Micro Media is Changing the PR Practice

The proliferation of Weblogs and RSS news feeds has changed the practice of public relations forever. Despite all of the hype about media consolidation, we are no longer living in a mass media world dominated by conglomerates.

Today we're just as likely to be influenced by something we read on a blog like Scobleizer as we are by an article in the Wall Street Journal or a segment on Good Morning America.

This means that the role of the public relations counselor is changing...quickly. Clients are still looking to agencies to reach key audiences. This hasn't changed. The difference, however, is now PR pros must not only secure "earned media coverage" but also know how to influence influential bloggers, many of whom are part of the audiences we covet.

The rules of engagement are different in this world of micro persuasion. PR pros now must: 1) continually study how news spreads online, 2) identify and qualify the most influential and vocal members of their audience, 3) know how to reach these influencers and 4) learn how to easily assimilate into the audiences they want to reach by launching and promoting their own weblogs.

The goal of this blog is to track the phenomena of Micro Persuasion. It is designed to serve as an open forum where all PR pros can learn how micro media outlets persuade audiences and how to communicate key messages through the blogsphere in this new age.

Comments

[Constantin Basturea]

Welcome! :)

[rc940]

nice

[服务公寓]

good web.

[John Piercy]

Happy 2nd Bday MP

Thanks for sharing the amazing content with all of us in the Blogosphere

continued success

JP