By Robert Wheatley

Web is the ideal environment for PR tactics

In a recent post we talked about the erosion of influence for mainstream newspapers amidst the surge in popularity of online sources of news for both younger and older consumers. We are witnessing an evolution that is gaining momentum in media platforms and news consumption. And technology may sooner-than-later usher in he next big shift: A new era where online and television merge creating a content universe that is instant, global, visual, entertaining, interactive, selective, customizable, educational and transactional.

Because media currently exist as separate and unique silos — TV from print, radio to online and so forth – editorial media placement strategies are aligned with the characteristics and needs of each channel. Although there is certainly cross-pollination between the Internet and other mediums, there is still division of platforms. As they combine, what are the implications for brand PR outreach and editorial media placement tactics? Gone will be the physical limitations of deadlines, for example, associated with when newspapers go to press or TV news goes on air in its time slot. The news cycle will be (it is already for the most part) immediate, pervasive and 24/7. The shelf life of stories has moved from a few days to unlimited because what goes on the Internet exists forever in accessible archives.

Implications to PR strategy

Splintering of media targets from hundreds to thousands of content and audience relevant locations and channels will require new approaches to outreach. Therefore, skill sets to direct and shepherd the flow of news and information will adjust. Processes used to distribute news must evolve. Tone and character of copy and how stories are cast is already expanding to accommodate conversational channels like blogs and social media platforms.

Direct Delivery

The Web beckons a vast publishing platform that allows brands and business to convey messaging not only through third parties but directly, too. And while it may be tempting to “ad-ify” these vehicles and simply move paid forms to digital distribution, the consumer attitude towards this kind of communication has changed, too. Today’s protocol for engagement is centered on education, information and entertainment that aren’t wearing “buy me” on its sleeve. Help me first then earn my attention; understand my interests and help facilitate my passions to secure my allegiance — this is now the price of entry into a two-way conversation between brands and users.

Witness the change unfolding today in politics as President Obama ushers in the first Presidency founded on direct continuous interaction, feedback and communication with constituents – thus enabling him to by-pass all filters (including the press) and push his agenda one-on-one in the voting districts of every publicly elected Federal office holder in all 50 states.

The New Media World…

Assessment – We can know instantly who is listening and secure feedback in real time.

Conversation – This is happening whether brands choose to participate or not. Better to get involved than sit on the sidelines.

Response – Knowledge is power and we’re able to respond to what we learn with incredible quickness. Conversely stories are moving at the speed of light. Misinformation that goes unchallenged can steamroll into reputation problems that take root in hours not days.

Content Creation — Hunger for the authentic is all around us. Consumers demand honesty and transparency. This has to be factored into brand messaging strategies, the channels of communication that are used and how communication is served up.