When it comes to content, sometimes old school can be a good thing (namely, when it comes to old-school rap or Throwback Thursday on Instagram). But when it comes to your company's public relations strategy, being old school isn't advantageous for your business or your brand.
Ten years ago, people still relied on morning papers for news. Today, the vast majority of your company's customers and prospects scan headlines on Twitter or see what’s trending in their Facebook feed.
People now have control over where, when, and how they consume information. As a result, public relations is no longer about feeding into a traditional news cycle; it's about providing relevant content when, where, and how your prospects, influencers, and customers will consume it.
Sounds pretty hopeless, right? Wrong. While relationship-building still helps you get into popular publications, we now have the opportunity to quit playing the waiting game and generate our own …