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July 22, 2010
The Winds of Content
People in PR have no doubt been sensing how the focus is shifting from traditional media outlets to Internet-based content sites like blogs and social media. There's a lot to sort through and understand here, and we thought a news release from Topaz Partners in Woburn, MA, might be helpful to PR practitioners.

"Some of the most dramatic changes facing the PR community center on the state of the media, which is marked by shrinking -- and sometimes disappearing -- trade and business publications and editorial staffs stretched thin by this media consolidation," notes Tony Sapienza, Topaz' principal partner. "While this has challenged the conventional media relations approach to PR, at Topaz we see this media consolidation creating new content-driven opportunities.

"Content is clearly at the center of this evolution of public relations, as agencies like Topaz have stepped forward to link influencers, media outlets and clients in a new marketplace of ideas, expressed as compelling stories," adds Paula Slotkin, another Topaz partner. 

In other words, content is still king, but it's becoming far more dispersed. Approaches to coping with and capitalizing on this dispersion are suggested in the Topaz release, and we recommend giving it some attention.

It's clear that the winds of content are blowing strong, but from many more directions than previously. That can be disorienting, not to say challenging, to PR practitioners. But recognition of a climate change is the first step toward dealing with it effectively. 


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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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