• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint

News Releases

The emerging Web has changed public relations by giving the audience greater control over what writers must produce, and when. Reporters still act as the advance scouts for other audiences, but they are followed (within a day or so) by chattering discussion groups, viral sneezers (they cough, and hundreds of people are infected with the idea), and customers e-mailing each other. And, increasingly, reporters say they get story ideas from Internet rumors, which they seek to confirm by using your Web site. As a PR person in this environment, you're driven to respond to breaking news on a cycle of hours, not days or weeks, as in the past. You can't waste time going through levels of approval and news-release boards; you have to get out there now. You keep discovering new audiences, new forums, new ways to combine print, radio, TV, and Internet campaigns, so you can no longer develop steady routines, specializations, and focus. You don't have time for in-depth research because you have to work with quick snapshots, adapting your strategy on the run. Your advance planning extends a few months, not years.

Public relations is no longer just about “ink.”

Don Middleberg, Winning PR in the Wired World


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint