However, most journo’s do appreciate well written media releases, which are newsworthy and on topic, include all the relevant information and images, and have plenty of lead time.

Another take on the future of marketing that Seth Godin expounds is the notion that your product itself is your most powerful marketing weapon.

Some products or companies attract the attention of journalists and spawn word of mouth interest.

It’s these products that become breakout successes.

Thanks again for stopping by…

Thanks for another insightful and informative report. I really love the way you walk your talk when it comes to marketing on the web.

I recently saw the LG ad you mention. It’s really been neutered. But what do the TV networks think they’ll achieve? Surely they must realise the game has changed.

Having worked as a journalist and later at a PR agency I’m not a big fan of PR. But it can work extremely well if you do it right.

One of my issues with PR is that the typical success metric is the number of times the agency gets your story in print/TV/radio. This leads to the PR agency spending hours harassing journalists to run their story, so they can justify their retainer to the client.

Journalists hate this because they’re usually stressed out, trying to get their story finished by the deadline. The last thing they want to do is talk to a perky PR about whether they’re going to use their story or not.

However, most journo’s do appreciate well written media releases, which are newsworthy and on topic, include all the relevant information and images, and have plenty of lead time.

If you do all of the above it’s much easier to get your story in the media. You’d be surprised how many PR “professionals” can’t even manage the basics.

Tracking the ROI on your PR expenditure is another thing entirely.

Charles

Thanks for stopping by. You’ll find plenty of articles on this blog and on our email list regarding implementation issues. There will be a number of new case studies coming out soon too, so stay tuned…

Will

I read this article through your newsletter and I liked it although I’m eager to hear more specific tips on how to take advantage of these trends. Do you have any concrete suggestions?