Staying Relevant in Today’s Fast-Moving Media World

Staying Relevant in Today’s Fast-Moving Media World

One of the wonderful things about the age in which we live is that your opportunities to spread the message about yourself or your brand are greater than ever because of the Internet. But here’s the thing. Everyone else – your competitors included – have those same opportunities. That’s why you need to get your public relations message circulating and keep it circulating. You can’t count on a PR effort from the past to keep the momentum rolling into the future. Yet, as basic as that might seem, it’s not unusual for me to hear someone say something along the lines of, “I don’t need any more publicity. I did that already.” Well, that was nice then. But is your message from yesteryear still relevant in today’s market, or does the passage of time make you seem like yesterday’s news? “Relevant” is a significant word here. It’s critical that you stay relevant in the media, especially if your competition is out there getting noticed while you watch from the sidelines. The worst thing you can do for your name or brand recognition is to fold your PR tent and stow it away in the attic. I’ve used this analogy a few times in the past, but it’s such an apt one that I want to resurrect it one more time. Think of a gym membership. You can’t expect to sign up for a workout regimen to improve your health, but quit a month later figuring you accomplished all that was needed. Everyone knows that a limited-time-only effort at exercise is doomed to fail. The world of public relations works...