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Summing Up a PR Era Change
By: Doug Bedell
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While it looks like a post on behalf of his “New Rules…” book, which has been out for some time now, David Meerman Scott does a nice job of summing up why PR clipping books aren’t really what the craft is about any longer.

“Instead of focusing on a media relations program that tries to convince a handful of reporters at select magazines, newspapers, and TV stations to cover us,” he writes, “we should generate our own content to communicate directly with our audience, bypassing the media filter completely.

“(Ironically, the better your online content, the more journalists will find you. No Pitching required.)”

Yes, better to do creative blogging and watch it move up on Google, as an instance, than fuss over press releases to a dwindling number of media outlets. Identity is where other people find you. It used to be on newsprint, today not so much.

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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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