PR moves from push to pull
We wrote a press release for a client recently on quite an obscure area of email marketing but it happened to contain some research information which revealed something nobody in email marketing knew about, which was of obvious practical value.
It ran in a couple of well known marketing portals to start with but the ripple effect was quite extraordinary, picked up on so many blogs and related company sites that we literally gave up counting. It was like throwing a heavy stone into a lake and watching the ripples flow out.
The implications for online PR is that story content is progressively king online, especially when you bear in mind that it is very tricky if not impossible to pitch to blogs. Add to that the SEO implications of all those mentions and we should all be looking on our client’s beach for the heaviest stone we can.
Hi Ross,
Thanks for getting back so quickly, re: your blog “Are blogs pants?” Is this the right stream to talk about me question about blogs??
Joe
Et voila the power of the Buyersphere! Content is, of course, king – and marketers like me and PR people like you don’t have the control we used to have. We’ve got to be more ingenious and use the new media for hat they are. It’s a fascinating area – and surprising to me that yours is one of relatively few PR firms to really get what it’s all about. Good blog by the way.
John
Thanks John, I’m psyched (in an English sort of way) about mobilising corporate communications through social media and blogs. As for old school PR, to misquote Danny the dealer “they’re wearing hippy wigs in Woolworths man…there’s going to be a lot of refugees”