correct media has always been key to a sound PR policy.
With the current shifts in consumer media consumption,
identifying those targets can be quite a task. Here are
a couple of ideas to help navigate the new media waters.
Web-based journals are a prime example of how media are
shifting from the one-to-many approach (i.e.,
television) to the one-to-few approach. People who visit
and return to certain blogs demonstrate a real interest
in their topics and content. These journals can exert
quite an influence on their readers, but approaching
them for publicity purposes can be dicey. (for more
information on this subject, look
How do you
find the blogs that relate to your company or product?
Waypath is a good starting point that helps find blogs
by keyword, topic, activity and more.
These might be considered ďaudio blogsĒ Ė home-based
radio type programs broadcast over the web. Trylon wrote
about these recently (click here) and they are getting
increased traction in the community. As this is a
relatively new medium, the opportunities are enormous.
a search engine that lets you search for podcasts by
keyword. Choose a keyword that best relates to your
company or product and see if any of the resulting
podcasts specifically relate to you. If so, you can
contact the podcastís producer and offer to go online
with them to discuss relevant issues.
What? This is new? OK, in todayís compressed time frame
world, the World Wide Web seems as old as Methuselah.
But itís only been a decade since people really started
using this medium Ė and look at how far it has come!
than ever now start their research, shopping, and media
consumption by going online. As a result, if your
company publishes its own blog, podcast, newsletter, or
any other changing and relevant Web-based publication,
you may already have an easy opportunity to reach the
public through the Web.
you be the medium? As long as itís disclosed up front,
there is no harm in offering insight into what you do
and why you do it. Simply make your Web pages search
engine friendly and you will be amazed how people will
find you. Bring valuable content to the table, and you
will have them returning for more.