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There was a recent article in Advertising Age called “As Media Market Shrinks, PR Passes Up Reporters, Pitches Directly to Consumers”, by Michael Bush. He talks about how with the massive decline in print, many agencies are doing PR direct with the consumer. He mentions how nearly 30,000 reporters have left the industry since 2008. So marketers are literally creating their own content and are engaging with the consumer using a variety of methods such as YouTube. Mr. Bush sites a few examples such as Coldwell Banker. With the new social medias, marketers are able to get content to a potentially wider reach than print all based on interest in a product or service.
What Coldwell Banker did was launch a YouTube channel called Coldwell Banker on Location. The posts are educational videos about the housing market and the purchasing process. The channel launched with 300 videos and is now at 5,000 with about 500,000 views. To see the local Milwaukee branch click here: http://www.youtube.com/watch?v=jWQnzvN-yxU
The rules for PR have definitely changed. It’s no longer a one sided form of marketing. The potential for more people to see it is so much greater. Consumers can now reading your press releases directly whether it be right on your website or through a facebook page. Blogs and white pages are allowing for a new way of providing PR for everyone as well. There are distribution services such as PRWeb or Market Wire. You can use RSS feeds and news services like Google News. The main thing now for marketers is making sure their press releases are designed for searching and browsing. Content is now more focused on keywords and phrases that your customers might use. Utilizing links can be done to direct people back to your website for more information. The news cycle is changing. News can be instantly disseminated around the net.
How will you use it to reach out?
Caldwell Banker On Location
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