Today, Mashable posted an interesting article on how the PR world is starting to change. Instead of systematically sending out press releases, PR firms are now building relationships with reporters/bloggers.
This isn't incredibly shocking news to me. It is pretty clear that some of the more effective PR pros have well built relationships with journalists/bloggers. The main thing PR people need to do to be effective, is know the audience. If a journalist has been writing numerous columns on the housing market, would you pitch him a story about the presidential election? Of course not.
Check out the article here. It is worth a read.
