Old School vs New School PR in a Web 2.0 World

16 07 2008

It amazes me how many companies still do not harness all that the Web 2.0 world has to offer when distributing press releases and creating industry buzz.  Let’s take a look at the old school vs new school approaches to distributing press releases.

The old way of marketing – Traditionally marketing teams would put together a press release and send it to a handful of newspapers, magazines and radio stations.  The press release might be mentioned/written about and those audiences who subscribe to the newspaper/magazine or who listen to that radio station would be exposed to the content of the PR.  If the company hires a reputable marketing firm, they may guarantee that their PR will receive more exposure due to the reputation and network of that firm.  But, how would they reach all of the other possible interested folks who weren’t part of one of those groups mentioned above? Simply put: they wouldn’t.  This translates to lost opportunities for the company in developing prospective customers and helping the company to push their brand to a mass-audience.

The new way of marketing – Nowadays companies who embrace Web 2.0 have so many other available tools besides the traditional vehicles for reaching prospective customers.  Now companies can have a website, blog, social networking pages such as MySpace, Facebook, LinkedIn and Twitter, and also reach audiences into the millions with their PR campaign – if they know how to properly target that PR for the internet.

Besides becoming diversified on the World Wide Web, companies have to debunk the old myth that you only publish press releases when you have BIG news such as a new product release, corporate merger or acquisition, etc.  Companies should publish press releases about anything that they have going on.  The more press releases you get distributed, the more your company (and brand) will stay at the tops of the major search engines when prospective customers search for your company and/or products.

David Meerman Scott, in his book The New Rules of Marketing & PR suggests writing a PR about anything from your CEO speaking at a conference to winning an award or publishing a white paper.  Whatever the subject, the goal is to keep your company in front of prospective and current customers.

Resources on becoming a new school PR expert:

  • I highly recommend purchasing The New Rules of Marketing & PR.
  • While waiting for the book to arrive, download and read the condensed ebook which focuses on web-based press releases with suggestions on how to properly optimize your PRs for the web.
  • Brian Solis’ PR Tips for Startups is an excellent resource for an overview on the history of PR and where we are today in the Web (PR) 2.0 world.  Solis provides thought-provoking and actionable tips for the reader to implement.
  • Another resource from David Meerman Scott is his Gobbledygook Manifesto which will help you to analyze your corporate marketing and PR materials, remove meaningless catch-phrases, and communicate with your prospective and current customers in way which they will understand.

Becoming proficient at maximizing social media, web-based PR and marketing, and understanding all of the available tools to you will not happen overnight.  It will take time to build these networks and is a space that is ever-changing to meet the speed of technology.  But, don’t be afraid of it, embrace it and utilize these resources to help you start understanding the Web (PR) 2.0 world.

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5 responses

16 07 2008
Old School vs New School PR in a Web 2.0 World | Based Conferencing Web

[…] Original post by Justin Levy […]

16 07 2008
David Meerman Scott

Thanks for writing about my book and my Gobbledygook analysis. I appreciate it. We really are living in a new world where anyone can deliver content direcly online, no “media” required.

Best, David

19 07 2008
Josh

I think you hit it on the head when you say that online marketing shouldn’t just revolve around when you have news. People want to be in the know about everything, they also want to be a part of something. If they are taking the time to research you or your products the chances are they are a talker and talker when given the proper tools will do just that, talk. Hopefully that talking is about you and product. Now that is a great use of an advertising budget 😉

20 07 2008
Using Unconventional PR to Gain Exposure « That’s Great PR! Blog

[…] my last post I mentioned that David Meerman Scott, in his book and ebook, suggests that we should write press […]

3 11 2008
Marketing to Buyer Personas and Inbound Marketing - David Meerman Scott’s Keynote at Inbound Marketing Summit « That’s Great PR! Blog

[…] re-reading David Meerman Scott’s The New Rules of Marketing & PR.  As you know from previous posts, I’m a huge fan of David because of his thought leadership in the space of inbound […]

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