There’s a great article over at Mashable about how web technologies such as social media have impacted the Public Relations business.
It seems that, slowly but surely, companies are realizing that the “spray and pray” approach to distributing information – par for the course for most PR companies until very recently – is finally on its way out.
And about time too.
With so much digital noise competing for our attention, it could be said that media releases are more important now than ever before.
But for the vast majority of press announcements to remain valid forms of “content distribution” (for that’s what we’re talking about) we need to get away from the days where “Big Company #1” blasts out a release a day (or more) simply for the sake of it, expecting everyone to drop everything and take notice. Judging by the content of many that I see, most press releases today have little ‘meat’ to them, and seem to be sent out as much for the backlink value as anything else.
Today’s PR company needs to look deeper into who actually needs, cares and benefits from your news, and have the courage to educate their clients that more is not always better. Surely we’ve moved on from the days where we would just blast announcements to all and sundry, hoping that something will stick?
Just as with social media, PR is no longer about talking to your audience. It’s about talking with your audience.