I've been impressed recently by the contact I've had from PR companies in response to my blog postings. They have: taken the time to find my work, read my words, find my email address and craft an email to me.
Usually the email contains further information about their client's products (which are mostly relevant to my articles), links to additonal supporting work and in some cases an offer of a product demonstration or contact with someone at the company should I want to get some more detailed and personal insight.
This is the long tail of PR working in the way it should.
The long tail of PR, first highlighted to me in David Meerman Scott's book The New Rules of Marketing & PR, shows how PR companies are increasingly realising that they don't need to spend huge amounts of money 'blanket bombing' the top media (newspapers, magazines, etc.) and can raise a lot of interest by re-focusing their attention further down the 'tail' at much smaller & niche players such as myself.
There's a lot more thought about this topic on Chris Anderson's site (who is actually Editor in Chief of Wired Magazine).
I wonder, as blogging and social media continues to grow, how PR companies will decide to segment the long tail of their audience, media and influencers. The different methods of identifying, contacting and dealing with the niche players will potentially be the difference between a good and a great Web2.0 PR company.
Showing posts with label david meerman scott. Show all posts
Showing posts with label david meerman scott. Show all posts
Monday, August 11, 2008
Wednesday, July 30, 2008
News Releases Matter!
What percentage of your press releases gets coverage today? Most press releases get no media coverage. This isn't suprising considering that Google News and Yahoo News between them have 50,000 Press Releases a month!
This is a shame as News Releases are often the best quality and most frequently updated content on a corporate site.
I recall David Meerman Scott, author of the book "The New Rules of Marketing & PR" (which sits on my desk at a client's office), commenting in a recent podcast that
According to him studies show that a higher level of education you have, the less likely you are to click on adverts - therefore organic content such as your press releases becomes more important to a more intellectual audience.
As the Press Release also evolves as within the digital space, e.g. into the Social Media Press Release, its important to remember that quality still matters!
This is a shame as News Releases are often the best quality and most frequently updated content on a corporate site.
I recall David Meerman Scott, author of the book "The New Rules of Marketing & PR" (which sits on my desk at a client's office), commenting in a recent podcast that
News Releases are still powerful and effective channel to reach the media
According to him studies show that a higher level of education you have, the less likely you are to click on adverts - therefore organic content such as your press releases becomes more important to a more intellectual audience.
As the Press Release also evolves as within the digital space, e.g. into the Social Media Press Release, its important to remember that quality still matters!
Subscribe to:
Posts (Atom)