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March 7, 2012
Branching Out to Create Content
Here, from San Francisco, is one way to help PR's future unfold — create it yourself. When the traditional PR firm LaunchSquad realized it couldn't service new media clients adequately, it created a new, sister firm — Original9Media. The new company is content-focused. It concentrates on "managing blogs, writing blog posts, creating videos, making infographics and developing mobile apps," VentureBeat reports.  

"LaunchSquad co-founder and Original9 adviser Jesse Odell (shown here) told us," VentureBeat notes, "that the current structure of his PR firm didn't allow for enough content to be made. He said, in many cases, providing content like viral videos and engaging blog posts will work much better for some clients than the traditional PR approach of pitching news and hoping journalists bite."

So if you sense the future offers new opportunities, branch out to meet them. LaunchSquad and Original 9 are showing a straight-forward way of doing just that. You likely need to be staffed differently to build a new media practice.  

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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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