Last week, we touched on how advertisers and fashion magazines were responding to new media.
But what about PR pros? How are they responding to the web? Do publicists think writing press releases and putting them over the wire is a time suck especially when editors and bloggers want their information faster? Do all PR pros believe in pitching influential bloggers? Or do they dabble in both depending on how traditional the client is?
No matter what, there will always be that one client who wants a “Page Six” and believes more than anything, that they should be on Oprah. So, in addition to pitching traditional media, we now have to focus just as much of our attention (if not more) on pitching bloggers relevant to our clients. PR pros should go about pitching bloggers exactly how they do editors and producers- become familiar with their work, know their beat and pitch when you have a client appropriate for what they cover.
There is a lot of information out there so we compiled a few bullet points from the platforms we trust to guide us along the way:
- New York Times’ David Pogue on press releases: Most journalists trash them and in his opinion, they are a “vestige of time” http://bit.ly/2mdWEh
- Spread the Word via influential bloggers: take the time to develop lists of influential bloggers relevant to the client you’re pitching because it’s a lot easier to share a good blog post about your client than it is to share a magazine clipping http://bit.ly/blogpitching
- Every client may want the web, but that doesn’t mean they know how to use it: Social media is an investment and clients have to invest in people to manage it, according to Neil Kraft, president of Kraftworks.