Friday, September 2, 2011

Public Relations in Reverse

Companies used to send press releases to media outlets in the hope of getting a story or mention so that they would have one-way access to the media outlet's audience. The media outlet would provide a third-party endorsement/denouncement of the brand by its inclusion.

Now, companies send press releases and opportunities directly to everyone in these audiences, engaging in two-way conversations. Everyone is now a publisher with the ability to endorse/denounce a brand.

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