The article, Need Press? Repeat: ‘Green,’ ‘Sex,’ ‘Cancer,’ ‘Secret,’ ‘Fat’ tells how a press release bearing a sexy headline about a toxic shower curtain caught the attention of major news outlets including ABCNews.com, U.S. News & World Report, The Daily News in New York, MSNBC.com and The Los Angeles Times, according to the New York Times.
PR consultants and press distribution services chimed in with their tips and tricks for using keywords in their PR methodology. The president of PR Newswire, David B. Armon, talked about his company's keyword density tool and elaborates on the statistics of recent PR trigger words.
Since when did the PR campaign become more about a mathematical equation of keywords and hits-per-click than actually serving the media? It's no wonder 'PR spam' is a term thrown around newsrooms and posted on blogs these days. With distribution services adding "sophistication" to the mix, many PR pros have skipped the basics in favor of an easier "point-and-shoot" method of content delivery. This is where social media becomes a game-changer.
Social Media and PR Harry Hoover, another PitchEngine member, is one of the masterminds behind My Creative Team's Twittering Journalists Wiki which hosts a running list of journalists and news outlets using Twitter. Not only is the list a benefit to PR pros, it could lead to more journalists adopting similar methods of less-intrusive communications.
As more media members begin to use and experience social media communication tools like Twitter and FriendFeed, the disconnect between media and PR pros will weaken. Journalists interested in receiving updates from a credible PR agency will choose to 'follow' them, and PR pros will be forced to (once again) engage with media, not just push content at them.
As PR pros, this is our opportunity to PR It Forward and help urge our journalist friends and media contacts into social media. Once there, the process becomes more beneficial for each of us. More content, more dialog and less of the rigid traditional press methods are necessary.
Distribution Takes a Turn
As Social Media Press Releases the TwitPitch, and MicroPR become more the norm, spamming your release seems less and less attractive, doesn't it? Current distribution methods may be super-sized and streamlined, but are they sending the right message to journalists? And are you benefiting from the relationships generated? Not likely. Time will tell how press distribution will change in the next few years, but one thing is certain, like newspapers and other media outlets they serve, wires will have to adapt to survive. What do you think, are current press distribution methods effective?
Monitoring Over Tracking
New start-ups like Radian6 allow PR agencies and brands to monitor conversations and analyze them internally. Unlike distribution services, it's not about how many deliveries, it's about what's being said. Kind of like quality over quantity.
The future of PR is in our hands. Journalists are already discovering the hardships of tradition in a changing industry, it's simply a matter of time before PR as an industry will change with it. Are you ready?
With a rapidly growing number of media members using Twitter
it's high time we PR pros put the reigns on run-on emails with attached
pdf and word format press releases. Buckle down and dial-in the details
for the most concise pitch of your life- the Twitter Pitch.
I've blogged about the idea of Pitching Media Via Twitter before and how the concept can probably be credited to Stowe Boyd's and his first call for the TwitPitch. the father of PR 2.0, Brian Solis, formalized the TwitPitch with his concept for MicroPR, an innovative approach to submitting and then monitoring using TweetScan or my favorite, Summize. I'm certain Brian has much more to come with the @micropr, so stay tuned for that.
One thing I think Brian left out was the inclusion of a critical link-
the link to your SMR. No need for a clunky email attachment when you
can do Todd Defren proud by delivering a powerful social media release to media in one mouse click.
Why the hype?
I don't think this is result of the "shiny new tool" syndrome. From a
journalists perspective, it could be the best pitch delivery mechanism
of all time. 140 words, that's all you get to get your message across
to media who are using Twitter, and are open to receiving your pitch.
What if they're not using Twitter?
Be the one to open the door and hand them the social media key to the
new universe. I talked about the importance for PR pros to share and
mentor in PR it Forward a couple weeks ago. Take it to heart and spend time teaching for the greater good.
