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The New York
Times (The
Twilight of the Information Middlemen)
reports that more and more news is coming to consumers
straight from the source, rather than being filtered by
news outlets and media centers. This presents
opportunities to companies looking for ways to get
stories to the public.
Want the
inside story on how things are going in Iraq? You can
find out from Web logs published by Iraqis who are
living through the struggle. Interested in the latest at
Microsoft? Dozens of Microsoft employees are now
publishing Web logs.
The Internet
has become a valuable tool for people seeking
information. In many cases, it delivers information
directly from the source, instead of through third-party
material. The Times notes that scientific studies are
now available through open access sites, allowing
researchers to share findings in real time.
While there
will never be a substitute for creating and maintaining
strong media relationships, new opportunities allow
companies to interact directly with the public and
through original information sources on the Web. Whether
by contacting blog authors regarding relevant
information they’ve published or by creating their own
news sites, marketing executives can now share
information through previously unavailable channels.
As Wi-Fi,
broadband, text messaging, VOIP and other new
communication options open up, there will be even more
opportunities reach targeted groups with your message.
The key is to do it right by staying in context and
presenting viable information.
And while
the headline of the Times article alludes to the end of
information middlemen, it is ironic that if you want to
read it you have to pay a price – to a media outlet.
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