PR Learning to Bypass the Media Filter
Public relations has always included business-to-consumer promotions in its arsenal of tools, but a large portion of the PR business has traditionally involved attempting to get stories placed in the media, in the hope that the consumer will then see those stories. Even highly public promotional stunts were largely, in the end, designed to gain mass media coverage.
But, what happens when the media weakens, and there aren’t enough reporters to cover even the most fascinating stories?
I happened upon two different articles this week that say essentially what I’ve been saying for some time — the answer is to create your OWN media. Blogging, podcasting, web videos, online news release distribution, Tweeting, and Facebooking all can take your message to your customers in an unfiltered way.
>>Continue reading…
Reviving the Traditional Press Release
Brian Solis, a Social Media PR practitioner in California, has written an extremely detailed look at the present and future of the news release. It’s definitely worth carving some time out of your schedule to read it.
From the PR 2.0 Blog: Reviving the Traditional Press Release
10 Newborn PR Tactics
Last week I realized that this is my 10th year in PR. This was a shocking realization. The first thing I thought was that I’m getting old.
As I got over that thought, I started pondering all of the ways that PR has changed since I started in the industry. This pondering led to my post last week, 10 Dead or Dying PR Tactics, about common PR tactics we practiced 10 years ago that aren’t practiced anymore. I decided to write this sequel on common tactics practiced today that weren’t even thought of 10 years ago. If the tactics I wrote about last week are dinosaurs, these are newborns!
Please add your own suggestions in comments!
10 Newborn PR Tactics
10) Reputation Monitoring: I understand this isn’t an entirely new tactic, but who could have imagined the WAY we’re monitoring reputations today?
10 Years Ago: In existence, but in a different form
10 Dead or Dying PR Tactics
This summer I’ll mark the 10th year since I abandoned journalism to become a public relations professional. I was recently thinking about the changes that have taken place since I made that switch, and that led me to think about all of the tactics and tools that we used to use regularly that are now dead or nearly dead. Being a blogger, I had to make a top 10 list! They’re ranked from “alive but perhaps outdated”, to “dinosaur”, to “dead as a doornail”. I’m sure I’m missing a few, so feel free to add your own in comments.
So, at the risk of sounding incredibly old, I present:
10 Dead or Dying PR Tactics:
10) Newspaper-based Media Relations Strategy
Newspapers are dying. Circulation is down. You can’t wrap your media relations strategy solely around trying to get print coverage anymore.
Status: Alive, but poor strategy
The Power of Blogger Relations
Blogger relations is like media relations … except with blogs. Seems obvious, right? Instead of working to get media coverage, you’re working to get mentions on blogs. I had the opportunity to watch up close this week how a “hit” from a blog can be more valuable than a hit from a mainstream print publication, and thought I’d share.
PerezHilton.com is a wildly popular celebrity gossip blog that recently started posting about what it calls “worthwhile causes” every week or so. My client, Fight SMA, is an international organization working to find a cure for Spinal Muscular Atrophy, the leading genetic killer of children under two. On Monday, May 26, taking an email suggestion from a public affairs person at the organization, Perez Hilton decided to include Fight SMA on its worthwhile causes list. They (he?) posted a link to the fightsma.org website, a description of the disease, a call to donate, and a YouTube video about a child and family dealing with the disease.
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