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The Online PR Media Myth

Written by: Anthony Mora

Article Overview: You need an even media mix, and those that turn their back on so called old media and exclusively focus on the net, do so at their own peril.

The Online PR Media Myth

The Internet has changed the media game. More and more people are getting at least some of their news from news engines such as Yahoo! News and Google News. These sites have a huge growing audience that is not so slowly eclipsing CNN or the BCC.. Traditional media is losing ground on all fronts. As in the music and film worlds, the game has radically shifted.

But have we reached the time when it's better to get even a page one
result for an optimized article, that to land a story in USA Today, or
Time, or the Today? I doubt it. You need an even mix, from my
perspective and those that turn their back on so called old media and
exclusively focus on the net, do so at their own peril. Sure you can
probably run better metrecis and analytics, and perhaps do better on site tracking on online coverage. But there's a heck of a lot more to a powerful, effective PR campaign than that. PR is about traffic, yes, but it's also about perception. It's the most powerful form of branding available, because of the credibility and validation factor. Your story gains a great deal of its credibility by where it appears. If you are targeting industry insiders, a well-placed news engine story can be invaluable, as can a well positioned on or off-line story in one of the trade publications or sites, but if you're targeting the general market, the consumer, you're not only going for strategic placement, you're also going for bragging rights.

It's not only the media coverage itself, but the emotional reaction you can tap in your overall marketing campaign, or through word-of-mouth that you want to leverage. With that in mind, it's safe to say that unless you're targeting a very specific Internet-oriented clientele, the average consumer is still going to have a stronger emotional reaction, when they find out you've been featured in such media as Newsweek, CNN, the New York Times, or, dare I say it, Oprah.

Copyright © Anthony Mora 2008

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Article Tags: anthony mora, bragging rights, cnn, emotional reaction, film worlds, google, industry insiders, losing ground, marketing campaign, media coverage, media game, music and film, new york times, newsweek, oprah, peril, pr campaign, trade publications, usa today, word of mouth



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