This really shouldn’t be news to media relations professionals, but unidentified client-funded video news releases that masquerade as independent reports on local news telecasts continue to haunt the public relations industry like a recurring nightmare.
Increased broadband access is inspiring an ethos of “my news, my way” among younger Americans, which should allow media relations specialists greater ability to reach targeted audiences. Another added benefit: these audiences are likely to be more engaged than their elders who skim the morning paper on the way to work.
Consumers are overwhelmed with content and media options, leading to their desire to customize media consumption, a trend labeled “Lifestyle Media" in a recent report by PricewaterhouseCoopers.
In his book, An Army of Davids, Glenn Reynolds gives an overview of exactly how technology is empowering the man on the street. As the writer of Instapundit.com, one of today’s more popular blogs, he should know.