Cutline Speaks

Working hard for the money…

posted by Lauren on April 10, 2008

In a recent speech at Georgetown University, Rupert Murdoch discussed technology's impact on the media, commenting that technology is "making us work harder for our customers." I think this same is true for technology's impact on PR. Increased access to information leads to audience fragmentation, forcing PR professionals to work harder to get their client's message across to the public. Gone are the days of three TV stations and the daily paper as the main source of news. Our society has an abundance of sources to choose from and an ever-shortening attention span. This combination requires something truly catchy or innovative for individuals to slow down and take notice of the story being told.

While technology does pose certain challenges, it also provides a host of new opportunities for those in the PR industry. Most print outlets have online editions, and many reporters have individual blogs that are tied to those sites. There are also an overwhelming number of blogs that can help deliver targeted content to readers who may have a specific interest in your client. So while technology may make us work harder, it also enables us to work smarter as well.

Tags for this post: pr