As print circulations continue to decline and digital continues to expand, it is not surprising that PR now focuses more on producing online content rather than just trying to get mentions in traditional media.
As David Alexander, managing director of agency Calacus Public Relations, puts it: “Public relations now means public relations, rather than just media relations in the way it had evolved to be.”
Producing online content allows a brand greater control, but this does not mean that everyone prefers it.
Alexander says: “Coverage is still something clients want more often than not. Whether that has to be in hard copy or online is a moot point, especially considering the potential reach of news sites such as the Daily Mail Online. Clients always love to see their name in print, assuming the story is positive or balanced.”
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