Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 26

 The only way to get ink and airtime was through the media.

 Companies communicated to journalists via press releases.

 Nobody saw the actual press release except a handful of reporters and editors.

 Companies had to have significant news before they were allowed to write a press release.

 Jargon was okay because the journalists all understood it.

 You weren’t supposed to send a release unless it included quotes from third parties, such as customers, analysts, and experts.

 The only way buyers would learn about the press release’s content was if the media wrote a story about it.

 The only way to measure the effectiveness of press releases was through clip books, which noted each time the media deigned to pick up a company’s release.

 PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques.

The web has transformed the rules, and you must transform your PR strategies to make the most of the web-enabled marketplace of ideas.

The vast majority of organizations don’t have instant access to mainstream media for coverage of their products. People like you and me need to work hard to be noticed in the online marketplace of ideas. By understanding how the role of PR and the press release has changed, we can get our stories known in that marketplace.

There are some exceptions. Very large companies, very famous people, and governments might all still be able to get away with using the media exclusively, but even that is doubtful. These name-brand people and companies may be big enough, and their news just so compelling, that no effort is required of them. For these lucky few, the media may still be the primary mouthpiece.

 If you are J. K. Rowling and you issue a press release about a new book, the news will be picked up by the media.

 If Apple Computer CEO Tim Cook announces the company’s new iPhone, the news will be picked up by the media.

 If the president of the United States announces a pick to fill a vacancy on the U.S. Supreme Court, the news will be picked up by the media.

If you are smaller and less famous but have an interesting story to tell, you need to tell it yourself. Fortunately, the web is a terrific place to do so.