Comments on: Is manipulation an essential part of business communication? http://veryofficialblog.com/2008/06/23/is-manipulation-an-essential-part-of-business-communication/ Social Media Integration Means Business Tue, 30 Nov 2010 21:43:29 +0000 hourly 1 http://wordpress.org/?v=3.0.2 By: Ari http://veryofficialblog.com/2008/06/23/is-manipulation-an-essential-part-of-business-communication/comment-page-1/#comment-53 Ari Tue, 24 Jun 2008 15:03:37 +0000 http://shannonpaul.wordpress.com/?p=16#comment-53 The same old routines won't cut it anymore, that's true. But by "old routines," I'm talking delivery, not content. I don't think the essence of PR and media relations is changing. It's still about relationship building and being an honest and available resource for the media and the public. What's changing is the delivery method but that's not surprising. The delivery methods have been continually evolving and I can't imagine that will ever stop. The bottom line is you have to have a compelling story to tell if you want media coverage and you have to break through the "what's in it for me" barrier with the public. Otherwise, no matter what you do or how you deliver it will be irrelevant because you will be ignored while your competition reaps the rewards. The same old routines won’t cut it anymore, that’s true. But by “old routines,” I’m talking delivery, not content.

I don’t think the essence of PR and media relations is changing. It’s still about relationship building and being an honest and available resource for the media and the public.

What’s changing is the delivery method but that’s not surprising. The delivery methods have been continually evolving and I can’t imagine that will ever stop.

The bottom line is you have to have a compelling story to tell if you want media coverage and you have to break through the “what’s in it for me” barrier with the public. Otherwise, no matter what you do or how you deliver it will be irrelevant because you will be ignored while your competition reaps the rewards.

]]>