PR is changing. Are you?
December 11th, 2009 by Paula Slotkin
Editor & Publisher shut down yesterday.
A few years ago, a headline like that would have made huge headlines. Now, it’s a blip.
The bad news about print continues to roll in fast and furiously.
Last week we saw the suspension of BusinessWeek SmallBiz and that follows closely on the heels of Fortune Small Business shutting their doors.
On any given day, print media seems to be in its death throes. So what’s a PR agency suppose to do?
A visit from Karen Reynolds, Business Wire’s Boston Regional Manager this week and gave us the highlights of their offerings (such as EON) to meet clients demands for expanded online distribution – and hopefully expanded online pickup. Karen’s presentation showed how Business Wire is moving forward with their technology and ideas for the future. They not only have accepted that print media is dying but they’ve adapted to be a forerunner for the change.
Paul Gillin writes “traditional media is collapsing” and goes on to talk about the changes we are all seeing as new institutions emerge to fill the communications needs no longer served by print. Paul goes on to talk about how we will all be turning to the newcomers in our organizations to train us in the new tools of communications.
I’m being pulled into the new world on the shoulders of folks with less than five years of public relations experience – yet years ahead of me with their flexibility and knowledge of technology. My background in working with companies, helping define their strategies and communications programs is being melded with tools that allow us to target the message to relevant audiences – creating an efficiency never experienced before. As constant and continuous media disruption becomes the norm, I’ve buckled my seatbelt for takeoff and am enjoying the ride, learning as I go and sharing what I know.
I’ll let you know how I’m faring on the ride.
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