A newsroom has always been a brand’s window on the world.
But the way we’ve been communicating with the world through this tool has changed quite a bit over the years.
Today, in the era of oversupply of all sorts of content, which almost everyone creates now, we find it increasingly difficult to be distinct.
On the other hand, PR people some time ago already accepted the fact that they wouldn’t be able to accomplish much by speaking just to journalists or keep focusing on the same dull formats used over and over again.
The development of new technologies, the ever-present digital connections, as well as the increasingly demanding and well-informed audiences—all these elements have contributed much to the fact that working in PR today requires a more comprehensive approach and oftentimes taking actions that are far from standard.
Most of all, however, it requires a focus on activities that will make audiences come to you because you can offer something extra, like a solution to their problem or something that will address their needs.