Leveraging “experts” has always been a great way to garner earned media coverage for clients. Experts are trusted resources that can organically land media placements while seamlessly plugging brands into the segment. Now that anyone with an Internet connection can share their expertise with the world, the once “trusted expert” is becoming a joke.
4. Bloggers forced advertising and editorial departments to talk to each other.
In traditional media, the role of PR has always been centered on garnering earned coverage for their clients. Editors and Journalists churn out massive amounts of content on a daily basis and PR has always been able to provide story inspiration and assets to help create interesting stories.
Many PR professionals approached bloggers in the same way they approach traditional media. What they didn’t realize was that the work of creating content, engaging in social media, and building massive audiences was often a full-time job. Unlike journalists and editors who receive a salary and benefits for their work, bloggers were making little to no money from their sites, which made them wonder why they would promote billion dollar brands for free. Bloggers began requiring compensation for creating branded content and the role of PR changed once again.
Traditional media’s advertising and editorial departments, which were once divided, began to work more closely together. Over the past few years, garnering earned media coverage has become more challenging than ever, forcing PR professionals to become more educated on the business of media channels and find out of the box ways to garner the coverage they need.