Twitter Pitch Ethics
We've heard the PR spam conversations around the web time and again,
but most of the dialog is around email. Email pitches can be a
nightmare, but the a Twitter Pitch is much less obtrusive. If you're a
tweeter you know what I mean. I personally follow a couple hundred
people. I'm obviously not interested in each comment every person has,
so they just roll-off the page and are replaced by newer, fresher, more
interesting ones (so I like to think). For a journalists there's no
opening, downloading, deleting, etc., A Twitter Pitch comes and goes
like a interview at a trade show, only less tiring. With that said, you
still have to be careful about your approach. I'm a believer that
anyone can screw up a good thing, so take the time to tie-up all the
loose ends. Going to pitch REAL news? Then make sure your press
materials or SMR is ready to go the moment you pitch. Twitter doesn't
change the process, just the method for the pitch.
Here's an example of a recent Twitter Pitch: @exampleCampingWriter I've got the world's first Propane Coffee Maker coming out in August, 8 cups of goodness. Want some?
Pitch140
Alright, let's see what you've got. Introducing Pitch140, The Best Pitch in PR.
Pitch me via Twitter @pitchengine
and include the hashtag #pitch140, or post it in the comment field
below in less than 140 words. I'll follow up in a couple weeks with the
results and the winner of the first Pitch140 contest. You can monitor
the Pitch140 entries on the homepage of PitchEngine. Good luck!
On the heels of the heavy-handed announcement
by the Associated Press to strictly enforce copyright guidelines on
bloggers, Jim Kennedy, vice president and strategy director of The
A.P., decided he and his group would "rethink" their policies toward
bloggers, this according to the New York Times.
Kennedy was quoted in the Times
article, “We don’t want to cast a pall over the blogosphere by being
heavy-handed, so we have to figure out a better and more positive way
to do this,” Mr. Kennedy said.
So, here we are in the midst of a crisis for newspapers and a
crossroads for journalists and The A.P. shows they've made real
progress in adapting to a changing mediascape, right? Obviously, not
the case. Not only did they take a bad approach, they showed they're
just now thinking about how to approach the "blogosphere".
The A.P. relies solely on journalists to feed their massive news
engine. As a local reporter, you receive compensation for every article
that is picked-up. I've received a few of these checks in my time and
from my experience, it's nothing to count on as real income if you're a
local journalist.
Take the story of flooding in Iowa, for example. The AP is covering this story extensively, as you can see in this Google News search result. But local news media in Iowa is also covering the story extensively, as you can see in this search limited to Iowa sources — the story is happening in their own backyard, giving these local sources a unique perspective and knowledge.
So if a blogger wanted to discuss the Iowa floods and needed a source
to cite, they can easily find an original local source instead of the
AP story. And they can think of the link and the traffic they send as a
contribution to the local news outlet’s original reporting, particularly the local newspapers struggling with new economic realities.
The backlash is only just brewing and the boycotting has already begun. If I were in Mr. Kennedy's office, here's what I'd offer up:
The A.P. Goes Social
With the right mindset (and some creative hiring/consulting) I believe
The A.P. could adapt and capitalize on their product by incorporating
and engaging in social media. Here's a few topics of discussion for
those BIG board meetings coming up at The Associated Press.
Step 1
The Associated Press becomes a resource for news organizations as a whole.
Media has relied on The A.P. since the beginning of time (almost), so
why not remain a resource? Not by simply providing content, but by
providing solutions. As it sits now, journalists are not going to be
the ones to reshape the news business. Corporate news organizations big
and small will have to take steps to make it happen. There is no better
organization than The A.P. to become a hero and remain an effective
resource for media. I've blogged previously about how newspapers could integrate community and social media
in general into their business models and actually make money. While
I'm not the expert, I can tell you that the response to that article
has been stellar and examples of Wired Journalists and Exploding Newsrooms are cropping up everywhere. If The A.P. can't lead the charge, maybe these progressive journalists are the answer? Or maybe Community Funded Reporting will replace The A.P. entirely one day?
