Pump the Brakes on Digital

September 15, 2016

by Kacie Escobar

“Not so fast,” implies a recent Pew Research Center report, which pumps the brakes on the communications industry’s rapid migration to digital.

Despite what industry outlooks might lead us to believe about the internet as the most popular pathway to news, nearly 60 percent of Americans turn to TV most often.  Online platforms, including social media, websites and mobile apps, lag behind by nearly 20 percentage points.

As we’ve shared before, “Connecting with the audiences that are important to your success is the essence of good public relations.

There’s no doubt online news is “reshaping Americans’ news habits,” as the study suggests.  Put all your eggs in one basket, however, and you could fail to reach key audiences.

Online Media Means Lasting Messages

June 1, 2009

by Elizabeth Buccianti

A newspaper article may have once been Monday’s news and Tuesday’s birdcage liner, but with more and more newspapers posting and archiving content online, news articles are experiencing a much longer shelf life and longevity.

Case in point, the Orlando Business Journal recently reported Orlando making a Fast Company list of “Best Cities for Innovation.” The OBJ report was posted online on May 8, 2009 and the Fast Company article ran in the June 2008 print edition. Was Orlando or the 11 other cities any less of an innovation hotspot from the time the article published? Of course not. If anything, projects that landed Orlando on the list (University of Central Florida’s Med School, Burnham Institute for Medical Research) have grown by leaps and bounds and Orlando has more reasons to call itself innovative than it did in June 2008.

This scenario presents an amazing opportunity for PR professionals garnering media coverage for clients. When an article lives in perpetuity on the Internet, a client’s message endures through archives and Google searches. As C&P teaches in our Message Matrix Training®, news is anything you didn’t know yesterday. With information so readily available on the Internet, chances are that relevant messages will endure much longer than its print date.

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