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February 22, 2007
Expand Media Efforts to Include Social Media
by MaryEllen O'Donohue
With the Internet continuing to be a powerful information resource, it remains the first point of contact for media and the public for breaking news. And, due to recent layoffs and cutbacks at newspapers and magazines, more print and broadcast outlets are expanding their offerings to entice new and existing audiences with social media elements including Web sites with blogs, message boards and podcasts, just to name a few, as ways to enhance dialog and information retrieval.
The trend in social media will continue to impact PR in 2007 as these online tools and platforms are fast becoming the way media and consumers gather information while sharing their insights, opinions and experiences. It’s the creative open forum for conversation and participation that social media provides that we must encourage our clients to embrace to enter the next phase of PR, being in tune with these emerging technology trends and shaping communication with media in the future.
We should continue our traditional approaches to media outreach, but need to learn how to do it differently. Becoming more aware of journalists’ needs and wants for online coverage is a step in the right direction. Offering photos, MP3 files, podcast links, graphics, video and multimedia, and building them in to press releases, along with other media offerings, will help to entice media interest in our clients and their brands while staying on top of this growing industry trend.
Posted by maryellen_o'donohue at February 22, 2007 11:02 AM
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