I have noticed recently a lingering thread of the past in discussions about industrial PR – a thread hanging over from pre-internet days when printed journals were the only communication channel available to companies wishing to use editorial/free-at-point-of-publication in their marketing promotion.
This view seems to still hold that industrial PR is primarily about dealing with printed publications – when in reality that has not been the case for many years. Print is still very important – vital to industrial PR – but proportionately the weight of activity and response today is overwhelmingly with the internet media of journals, directories, social media, e-news letters etc.
If your Marketing/PR agency is not comfortable with these internet media then perhaps it is time to talk to one who is?