Step 2
The "Sociated Press" seeks news from everywhere. The A.P could become
the syndicate for community reporters- people, not journalists, who opt
to send their photos, video and news directly to The A.P. instead of
posting it on YouTube, Flickr and the like. Editors would spend their
time verifying the source, but users who provide breaking content would
be compensated just as journalists are today. If Tech Geek Blogger Robert Scoble can beat CNN to the China Earthquake story by a full hour, there's something to be said for these guys in the "blogosphere" - as Kennedy puts it.
Step 3
Didn't anyone teach you to share? The irony of this is that journalists
aren't suffering because a blogger is referencing their story, in fact,
I'm guessing many journalists would prefer the news is spread and
discussed just as they intended when they wrote it. So why not share
it? Why not become the resource for all these news websites and blogs
by offering up your own widgets -sponsored by advertising- and designed
to spread your resource to the masses. News organizations can still
"pay to play" and The A.P. could foster a new relationship with
readers, not just media outlets. Require bloggers to link back to The
A.P., but don't forbid the inclusion of A.P. content generated by
someone who doesn't stand to lose a thing.
I don't like to criticize things unless I have some alternatives or
solutions. I am however, a huge proponent for embracing social media
and running with it. I can see the promise for journalists and news
organizations and am hopeful for the future of mainstream media.
If you're reading this, you too understand that the time is now for
stepping up the game. So, engage in the conversations happening online
and spend your energy on ideas because that's what we're good at.
Original post on PitchEngine | The Social Media PR Revolution
Since I started blogging about social media and PR, I've managed to
spark a lot of discussion around some seemingly overlooked
opportunities for newspapers, journalists, brands and agencies to
embrace and integrate social media. Sometimes I just stir things up,
but my goal is to generate some practical methods for integration.
We all understand that early adopters (like you) will set the tone for
the future of social media as it relates to each of your industries.
Here's a more concise, down and dirty list of topics and potential
solutions brought to the table at PitchEngine.
• FOR BRANDS
Public Relations:
The social media release and distribution methods like FriendFeed and Twitter will change the game. PR spam and blanket online distribution methods will be diminished by
true engagement with media contacts open to a new form of PR delivery
and conversation. No more printed press kits, no more attached pdf
files or hard copy releases. It's not just about comment-enabled releases, but also delivering budget and time-strapped journalists the
assets they require via new methods. From high-res images and b-roll to
one-click product sample requests and no more voicemails. PR will drive
social media adoption for mainstream media by introducing journalists via these new, more concise pitch mechanisms.
Advertising:
While I've been frustrated at the lack of engagement in advertising
methods, I think the lines between PR and Advertising are going to
become a lot fuzzier. Where does social media fit - PR or Advertising?
Effective social media takes both time and money. Building a Facebook
page doesn't make your brand "social" either does having an RSS feed.
The biggest change facing the Media Plan is going to be spending less
money on traditional sources and openning up the door for some creative
social media. That said, PR is going to play a big role. The engagement
required for effective social media integration can't be done like
advertising. The conversations and "friend" collection has to be
authentic. The jury is still out on this one. I'm watching brands like Popeye's Chicken who has started to Twitter to fans. More to come on this topic later in the week on PitchEngine.
Internal Marketing:
One of the best ways to get the brand on board with social media is to
start internally. My first foray was a PR blog designed specifically
for our sales team and their buyers and dealers. Each time our brand
gets good placement, wins an award or does something grand- our sales
force is updated via RSS, email and blog post. As you may know, there
are many social tools out there. Find the ones that suit your
corporation and start simple. The more understanding by your entire
company, the better chance you'll have to develop a social media
program outside the corporate walls.
