Easily a third. Probably a quarter. And the remaining press are getting older. One columnist has long noted that we have no new reporters coming into EDA. How come?

Liz: So with fewer and fewer traditional press, there has to be an acceptance of the bloggers.

Ed: You have that middle group who sees the need for change and are trying to form a hybrid reporter/blogger identity. We all need bloggers, but I’m not sure bloggers will be the foundation for basic reporting. So my question: will basic reporting go away?

Liz: I certainly hope not.

Sean: Liz, I think to your earlier point, bloggers are accepted. Look at Atrenta inviting them, Synopsys now invites several to their press functions. Cadence hired Goering to blog. Synopsys, Mentor, Cadence have all unleashed dozens of their employees to start blogging and are highlighting it from their home pages.

Liz: It is a trend. But I think we also still need the more objective reporting to balance out the bloggers.

Sean: I think the way that you are going to get objectivity is through multiple reports. I think there are probably at least two dozen bloggers who feel an obligation to their audience to be objective.

Ed: But the bloggers’ very nature is to render an opinion. By definition, the opinion, while legitimate, isn’t objective. One could argue that same point with reporters, but there’s a presumption that reporters try to report without injecting an opinion or slant into the article. At least, in the US.

So Sean, it’ll be up to the reader to digest many many blogs, articles, etc and then come up with his or her own interpretation? More or less, that’s what we do now and did before…except that there no longer is that authoritative editorial voice to point to any longer.

Liz: Well, for sure, bloggers don’t want press releases. It’s crazy that so many PR people do mail bloggers with what the bloggers have always said they do not want!

Ed: Ok, So if we were to sum up our thoughts, we’d suggest to DAC that

1) they find a way to capture the essence of the conference…and that is NOT restricted to papers;

2) CC brought an energy and momentum to DAC that ought to be replicated;

3) the press room needs to become a place of activity, not of refuge;

4) the press engage those EDA folks who need to know what the press needs in order to do their reporting job.

Maybe that would help redefine the reporting job and possibly resurrect that very necessary function.

– end –

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