This is something that has been discussed here and other places – but Boston.com’s Scott Kirsner posted something yesterday that makes a lot of sense to us in the PR and marketing worlds – unique and fresh stories still matter to journalists and bloggers. It also touches on a topic that is often discussed in the client/agency circles – not all news is for all news outlets. It’s our job to understand the media and their needs and to also help our clients produce something that is tempting for specific audiences. It’s good to see someone like Scott calling out the fact that organizations today need to be strategic about where they want that new widget covered or success story highlighted – but the good thing for the PR world is that there are many, many more non-traditional opportunities for us and our clients to take advantage of.

Continue Reading