• FOR MEDIA
Newspapers:
While it's happening only with select newspapers, I believe the future
is about creating community. What better way to connect communities big
and small than newspaper? My recommendations include registering users
and creating groups of people responsible for reporting on their
specific topics. People would subscribe to subsets of the news. For
example, the coach of the local sports team may blog about games and
fans interested will subscribe to that news which is syndicated by the
newspaper. Ad revenue would be generated by targeted ads aimed at
sports fans, etc. This is a small example- See more in Newspapers Missing the Benefits of Social Media
Television News:
Yes, even television can benefit from early adoption of social media.
Twittering reporters in the field could bring up-to-the-second newsbits
to the lower corner of the newscast during certain breaking stories.
User-submitted video, uploaded directly to the newsroom could be
utilized for a user-generated newscast segment, or collected and edited
for inclusion. Perhaps real-time viewer comments during specific
segments would help engage viewers, building a stronger connection
between viewer and tv station. There's work to be done here- who will
spark it?
If you're like me, you love the promise and new dynamic social media
brings to the game. Each of us will play a role in how it evolves and
takes shape in the industries we participate in. There are great ideas
floating around, and some much more brilliant minds behind them. Be
engaged and find ways to take their knowledge to your own individual
applications. Share your ideas, and accept the criticism that may
follow- you have nothing to lose.
By now, you should know I'm a big proponent of social media for both PR and journalists alike. On the PR side, this new revolution is about more than just increased efficiency and open dialog, it's also a change in lifestyle for PR pros and an overall greening of the industry.
The Scene
We've all attended a press conference or trade show and seen the heaps of press kits adorning the folding tables in make-shift press rooms. Heavy 200# folders piled high, each filled with numerous printed (traditional) press releases, image CDs and a catalog or two for good measure. Watching writers stroll up and down the rows of press kits, they pick through materials grabbing this and that, rarely collecting each mammoth package of contents.
The Clean
In walks the savvy PR pro armed with nothing more than a handshake and the skills to pay the bills. After sharing their successful pitch (as concisely as a 140 word tweet) they collect the writer's contact information and bid them a friendly, "good luck." Before the writer is out of sight, savvy PR pro has already use their smart phone to email them a link to a powerful social media release full of more meat than the comparable printed press kit the writer passed up anyway.
The Green
"Paperless" PR may not be the answer to the world's environmental problems, but it can certainly make a dent. By eliminating printed press materials you're not only saving the company a healthy chunk of money, you're making it easier on journalists. Take the time to share your social media release or newsroom with your marketing team, client, boss or whoever, to ensure they see the benefits of simplifying the process. If you really think about it, is there even a need to print a press release?
The Smart
Whether you deliver your materials via USB jump drive, through email, or via a compelling Twitter Pitch journalists will appreciate the effort and simplicity. You're making their job easier- cut and paste quotes, high-res images or b-roll, all available with a mouse-click, rather than a phone call and three voicemails. You'll be more efficient in your delivery and more effective with your pitch if all the elements are in place beforehand.
Social Media and PR go hand-in-hand. A big part of this thing we're all so in love with are the new tools that are taking communication and data transfer to a whole new level. Join our growing network at PitchEngine where PR pros and media will continue to share and develop new methods for implementing and utilizing social media to better their industries.
Original post on PitchEngine | The Social Media Revolution
So I'm sifting through my RSS feeds on Google Reader, organizing each element just right, and filtering out the junk I don't want to read about when it hits me... I'm producing my own news!
Believe it or not, social media has given each of us the skills to produce our own newscast. We know what news we're interested in and we seek it out. Pouring over media sites, blogs and other content providers we discover news relevant to our interests much like a T.V. news producer or newspaper editor does when they're deciding what news to deliver to us.
