Monday, March 15, 2010

Going Direct 

With shrinking in the mainstream media, PR practitioners who relied on journalists to get messages out are now faced with going directly to target audiences. This raises several issues of the function of mainstream media and the tasks that PR takes over. This essay discusses both and points out that PR has undertaken a significant burden when it chooses to go directly to target audiences. There are issues of credibility, content choice, frequency and distribution -- all of which need to be solved if a medium is to be effective. However, the practitioner may have little chioice but to tackle these questions if there are fewer third-party gatekeepers to approach.

The essay is the 109th posted on online-pr.com.



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