If you work in marketing and PR, you know there’s been a sea change. The old “push” tactics the industry once relied on no longer work well in the digital age.
As a PR professional, journalists and media folks are your consumers and today’s consumers increasingly reject top-down, interruptive messages trying to sell a story.
What they accept and crave is relevant content that draws them in, engages them, and helps them write the stories they know their readers want.
They want tactics that are inbound.
The problem, however, is most PR firms are still outbound organisations trying to survive in an inbound world.