Encyclopedia of marketing
21 february 2017, 23:20
In the old days a press release to think was a corporate press release and nothing more. With the advent of the Internet the game has changed. In order to make maximum use of the advantages of the virtual market of ideas should change and the practice of preparing press releases.
Once a long time ago except for the author of a handful of reporters and editors of the original text of the press release almost no one saw. The reason for the press release could be the only important news in addition to which cited comments by so-called independent buyers, analysts, experts.
The message became available to consumers only if it appeared in the press. And to judge its effectiveness could only be through the collection of newspaper clippings updated when any publication bestowed the plot.
Today with the right approach press release directly helps to attract customers.
The specialists of marketing and PR is well known that collectors news like Yahoo News and Google News almost in real-time distributed publish in a web environment, corporate messages and sometimes putting them on a par with the materials of news agencies and news publications.
Of course, such honor is given, not all corporate communication.
But it is not in any network censorship. Just PR-specialists of companies in the majority still underestimate the possibility of communication on the Internet and do not understand how must be radical changes in the strategy, preparation of press releases to make them the most effective means of direct communication with the consumer audience.
In our days, the press release becomes available, consumers ' attention directly so you have to speak their language. This does not mean that the interaction with the media has lost all importance. Contacts with leading and specialized publications are an integral part of the communication strategy of the business and in certain sectors, this aspect still plays a crucial role.
And of course some part in newspaper stories invariably drawn from corporate communications.
However, your primary audience is no longer restricted to a dozen other journalists. Now millions of users of search engines and RSS feeds.
The new rules of the game are as follows
Until recently, a normal company, it was almost impossible to imagine the role of the publisher. Spread the news could only magazines Newspapers radio and TV.
Things are different now. The electronic equivalent of the samizdat has become a leading course in which regardless of the scale of activities everyone can participate the visitor Network.
In Raleigh today.
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