Let’s face it. If you you’re stuck with business as usual, this won’t be your year. Brands are racing to catch up with social consumers who have adopted new ways of shopping and recommending. And similar trends of change and adaptation hold true for the PR industry.
In the past, the PR professional led a relatively peaceful and predictable existence. Securing coverage mainly entailed forming close relationships with ‘A-list’ members of the media who reported on one’s company, industry, and competitors. Now and again, you could look beyond the typical rotation of journalists for new reporters covering related beats. Schedules were punctuated by the ebb and flow of editorial calendars planned far in advance. Time was measured in months, or years. Contacts were held in a single Rolodex.
Not any more. The world of media has irrevocably changed. Social media, blogs, and other self-publishing tools have sparked an explosion of content and voices ⎯ at a scale and pace we have never seen before. Over the next 30 minutes, approximately 22,000 blog posts will go live, 2.3 million Tweets will fly, and Facebook users will post 2.77 million status updates and 41 million pieces of content. Then, factor in the steady stream of online articles from traditional media outlets, and an untold number of niche sites and other networks. [Read more…]