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» Why Isn't PR Aligned with Social Media? from Ari Herzog
Can you help me understand why public relations and communications firms are seemingly disconnected with the social media world?Earlier this week, for instance, Chris Brogan suggested Douglas Welker w... [Read More]

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I think there's also an implication here, and probably a good one, that paying attention to the right kind of media is key. The balancing act is not so much about controlling every individual impression--you can't anyway since sooner or later someone is going to write something bad about you--but about being sure you are worrying about exposure in the kinds of media that matter most to your customers. Great coverage in the Wall Street Journal will mean less to a video game designer than it will to a financial manager. It's that simple.

VM, this is great stuff. Thanks for taking the time to think it through and write it!

It's not so much about volume of coverage as about the involvement and activity of those that are listening to the articles written about you. There are many articles and theories within the PR background that show this.

If you find the right audience then your message goes through. There's a demonstration of this with coverage of events. With a small camera you can cover a live event in a local town. Take that same media and place it on YouTube to see the audience expand.

It works for individuals but it's also worked for the Olympic coverage where there is discussion of how the use of web based video helped invigorate a keener interest to watch events on television as well.

It's about finding an interested audience than a big audience. In fact it's a look at niche markets and how to invite more people.

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