With the ever changing media environment, it is important to have a strong understanding of the key players and trends. Prior to the PR News’ Media Relations Next Practices Forum on June 17, 2010, John Deveney, president of Deveney Communication, interviewed with PR News offering the following tips in optimizing media relations:
- Bloggers are unique, and many of do not want to be treated as “journalists.” Executing specific programs to capitalize on what bloggers have to offer can create long lasting and significant dividends.
- Press Releases:
- Video, images and graphics allow for viral distribution and work great for social media. However, a “traditional” release can carry greater content. Use a mixture of both techniques for a stronger and more versatile outreach.
- Citizen Journalists:
- Consumer generated content and “citizen journalists” are continuing to expand. Watch the social implications and impact these journalists have, and how businesses can manage this expansion.
- Social Media:
- Make sure there is quick response to challenges and opportunities that social media brings to the public relations profession. Society is ever-changing, and our profession needs to manage these changes.
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