Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 24

Allow me to pause again for a moment to say that the mainstream and trade media are still important components of a great public relations program. On my blog and on the speaking circuit, I’ve sometimes been accused of suggesting that the media are no longer relevant. That is not my position. The media are critically important for many organizations. A positive story in Rolling Stone propels a rock band to fame. An article in the Wall Street Journal brands a company as a player. A consumer product talked about on the Today show gets noticed. In many niche markets and vertical industries, trade magazines and journals help decide which companies are important. However, I do believe that, while all these outlets are important aspects of a larger PR program, there are easier and more efficient ways to reach your buyers. And here’s something really neat: If you do a good job of telling your story directly, the media will find out. And then they will write about you!

Public relations work has changed. PR is no longer just an esoteric discipline where companies make great efforts to communicate exclusively to a handful of reporters who then tell the company’s story, generating a clip for the PR people to show their bosses. These days, great PR includes programs to reach buyers directly. The web allows direct access to information about your products, and smart companies understand and use this phenomenal resource to great advantage.

The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online video, news releases, and other forms of web content let organizations communicate directly with buyers.