Be by Jessica Zweig

Author:Jessica Zweig
Language: eng
Format: epub
Publisher: Sounds True
Published: 2020-12-30T00:00:00+00:00

THE PR LANDSCAPE TODAY

A lot has changed since 2008.

And a lot has not.

Let’s first give traditional PR the credit it deserves. Without a doubt, it increases brand credibility, while increasing the potential for more profits, sales, and leads. It undoubtedly changes the way people think about you and thereby enhances your online presence and professional perception.

I’ll use myself as an example and my own experience in garnering traditional PR exposure. Upon launching SimplyBe., I was listed as the “Top Digital Marketer to Watch” in an article on Inc. and was featured in Forbes as a personal branding expert. Yes, this was undoubtedly a fantastic thing to be able to share in real time with my community (remember, my on-site event) and at the same to get seen by thousands of new potential readers on those two media platforms (off-site events).

But what has been proven to be the most compelling aspect of these respective media hits has been their longevity. Meaning, I am now forever able to say that I was listed on Inc. and Forbes as an expert in my field. That “stamp of approval” has opened up doors for me and my business beyond my wildest expectations. This is the true power of traditional PR.

But the landscape is shifting. With the introduction of not only blogging and social media, but publications like Inc., Forbes, HuffPost, and Mashable anyone can hold the pen. Anyone can become an influencer, a contributor, or a journalist, if they choose to be. You see, those two features from Inc. and Forbes were written by aspiring thought leaders themselves. People who had worked really hard to become contributors to these hugely respected platforms, thereby increasing their own clout and thus, personal brands.

Traditional PR is evolving, and today, there is a vast array of new opportunities to build your own thought leadership. It doesn’t have to stop and end with traditional PR. There are in fact many other opportunities to get seen outside your own platform in “nichier” places than Tier 1 media like Forbes, Fortune, ABC, and NBC. Most of the time, reaching niche communities is the best way to move the needle in your business. This leads us to your External Outreach strategy, SimplyBe.’s evolution on traditional PR, and the third component of your Pinnacle Content Framework.

As you build your External Outreach strategy, I encourage you to think outside the box and to take advantage of the PR landscape today.

Now more than ever, you have the power to become your own media channel. I mean, this wasn’t possible fifteen years ago. How fucking COOL is that?

I’ve said it before and I’ll say it again: what an exciting time to be alive.

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