Internet outlets for PR activity are becoming finer grained, more challenging to learn, and likely highly rewarding for those who do learn or "engage" with them, the term of art on the subject. On the Bruce Clay Inc. site, Bruce Clay and Andy Beal provide a look at where Web-based PR is heading. Beal, an Internet marketing consultant and developer of the Trackur reputation-monitoring site, answers six questions from Clay on the PR scene in advance of his appearance at a SEO conference in Chicago.
Beal says it's a mistake to view social media outlets like Twitter, Facebook, and YouTube as distribution channels. They ought to be seen as places to build communities of interest and used to spark conversations and interaction to whatever comes along for a product, service, or organization. He also notes how Internet press releases differ from their print counterparts and how they're evolving.
The limitation of telephone interviews of the kind between Clay and Beal is that they are scattershot and promotional. But this is a lengthy one and worth culling for insights that are available without attending the Chicago conference. The PR scene is truly changing, but you already knew that. Here's some specifics on where it's heading.