How has the digital age changed your PR strategies?
Good question and relevant to the overall transition from print-based services going to e-services. Here is my hands-on experience with the digital evolution of public relations and marketing:
Media kits don't necessarily have to be printed anymore. When I was a magazine editor, we received all press promotion in the form of paper media kits. The print costs for the folders and content could be enormously expensive. The cost was naturally transferred to the client. A national media campaign just for print costs alone cost thousands of dollars. Now my best estimate is that a small minority of media still want print media kits sent. I do run into those outlets that want sample copies of print books to be included, but even these outlets are starting to accept the eBook version and e-media kit. The savings on print and postage is enormous.
Bloggers are having a greater and greater impact, but many of the small- to medium-sized bloggers are not included on major media contacts lists. This means your PR professional must be astute at research to dig up those bloggers with the most impact on your target markets. If your PR pro isn't a specialist in your market area this can be an entirely new learning curve. Time will have to be invested in research for your professional to come up to speed. So do consider that information when hiring someone.
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