With all the other marketing changes taking place around us, is it any surprise that public relations (PR) has gone digital? Consequently, you need to reevaluate the old methods of PR and incorporate new media strategies into your marketing plans. Your audience is online, and journalists no longer have the same level of "gate-keeping" power they once did now that businesses and individuals can also reach out to people directly. While connecting with journalists is still important, it is now only one part of the PR equation.

However, regardless of the online, print, or broadcast media channels available to you, the problem still can be stated as: Doing business without public relations is like winking in the dark. You know what you're doing, but no one else does!

After all, the primary job of PR is to attract attention, delivering high visibility with
something advertising simply cannot match: credibility. When a third party such as a journalist, blogger, or even a chat-room member says nice things about your company and/or product, your credibility soars. This is because someone else, not you, is saying the nice things. Let's face it, wouldn't you rather be advised to "check this out" than be told to "buy, buy, buy"? Sure you would. And if people say bad things about you, you need to be listening to the conversation and respond quickly. Social media and online sites make it so much easier for your customers and critics to complain, but also much easier for you to respond (on a real-time basis in some cases).

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