Business Tv Show: Why Most PR People Mess Up Online

In this business tv show, David Meerman Scott reveals where most PR people are going wrong with online marketing:

“The biggest problem I see that traditional public relations people have is that they mistake media relations with public relations. So public relations is simply how an organisation deals with its public which is very different than media relations which is how an organisation deals with mainstream media, magazines, radio, television, newspapers and analysts.
So I think that traditional public relations people aren’t public relations people they are media relations people. They are skilled at working with newspaper, magazine, television, reporters, broadcasters and editors. They think that is the only way that you can communicate. Well I have news for those people. You can communicate directly to your public. You can communicate directly to the public through your website. You can communicate to the public through your blog. You can communicate directly to your public using press releases and that is a way that smart organisations are reaching people today.
Yes, you can still use media relations, you can still speak through the media as your mouth piece but that’s not the only way you can reach people and I think the problem is that most PR professionals are mistaking public relations with media relations.”

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