National Geographic in The Modern Age

On April 10, 2019, I went to hear Susan Goldberg speak at the S.I Newhouse School of Public Communications. Goldberg is the editor-in-chief at National Geographic.She has held this position for five years. When I first arrived at the presentation, nearly every seat in the auditorium was filled. I was eager to learn more about Goldberg’s experience in journalism, and her career working at National Geographic.

Goldberg began the presentation by discussing how modern technology and innovation has transformed the way we tell stories. She explained that the biggest transformation for National Geographicin the modern world is from being reverent to now being relevant.

To do this, National Geographichas created a well-established presence across every social media and digital platform. Additionally, it is the largest distributed cable channel, and it reaches people in 172 different countries. National Geographiccurrently has over 106 million followers on Instagram. I think it is very interesting to hear how social media is becoming a tool and necessity for every brand to use in order to stay relevant. Digital platforms being used as a method of marketing for brands such as National Geographic.

Additionally, Goldberg explains that people see stories on their phones first. She emphasizes that devices are now tools used to tell stories. In order to reach an audience,National Geographicposts images on Instagram that can be used to tell a story. As a student studying public relations, it is important for me to realize how effective images are at conveying a story or meaning. Images are a very powerful tool, and if used correctly, they can generate a lot of success for a brand.

To illustrate this, she used an example of an image of a melting glacier. The picture, although beautifully taken, depicts the reality of what climate change has done to global environments. Images like those, which are hard and difficult to view, depict “raw reality.” Goldberg then emphasized that the main goal in this digital age is for content to work on all platforms.

Image Taken By Me

Goldberg went on to explain that there are five principles of storytelling. These are: make a difference, do what others can't, be a part of the conversation, act urgently and know who you are. One of my favorite principles was “make a difference.” “Make a difference” are stories that can get people to take action. Goldberg uses the example of National Geographic’s “Planet or Plastic” campaign. This campaigned focused informing people about the harm and damage plastic has done to the world and its wildlife. I find that in order for me to empathize and connect to a story, I need to learn more about it and how it pertains to me. National Geographicknows that to successfully carry out a campaign, its audience must first understand what the campaign is about and why it is important to them.

For the campaign, National Geographicposted a series of images of ocean life being harmed by plastic materials on Instagram. Influencers such as Zooey Deschanel, promoted the campaign off of their personal Instagram. In my PR class this semester, we have discussed the importance of influencers and their impact. Influencers are figures that hold a strong media presence, are respected and have a large following.

Image Taken By Me

The book “Social Media: How to Engage, Share, and Connect,” by Regina Luttrell, states that, “When we build relationships online, we are opening the door to building a successful relationship in the social press world” (69).

Zooey Deschanel has created a trusting relationship with her followers. When National Geographichas the support of her, her followers will also be interested in the “Planet or Plastic” campaign, and they are willing to learn more about it.

Social media is the most accessible and efficient way to send out a message. After listening to Goldberg speak, I found that many of the topics discussed in my public relations course were points that she brought up during her presentation. As a public relations practitioner, it is important for me to understand my audience, so I can send the right messages to them in the best way. I look forward to learning more about how the future of social media will transform the way brands such as National Geographicadvertise and sell to the public.

Category: Public Relations, Social Media, National Geographic, Science, Journalism, Public Relations, Communications

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