Bob Geller says, “It’s harder than ever before to grab media attention for PR-driven news. Even if you do earn coverage, you can expect to see diminished impact from that press hit. More PR people are chasing fewer journalists. Unless your company or product already has star power, it’s increasingly difficult to be heard above the roar.

These changes have been been coming for a while now, and PR professionals have tried to evolve. Many of us invested in social media — only to hit a pay wall as platforms changed their algorithms. Ironically, organic reach now comes at a price. So we sought an alternate route to market and jumped on the content-marketing bandwagon. There, too, we face tolls as publishers look to generate revenue from the virtual real estate they’re giving over to native advertising

Distribution itself has been one of the biggest challenges. PR teams long have depended on newswires, but they’re not as effective in the modern marketplace. Who cares if your press release appeared on Yahoo Finance or some other portal? Do you know which media outlets even see this? Most of them are glued to Twitter”.

The New PR: 5 Content and News Distribution Strategies You Need to Master

Entrepreneur

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