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» The future of PR from Andy Sernovitz's Damn, I Wish I'd Thought of That!
Good thoughts from Valeria Maltoni on the future PR and social media. Good PR comes at a cost - research, the experience of knowing what's important, the relationships we build to offer content that people want to make part of... [Read More]


@Hendry - "it pays to know the right conversations the audiences want to engage in" that sometimes comes from relationships, other times from listening and understanding what people are interested in. You got the challenge, to create something worth spreading.

@Steven - distribution now is beyond our control, however, we can inspire it.

@Luis - I suspect each one of us is getting some ADD these days with trying to keep up. Engagement comes over time by demonstrating you are a reliable source of valuable content. I avoid any type of marketing and I am in marketing communications :) Yes, we will talk about execution in 2009. We must.

I really enjoyed your post. I'm curious to know how PR 2.0 is going to make a dent in a society's waning ability to focus their ideas. I've always said the internet is full of the "shiny object" syndrome. Anything new that pops up attracts people's attention immediately. In the real world it's harder to change their surroundings, or avoid certain marketing efforts, but online it's almost immediate with a click of a button they can click on this banner ad, or jump to an article they want to browse, or click on an image they want to see.

I see people's attention being even more scattered then ever before with little room for attention to quality, targeted PR. I'm curious to know your thoughts on that, because users will avoid any type of marketing if possible, and what little there is seems like it was make little effect on users jumping around the internet and social networks so randomly.

Great perspective, the world is shifting away from a situation where we could, and had to, pay for distribution (TV, Radio), and once we had paid, put any content through that medium we wanted to. Now, we do not (and can not) pay for the distribution itself, but that distribution is done through the networks we develop, so if we don't pay (time/attention/money) for great quality content, the social networks reject the content almost immediately and we get no distribution.

Thanks for the post Valeria, much enjoyed again.

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