How New Media will change Public Relations

With the advent of new media including social networks, there is a question I keep asking myself, especially after writing a Press Release…

Then I start comparing them…

The advantage of internet as source of news has been well documented over the last couple of years. However, if you have chosen new media for your Press Release your work does not stop there. There are over hundred billion websites out there, and you have to ensure that your news reaches your target audience.

Search engines are used for finding news, our job further is to use the right key words, external links and other internet tools to narrowcast the news to the right audience (SEO). Many successful company websites and PR agencies also use AdWords and AdSense to lure traffic to their releases.

PR Agencies and PR Professionals should know both Old and New Media like from the back of their hand and should know how to jointly use them. It is also important to figure out which medium will be more suitable – as this would be of critical importance to the success of any public relations strategy.

Kenneth Peter —