"...we must be mindful that a great “placement” in and of itself no longer has the capacity to drive a contemporary communications campaign. Stand-alone news stories are simply too ephemeral or lost altogether in the vast ocean of dynamic content. For a story meme to take hold today, it must reside and be amplified across multiple news and social channels even if that means using alternative (e.g., sponsored) means for achieving it."
Peter Hilmer leads Flatiron Communications
You hear a lot about the death of traditional media.
But I have yet to meet a client who does not want to be on TV, score favourable print coverage or hear the Boss on radio. Few, if any, demand more Facebook and less conventional coverage.
So, it was refreshing to read a recent post about media relations continuing to be important and no way is it a dying PR skill.
New York-based PR pro Peter Himler says old school media is still critical for success but must be part of a broader engagement program. He claims many PRs have failed to keep up with changes in journalism which means they are not earning the coverage they previously did in less digitally challenging times.