Not only have we picked up news gathering skills, we have even found ways to filter that news the way we want to see it. Just as a news producer stacks a newscast with the lead stories first, we've developed our own methods (thanks to some innovative social media tools) for arranging and filtering the delivery of our news. I can stack my favorite RSS feeds at the top of my reader, or filter out the useless feeds with a service like Social Median. I can even prioritize what order I read each section just like I would with a newspaper using tools like Firefox add-on Morning Coffee that open website tabs in the same order everyday. Want to monitor the scanner, or man the phones? Just jump on Twitter or FriendFeed and stay in the news loop.
I'm not saying we know how to choose the 'best' news sources, but generally I think we know what's good and what isn't. I'll take that over being forced to change the channel because I don't want to watch celebrity news or hear about the same old thing. Most of us are not great writers, and probably not photographers either, but we're certainly becoming producers. Bloggers as journalists? Depends on who you ask. I don't think we're there, yet.
Social media is more than a trendy description, as a few bloggers like to refer to it. Social media is a new way to communicate and interact with each other. It's a way to share photos, videos and more - things we used to rely on traditional media to provide.
This is just one example of how you're replacing traditional forms of media already. What's next, Beating traditional media to the story? Just ask Scobleizer how Twitter beat CNN.
Original post on PitchEngine - The Fast Future of Social Media PR
From the amount of response to PitchEngine,
it's apparent that the majority of social media adoption is coming from
PR professionals, not journalists. While there are some early adopters
like Wired Journalists and
others in the media world, the most aggressive campaigns and
exploration resides within the PR industry. From social media releases
and newsrooms to TwitPitches
and Facebook profiles, PR people are finding ways to open up the
conversations between not just media and brand, but brand and consumer.
That said, it should be PR people who lead the way for all media, and
here's how we'll do it.
As PR pros we all have our coveted contacts - people we have
stellar relationships with that know we're passionate about the brands
or clients we represent. I believe it is through these relationships
that we can help propel social media into mainstream adoption.
If you've begun to experiment with social media in your PR
efforts, take the necessary steps to educate your media contacts one by
one. Don't talk over their heads with whiz-bang urls and flashy widgets
that make no sense to the average journalist. Like my friend Chris Brogan pointed out in his recent newsletter,
think back to when you first experienced social media tools like
Twitter. Did it make immediate sense? Now, put yourself in the shoes of
a pressed-for-time, budget-strapped newspaper reporter or magazine
editor juggling several stories at once. It's just not top of mind, or
bottom for that matter. That's where you come in.
You can be the one that introduces a journalist to the value
of social media. Get them set up with a Twitter account, or show them
how to filter an RSS feed using Google Reader. Don't assume everyone
who has a computer is using social media, in fact I'm pretty sure most
people still use the Google search page as an entrance point (and exit
point) of the web. Show them just as you would show a friend and spread
the social media love around as if you owned it- because you kind of
do.
Traditional media's hesitation to adopt social media isn't all
about ad revenue, I think it's part fear of the unknown. Those of us
who have been hooked by social media understand its relevance in
society and importance to the future of media. That's why we have to be
the ones to share the experience with them. Not only will we open up a
new channel for conversation between our media contact and our agency,
we'll also make it easier for them to pitch social media to their peers
and within their newsrooms. It's like the 'viral loop' promoting itself
(Wow, that's a little confusing).
It seems like everyone is an expert on social media these
days, especially bloggers. My favorites are the people who discount
social media as "trendy" or a "new widget" as if they don't believe
it's a new dynamic of communications. Maybe we should set them up with
a FriendFeed account?
Of all the "PR Secrets" out there, I think this may just be
one to rally around. At the risk of sounding like a Jerry McGuire
mission statement, let's all come together as social media enthusiasts
and PR It Forward.
Original post on PitchEngine | The Social Media PR Revolution
Picture it- Wide open spaces, high rising mountains, and a social media startup smack dab in the middle of Cowboy Country. It sounds like a skit on the Daily Show, but it's actually what I'm attempting to do in the next few weeks.
