Will Traditional Print Disappear? New Media and its Use in Strategic PRCategory: Marketing
Article posted by: Leslie McKerns
We know that to grow and sustain a business we must publish news releases and create feature stories. These press releases and feature stories are little snapshots that explain how our customers solve problems, grow their business and move more easily through life by using our products/services.
In these days of digital media, one of the key ways journalists, potential clients and investors find you is on the internet. As strategic PR professionals, we become your expert content writer and publisher, using the exact keywords in our naturally written copy that will bring you traffic and interested potential clients.
How do we do that? The PR professional identifies the keywords by thinking, “If I had this problem or this interest, I would type these keywords into my search engine and read the results.” Then the strategic publicist writes an interesting, informative story that includes those search terms as a natural part of the copy. (This is not an attempt to game the system, this is a sincere effort to match your company offerings to their need.) If the search engine thinks you did a good job, they deliver your copy up when those search terms are entered. (If your copy is delivered up in the first three of ten offerings on the first page " you just got an “A.”)
So, traditional print or digital new media? Both, please.
The single most effective thing you can do to market your company effectively is to be visible. And today, being visible means being visible on the internet - to journalists, to the public, to your niche market, your clients and potential investors.
No more static websites, sitting there year after year. Content and good content and new content delivers eyeballs.
Yes, print publications are shrinking and folding at alarming rates. Print is shrinking, because everyone is mobile; therefore not at home to read print; news is fresher when delivered faster; and faster means mobile.
The demise of traditional media is one of the most stated and debated “opini-stats” (opinion backed by statistics) in the journalism, public relations, advertising and marketing industry. However, there is a problem with digital media too.
The problem with digital-only publications is that they have not yet found an effective way to generate and sustain advertising. Without advertising, there is no money coming in to support content writers, bloggers, and news writers. It seems that without the support base of print, there is no capture audience to deliver the ads to; online readership is just too diverse and thinly spread. Digital publications will grow by supplying superior and fresh content. Content that people will read, and new content that people will return to again and again. Loyalty. Over time. Just like traditional media.
So, the jury is still out on the demise of traditional media. And for now, we’ll deliver content to both. Traditional media, the newspapers, trade magazines and publications you and your clients love to hold; and the new media; the blogs, internet sites, news sites, forums and discussion boards you and your clients love to share.
April 2009 copyright - mckernsdevelopment.com
Posted By: Leslie McKerns
Web: http://www.mckernsdevelopment.com
Contact: e-mail
| About the Author: |
| McKerns Development, PR, Marketing, Business Development, works with firms to increase visibility, promote their projects and services, reach the right customers and build business. For unique service packages, testimonials and samples visit http://www.mckernsdevelopment.com
Leslie McKerns is a professional consultant, strategic publicist and business development specialist for the A/E/C industry, marine and marina industry, medical industry and other professional service firms, a member of the South Florida Public Relations Network (SFPRN), a sought after contributor to major magazines, trade and newspapers, and content specialist for digital media and the internet. |
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