I want to dedicate this post to briefly touching on the "new" model of public relations. Much has been said about the topic already, but check out the links below and incorporate these lessons into your Rainmaking 2.0 arsenal:
PR: Faster
PR: Faster
RSS and newsfeeds are nothing new, but are new to a lot of people. This article by Steve Rubel addresses the new model of the press release, and how social network newsfeeds will become the primary way we get news out to the public at large in the very near future.
Similarly, Hubspot has posted a video by David Meerman Scott that dives deep into the topic. This is a must-watch for those trying to understand the immediate relevance of rainmaking via 2.0 channels.
PR: Better
Rubel's comment in the aforementioned article that "what's interesting...is that the freshest story isn't always at the top...it's often the one that generated the most recent activity from the community" really sums up the point. This is "better" PR in the sense that RSS feeds push hot and relevant topics - the topics that people want to talk about - to the top of the pile. It sort of screens out releases that are new but not necessarily newsworthy.
Granted, this automatic filter can also push some really interesting stuff away from us. But it's the fact that PR has become interactive that is most interesting with regards to the PR discipline in general. And if you have something to say about current events (and you should, particularly as it relates to your area of expertise), then you benefit from this model as well.
PR: Yours
So you want to Make Rain? Then read and write.
- READ other's blogs, releases, feeds, Tweets, and similar posts
- WRITE back and tell the world what you think
If your insights are thoughtful, fresh, relevant, and non-predatory (read as: DO NOT SOLICIT), then you'll quickly become to be seen as an expert in the topic and drive traffic to your site(s). Coupled with your own "other" blogs, sites, posts, or feeds, you will soon be seeing more rain than the Gulf shores.
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