Public Relations – Making News In The Digital Era – Or Any Era

Came across this today, which is a post containing ‘seven strategic steps’ to making news in the digital era. For ease, dear blog snorkellers, I reproduce them here. These steps, according to their author – a communicator of some note – focus the ‘news making’ process to ‘shed old-style communications practices, like press releases, that no longer work’ in order to ‘begin making your own news online in a compelling manner to engage audiences’.

Here they are:

  • Advocate change
  • Avoid compulsively marketing and promoting
  • Start listening and engaging in conversations
  • Embrace storytelling
  • Use plain language
  • Reach out to fewer to achieve more
  • Become the credible voice and face
  • Don’t be afraid to try something new

Initially, I looked at these and thought – here we go again – another set of Utopian guidelines for engaging in the global conversation, where everything goes with the flow and there are no real goals, objectives and outputs; where you’re not supposed to expect anything in return and virtue is its own reward. Not new-style communications, more the absolute antithesis of what lies at the heart of professional business communications.

Then I looked at them again, and realised that these steps are no more or less than a beginner’s guide to media relations. In point of fact, the press release has been dead for 10 years, and these steps are how you develop a relationship with your sector journalists (print, broadcast and online – but mostly print). These steps are your route map to a one-on-one live encounter with a hack who you hope is going to give your business/brand/organisation a good hearing. These are the seven strategic steps to running your conversation over lunch.

As such, they’re very useful.

2 thoughts on “Public Relations – Making News In The Digital Era – Or Any Era

    • David

      I thought, that by posting a link to your content, and referencing it in my copy, I had given you credit. If I’d cut’n’pasted it, without linking to the source and without mentioning that it was not my own orginal thinking, then that would be a different matter – but I made it clear that it was something I’d read, and I gave my readers the chance to read it for themselves. I can’t help it if they’re slow to click on a link.

      And, as an aside, if you’re going to claim copyright, then do us the favour of spelling it correctly.

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