This role--change is at the heart of what I call "PR-Marketing 2.0," and in this (as in most marketing and PR concepts), David and I are of one accord. For more than five years now, I've been encouraging clients to embrace the use of "news releases" as a way of getting "the word" posted on the many news websites - those that (under contract) republish releases placed via BusinessWire and other wire services - sites such as Yahoo, Marketwire and a host of other news (and news release) aggregators.
After reading David's insights, I had one of my own. News releases placed over one of the major wire services - the ones that, via contract, feed content to the big online news sites - are nothing short of a new online advertising medium. Without quite intending to, these wire services have become a fee-based way of getting your news out, through the Internet, to news-reporting places where potential clients or customers can find that news.
Here's what I mean. In traditional advertising, your ad-buy guarantees that your message (in print or broadcast form) is placed in a certain medium, generally at a specific time and often in a specific location. However, in traditional PR, you were not buying a message placement - instead, you were buying a means of reaching out to a news media gatekeeper, asking for coverage and using the news value of the release as justification. If you used a wire service such as BusinessWire, you were increasing your odds of being picked up, but you were not buying placement.
Ned Barnett - ned (at) barnettmarcom (dot) com -