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PRs Take Heart – Digital Isn't Much of a Welcoming Mat
By: Doug Bedell
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Lest the digital PR tide leave you with a beached feeling, here's an important distinction, pointed out by the hotel industry and which applies, presumably, to any experientially based business, say, an amusement park: "The value of editorial press coverage — whether traditional print articles, online features or blog coverage – cannot be underestimated and continues to be very important for us," says the communications VP of Starwood Hotels & Resorts, among others.

So look for clients who interact directly with the public, who need a welcoming, caring demeanor, and you'll still have plenty in the way of traditional media relations to offer, along with your digital skills and insights. This post from Hotel News Now should lift your spirits.

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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