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McLuhan
was ahead of his time (of course). Today there are more
options than ever to bring messages to the public. Some
believed that this proliferation of media avenues would
make a PR pro's life easier. In fact, it is often quite
the opposite.
Public
relations people target certain media because of the
audience they reach. For instance, radio and television
are the best way to reach the general public, while
industry journals and business magazines reach
high-level executives.
It's
our business to know media. One of the most persuasive
reasons to use a public relations agency is because of
its media contacts - the agency can deliver your message
better than you could do it yourself.
In
today's world, the term media includes many more outlets
than before. Take Weblogs for example - online diaries
that feature hyperlinks from across the Web. Although
Weblogs - nicknamed "blogs" - might not
necessarily be on your clients' radar screens, they are
already beginning to garner vital readerships. So, by
recognizing blogs as a new form of media, individuals
who helm Weblogs could be considered viable media
targets.
Today,
in addition to other tools used to find journalists and
editors who cover a certain industry, PR experts must
also do a thorough web search to locate influential
sites and online journals.
The
advent of talk radio has introduced another new media
category. Syndication of popular radio programs offers
the opportunity to deliver a message to very large
groups of people. Research into talk show hosts and
topics can uncover valuable interview and guest
opportunities that translate into important media
coverage.
The
next time you have a message that you want circulated,
consider the audience and brainstorm over appropriate
media - traditional and new - that would best reach that
audience. |
