This article discusses the transformation of the media landscape and the increasing importance of digital advertising in reaching a wider audience.
The media landscape has changed dramatically since I started working in the late 1990s. Back then PR was the undisputed monarch of the marketing mix and coverage generated on behalf of clients was worth its weight in gold – whether it be a piece in the daily paper you picked up on your way to work or an article in one of the many trade magazines that landed on your office doormat with comforting thump.
PR, and in particular the media relations element of it, has always done that, but today it’s done in a way that gives it a shelf-life of virtually magical proportions. Online versions of print publications ensure PR stories don’t end up as fish and chip wrappers. Instead, they stay accessible on the internet for ever more – providing layer upon layer of brand authentication for any business.
Media Landscape PR Marketing Mix Coverage Print Circulations Digital Editions Social Media Advertising Brand PPC SEO Digital Leads
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