It's been well documented that we are in a massive marketing shift, one in which the consumer/prospect/customer has control and in which traditional media channels are fading faster than the Tweet you sent five minutes ago.
While the shift has been dramatic and swift, there still seems to be one area that is under utilized and offers huge potential in these down trodden times: Public Relations, or more specifically, Electronic-Public Relations (E-PR).
As advertising/marketing budgets continue to recede, marketers look longer and harder for the best bang for their spends. They are often being asked to accomplish more - increase ROMI - for less. That's where E-PR can play an impactful role in assuring that results are lifted and goals are met.
With the proliferation of blogs, email, Web sites, microsites, microblogs like Twitter and the emergence of most of our information coming from online sources rather than traditional print resources (formerly printed newspapers and magazines), fresh content is something that's still in short supply. That is, content that is exclusive or helps differentiate your product/service from your competitors.
Compounding this is the fact that most journalists have more to do (usually writing and editing for two, three or more online properties; sometimes separate print editions as well), are being paid the same or less and are searching for relevant content that will resonate with their audience(s). Things move much faster today than they did five or 10 years ago and thus content needs to be sticky in order to sustain readers and make money. That is, it needs to be refreshed more often.
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Source - Chief Marketer
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