Here’s how it used to happen: You created a business and wanted to shout that to the world. Or maybe you had big product launch or some important company news. You wanted to get the word out there and generate some of that elusive buzz.
So you called a PR agency or publicist and they invariably said, “Let’s do a news release. That’ll get you noticed!”
And more often than not, that’s how thing went.
I’m oversimplifying, of course. If you were working with someone reputable and smart, there was a strategy and carefully targeted outreach based on longstanding relationships and an understanding of what the media was looking for.
But things have changed.Read More