For the PR industry as a whole, there are more channels and tools today with which to reach consumers and other audiences, and the lines between paid and earned are blurring. Understanding and deftly managing the use of new paid channels can deliver important visibility opportunities for PR pros today.
The Internet has fundamentally changed the way that the publicity industry connects with journalists. Previously, a phone call pitch and a wired press release were the best, most effective tools available, and many times they resulted in coverage from the media.
Businesses everywhere are using content as a major part of their marketing. Done right, content marketing is a great way to establish brand identity and industry authority, not to mention create a connection with the consumers who might buy your products or services.
For PR pros and marketers, the days of calling up a reporter and getting him or her to listen to a pitch for a brand story are long over. Today’s journalist has far too much on the plate, and way too many potential news story topics to spend time on a phone conversation. In our digitally-based world, the phone call seems almost archaic.
Technology has changed many things, not the least of which is the way that people communicate with each other. Previously, PR staffers or marketers with a hot story idea had to phone up a journalist and wow them with a pitch. Journalists often had working relationships with publicity professionals, and would willingly listen. If they liked the idea or had space to fill, they might turn it into a story.
The relationship between the journalist and the marketing/PR professional has undergone a dramatic evolution since the dawn of the digital age. In the old days, prior to instant online news and the mountain of digital content, the two professions had a partnership of sorts.
Content marketing has proliferated in the publicity space for the last several years, and will only get more popular as time goes on. The majority of businesses now utilize content as a major part of their promotional efforts.
With the New Year comes a new logo. Brand.com is proud to premiere our brand new (no pun intended) logo, pictured below.
Brand.com’s Publisher Partnership program has an eclectic, diverse collection of some of the web’s leading publications. The P3 program can meet the publicity needs of any brand, incorporating both big name newspapers and more niche-focused sites popular with individual industries. Today, we’ll look at one of the partners that caters to the corporate crowd, AllBusiness.