Public Relations in the Internet age
The Internet has, in less than a decade, transformed media relations. Hundreds of magazines that were once published in slick print editions have either ceased publication or migrated to online versions. While some may maintain their old formats as online magazines, most have become blogs and news sites.
This sea change in the media requires a much different approach to dealing with them. Gone are the days when a print magazine had a dozen of editors, who had ample time to prepare well-researched articles. Today that same magazine, now online, may have one or two editors trying to do all the work that a dozen did at one time. This requires a particular style of crisp and concise outreach, a style in which Dux specializes.
The truly vast number of outlets where news or commentary – positive or negative – may show up, within minutes of an announcement or event, is almost overwhelming. No one person can possibly keep up, so all a company can do is determine the most important outlets and focus on them, reacting to the others as needed.
Dux knows what to look for in making that determination. For instance, where are the customers likeliest to look online for industry-related news? Which sites are not only most popular, but most respected? How do you prioritize activities and emphasis to be most effective? These are a few of the questions that help determine the success of a PR program today.
The value of social network sites, made-for-the-web videos, Twitter, search engine optimization, and other considerations unique to online PR must also be weighed. Which, if any, of these are appropriate for your company’s outreach to customers? Dux can help you decide.
Some things haven’t changed about media relations in the online age. Knowledge of the editorial process remains essential, along with an understanding of the evolving needs of editors. And the need to communicate clearly and concisely – a Dux specialty – is as critical as it ever was.