Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 23

Public relations was once an exclusive club. PR people used lots of jargon and followed strict rules. If you weren’t part of the in crowd, PR seemed like an esoteric and mysterious job that required lots of training, sort of like being an astronaut or a court stenographer. PR people occupied their time by writing press releases targeted exclusively to reporters and editors and by schmoozing with those same reporters and editors. And then they crossed their fingers and hoped that the media would give them some ink or some airtime (“Oh, please write about me!”). The end result of their efforts—the ultimate goal of PR in the old days—was the press clip, which proved they had done their job.

Only the best PR people had personal relationships with the media and could pick up the phone and pitch a story to the reporter for whom they had bought lunch the month before.

Prior to 1995, outside of paying big bucks for advertising or working with the media, there just weren’t any significant options for a company to tell its story to the world.

The web has changed the rules. Today, organizations are communicating directly with buyers.