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April 18, 2012
Product Journalism Doing Well For PR
 
Tom Foremski on his IMHO blog pays tribute to PR for helping to create "a new form of journalism" — product journalism. "Why," he asks, "are reporters competing to scoop each other on news that is essentially a spec sheet about a mass-produced product?" Because PR created the interest. "PR spending continues to increase, every PR company I know is booming, hiring like mad. And it's because PR firms do their jobs well and, and the tech industry gets what it pays for: lots of news stories  about their products..."

So what products are your clients offering that you can get covered by your media? That's always been a prime function of PR. But at least as long as your markets hold up, now's the time to run with product journalism. "You sell far more product through news stories and that's what public relations firms do for their clients," Tom Foremiski notes, "they get their story into the media - and these days - into social media too. They help companies sell large amounts of products."

"PR is much more efficient than advertising," Tom adds. "You get far more marketing bang." Yet, he feels, "the future of tech journalism is certainly not in product journalism," and promises to have more to say about that in the next few weeks. IMHO looks like a lively listening post for PR currents.

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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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