A story in today's Media Daily News reports on a survey that shows consumers respond more to online articles than they do to online ads.
This comes as no surprise to those of us in public relations. It's how p.r. (or the publicity end of p.r.) is supposed to work. A big and costly ad campaign can quickly build awareness, but it's often the articles in print and the features and news stories on TV and radio that help build the credibility that stimulates or reinforces the desire to purchase.
And so it works online as well, the study shows.
That's good for us in the p.r. business. And despite the hype and mystique that often surrounds digital media, it's still good old-fashioned pitching that works. Know what the target media want, help them form a story that incorporates your material, and approach them with courtesy, consideration and professionalism.
New media... but the same old rules still apply.
photo from Journalism Assoc. of Community Colleges (JACC)