The internet has made PR public again after many years of just focusing on the media. The key to online PR is influencing the influencer - blogs, online releases and forums allow companies to communicate directly with their audience.
Many PR professionals have a fear of the unknown - they don't understand how to communicate directly with their audience as they have always done so through the media. Modern PR teams should be looking to influence those who can directly influence a journalist.
It is natural for old school PR professionals to resist the move towards online PR and try to dismiss it. But PR, by an agency or run in-house, is about reaching your audience and this can't be restricted to just the press.
Paul Stallard, account director, Berkeley PR
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