Examining strategies for online storytelling

PR professionals and communicators are still trying to figure out the mostly new landscape of the Web. Some of the big differences between digital and traditional PR are philosophical.

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It’s hard to imagine a world without the Internet and the immediate access to information it provides. One of the reasons the Internet has become so popular is that it enables people to discover content proactively as opposed to having information shared selectively by traditional media outlets. The online audience is savvy, vocal and can discern what’s phony.

A genuine, interactive brand experience is the name of the game these days. Information consumers and digital media gatekeepers want content delivered the way they prefer to receive it and share it, whether it’s video, audio, print, images arriving via social media, in emails, or online newsrooms.

Content must be highly visible and searchable as well as interactive and user-friendly. The best content wins online, so that means you need the best distribution model. Often, that means letting the consumer and the media (or whoever you want to reach) come to you.

Measuring PR results in a digital age

In the same way the Internet has changed the information delivery game, it has also changed the way we judge success. Where once it was all about media “tonnage” as measured in eyeballs and ears, the Internet is a far different model requiring an entirely new set of metrics.

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