Successful PR is no longer about writing press releases and pitching them to a bunch of journalists and counting coverage as the measure of success.
Successful PR in the 21st century is about using the entire PESO (Paid, Earned, Owned & Shared media) model with an inbound approach that is strategically planned with the numbers in mind, allowing you to use analytics and real data to measure success.
Why the need for change? Because the world has gone digital.
We are addicted to our phones where we can get information 24/7 at our own pace depending on our own needs.
We don't need anyone else to inform us or educate us.
I don't read the news. The news finds me on my Facebook, Twitter or LinkedIn feeds.
As a consumer and as a professional, I find the content that I want or need to consume completely on my own without the need for someone to give it to me.