As somebody who has cut his teeth on PR for the last 10 years of his working life, I can sense that there is going to be a change in how media relations should be conducted. The main point is in stories that are unusual, interesting and that will resonate with readers or viewers. Increasingly more and more reporters look upon the blogosphere for story leads and it will be foolish for PR practitioners to ignore this.

First, take for example Straits Times. The newspaper carries clout not only because it is established for over a century, also because its quality and character is maintained by authorized (or centralized) control, not like the free-wheeling Internet.

Second, press release distributors like PRWeb.com has extensive networks of news media institutions around the world and they spread news just as quickly as viral marketing, spam…whatever you call it. Once the journalists pick up your article, the effect and recognition on your business cannot be discounted.

The fact that someone wrote about the Long Tail signifies that it has fully arrived and it heralds the Age of Customization: people now know exactly what they want, and the providers who can give exactly what consumers want earn their trust and relationship in less time. That’s the power of the Internet now, via the search engines.

The newspapers can’t provide that customization x-factor or choice, however, they can survive because of their online edition (don’t forget this!). It may take another day or 2 later to publish selected news on print, but maybe it doesn’t matter much now.

The point is: if New York Times got wind of who are you and what are you all about, their subscribers will know in a matter of time, and that is all we should be happy and grateful about.

My 2 cents worth. Thanks!

best regards,
Nelson Tan
http://www.internetmasterycenter.com