 |
| History Web PR |
History Web PR
As communication tools became available with the spread of the Internet, so they became available to the PR industry. It also revealed a wider audience for a company’s stories, and developed new channels for promoting them. With the rise of social media, and especially the growing influence of bloggers, it became clear that PR officers needed to reach out to more than just journalists.
However, the road has been rocky, and traditional PR has in some instances struggled to cope with the new rules of engagement.
In February 2006, Tom Foremski wrote in his post “Die! Press release! Die! Die! Die!”: “I’ve been telling the PR industry for some time now that things cannot go along as they are . . . business as usual while mainstream media goes to hell in a hand basket.”
Chris Anderson, editor in chief of Wired and author of “The Long Tail”, announced on his blog in October 2007 that he was blocking “Lazy flacks [who] send press releases to the Editor in Chief of Wired because they can’t be bothered to find out who on my staff, if anyone, might actually be interested in what they’re pitching.”
However, a 2005 experiment showed that press releases can garner a better ROI than a PPC campaign (Carton, 2005). So it’s worth ensuring you know how to be an effective practitioner in today’s connected environment.
In February 2006, Tom Foremski wrote in his post “Die! Press release! Die! Die! Die!”: “I’ve been telling the PR industry for some time now that things cannot go along as they are . . . business as usual while mainstream media goes to hell in a hand basket.”
Chris Anderson, editor in chief of Wired and author of “The Long Tail”, announced on his blog in October 2007 that he was blocking “Lazy flacks [who] send press releases to the Editor in Chief of Wired because they can’t be bothered to find out who on my staff, if anyone, might actually be interested in what they’re pitching.”
However, a 2005 experiment showed that press releases can garner a better ROI than a PPC campaign (Carton, 2005). So it’s worth ensuring you know how to be an effective practitioner in today’s connected environment.
