Here are some key takeaways for PR professionals from the Meet the (New) Media panel that I moderated for the New York chapter of the Public Relations Society of America (PRSA) on November 29, 2006.
- Know where your audience is online.
- Get in front of your audience. Use techniques like search engine optimization, online marketing and content syndication to increase visibility.
- Read the blogs and publications your audience reads. Pick up the RSS (really simple syndication) feed to stay on top of updates.
- Know who produces the content and what sort of information they find most useful.
- Personalize your information to the writer’s interests. A colleague of mine often says that online, “the riches are in the niches”.
- Brevity is essential. Forget the press release. Instead, craft a succinct, relevant and compelling overview.
It’s all pretty basic stuff and shows that PR professionals really can and must take advantage of online communications. The most important thing is to understand what works online. This comes through experience and familiarity with the online space. As a bonus to readers of this blog, I am offering a document called The Changing Media Landscape (PDF 170 KB) that I prepared for my colleagues at Fleishman-Hillard. This is a good primer for those less familiar with digital media and online PR that outlines some of the tools and techniques we use to navigate new communications.
The PRSA panel of experienced new media types included:
We also celebrated the most popular Meet the Media event in the chapter’s history with almost 100 registrants. It’s definitely a sign of the times. Congratulations to Paula Horri (pictured below in the lower left corner) who organized the event.