Chapter 4. Reaching the Wired Media for Better Coverage

Where does the editor/journalist fit into PR 2.0? Even though PR 2.0 breeds citizen journalists who have a passion for publishing their opinions on blogs and social networks, the media will always be a powerful influencer. Remember that the media triggers and feeds into today’s web conversations. Today, most journalists are wired for the Internet, on the go, and ready to converse with the professionals who know their communication preferences. Whether you intend to prepare a general PR release or are responding to a specific request from a journalist for information about your company’s products or services, the Internet has become a valuable two-way conduit for researching as well as disseminating ...

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