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The Shift: From Pitching to Producing

The PR business is changing from an industry that once relied on traditional content producers, into a field that is leveraging new tools and crafting unique audio and video content itself. Prior to the internet boom, if you had a story you wanted to tell you had a variety of options from local & network television, to radio, newspapers, and a wide variety of periodicals.  So, your best bet was to craft a news release and start pitching to the respective outlets that you were targeting.  Along the way you would find a number of different reactions from the standard “We’ll get back to you…” to the “That’s not something we would be interested in,” or “Send me more information.”  Ultimately, if your story was accepted by an editor or a reporter, the final message was in their hands.  You could only provide them with the information and coordinate an interview – from there it was up to them what would make the final cut. While those were the rules of the game, for professionals who pride ourselves on helping our clients to tell their stories that created a pretty vulnerable and uncontrolled situation.  Now, before I go on, of course I recognize that that type of situation still exists and that there are many talented individuals that still pitch and provide great results for their clients.  However, with the advancement of the internet, the ubiquity of an internet connection from the PC to the cell phone and new gadgets such as the iPod and the iPad, a new channel to reach audiences has emerged. It is this new...

The iPadization of Content is Upon Us

Both leading up to, and of course, after Apple’s January 27th iPad announcement the interwebs were, and have been, a buzz about the tablet device that will now debut in less than a week.  It’s certainly been an interesting development to observe, and follow, as the implications could potentially run far and wide – both for the computing industry, as well as those in the content creation business. Personally, I think the iPad taps into the power of the iPhone platform but serves it up in an even more tangible size and for that matter a size that will likely in time become more palatable to a wider breath of audiences.  The iPad unlike the iPhone will have no expensive cellular contract or service usage agreements, it will simply work on any WiFi connection, or those users that wish can opt in to a month-to-month data service with AT&T.  In terms of the interaction, since the web’s introduction it has been a point & click type of world, but the iPad will change that it, and it will morph into a hands-on environment.  We’ll be able to look past the device and become fully consumed with our music, movies, and of course text-based content – or more poignantly those delineations are going to continue to become harder to make.  We’ll see magazines with embeded Podcasts, and electronic books that offer videos about their subject matter, and newspapers that will strike us more as the local television channel than the traditional paper. In the process, this iPad-ization of content is going to further drive consumption, alter the media landscape, and...

The Key To Moving Beyond the Recession

Over the past year, as a Nation we have witnessed a financial meltdown, which has been unlike any other series of events that many of us have lived through. Millions have lost jobs, and confidence in the market has eroded. Certainly, it is normal for the market to have fluctuations and for corrections to take place from time to time, but the last year was beyond what anyone including the “experts” had envisioned. The repercussions from these recent events run deep and have impacted millions; leaving many wondering what tomorrow will bring. As organizations look to the future and to moving forward beyond the financial crisis, and as markets strengthen and projects move forward, perhaps the most important component to the recovery is Communications. I do not write that flippantly, nor because it is the arena in which you or I practice. Instead, in order to get our Nation back to work, and to ease everyone’s concerns we must leverage the opportunities before us in today’s new media landscape to openly and honestly communicate and share the direction that our organizations and clients envision. Whether that means sharing notes and information via today’s social media tools such as Twitter, or Facebook, or doing a periodic Podcast interview with members of the C-Suite, or doing a media tour to promote events and campaigns. Utilizing these tools affords us the opportunity to share where our organizations (and our client’s) are heading with both internal and external audiences. Further, sharing our message will help to ease people’s fears, and instill confidence in the greater business environment and to our customers. While the...

Quick Hits for March 23rd

MediaBack Page’s Quick Hits for March 23rd : The Associated Press: Adam Carolla goes from canceled to podcast king – How the iPhone 3.0 Will Create a New Mobile Economy – Social Media Marketing Budgets on the Rise – Newspapers fold as readers defect and economy sours – CNN.com...