Get Along Little Doggies
Historically, Wyoming has not been a hotbed of media and technology companies. We have more deer and antelope than people and the closest thing to social media is still the CB Radio. VC here is a guy who buys a bunch of cattle and tech support is the local Radio Shack. Maybe this will put it in perspective: We don't have iPhones, because they're not available here. Truth is though, we like it that way and it's why I choose to live here.
With a solid internet connection and an tiny airport, I believe you can do most anything that my big city counterparts can. Granted, traveling to conferences and meetings is a bit more complicated, but the return is maintaining the lifestyle my wife and I cherish.
A few years ago I decided to forgo my career as a television news anchor/reporter and make the leap into marketing and PR for an innovative company in the outdoor industry. My family thought I was nuts, as they viewed being on tv as the pinnacle of success, but they supported the decision and know that I'm better for it today. So, that brings me to the next step- launching an internet startup from the middle of America.
Social Media Savor
Getting more dialed-in to what's happening with the PR and media industries allowed me to not only observe, but take part in the conversation and interact with like-minded people something that was previously impossible for me to do offline. I solicited feedback and threw out ideas for how we, as a whole, can take our professions to the next level. I like to call it The Social Media PR Revolution for the sake of having a battle-cry to rally around. If it wasn't for social media, I wouldn't be able to develop my startup to its full potential as quickly or efficiently.
Social Media Promotion
The busiest people in marketing these days are the ones discovering and experimenting with Twitter, FriendFeed and social networks like Facebook and those on Ning among others. They're finding ways to incorporate their brands, their clients and themselves into the fold. This is why I'm relying on social media marketing to launch my brand. I'm convinced this is the future of media, at least in some form, and will be the avenue for my message.
Through our growing community of pros on PitchEngine, I've heard some of the most inspirational talk and ideas. The long and short of it is, social media has brought new vigor and emotion to their professions. Some people are leaders, some are followers and some are still trying to figure it all out. That's what's so beautiful about the whole thing- We're all encouraged by what we see and we are relying on each other to bring tools to the table to make it better.
So what's my startup?
It's nearly time to spring the lid off the future of PitchEngine, but for now I must maintain my composure and keep it underwraps. While it's a promising social media world, it's also a competitive one. If you're one of my media friends who would like a little more info we can certainly talk embargo until it drops- Which is very soon.
What do you think- Can a social media startup come from Cowboy Country?
If there was ever a sign that PR and media are seeking change I think PitchEngine is a good barometer. In just 30 days our network is approaching 100 members and has been referenced around the web as an up-and-coming resource in the Social Media PR Revolution.
The diversity of members is staggering. Professionals from television, print and online media as well as marketing, PR and technology pros are following the conversations and sharing how they are integrating social media into their efforts, now. Why the diversity? Because social media is impacting everyone involved in media and the better each of us understand how to approach each other effectively and ethically, the better the industry will be for it.
The thought leaders I reference routinely (Todd Defren, Brian Solis, Chris Brogan, Stowe Boyd, to name a few) provide excellent insight and creative ideas about social media and I will continue to provide and share their thoughts. Our goal however, is to present the huge influx of social media information in a way that relates to each of you respectively. How does it relate to PR specifically? Does the media community think this is good or bad from their perspective? These are all things I consider before posting on PitchEngine.
In the coming months we're going to provide a platform for understanding and implementing more tools into media and PR. We're also planning to officially launch our own web-app that will allow each of you better access and implementation of social media tools for the PR process. Stay tuned on that one.
The support and feedback is encouraging and I plan to keep plugging away at sharing what I learn from my own experience and from what my friends and colleagues are doing to embrace new media. The more support and insight you provide from your individual experiences, the more influence we'll have as a collective to make change happen.
I blog consistently about our desire as media and PR pros to change and adapt to social media. An inspiring example is that of David Cohn and his new venture Spot.us- community funded reporting.
Spot Journalism will provide a new way to pay for local investigative reporting by soliciting financial support from the public. Through this project, independent journalists and residents will propose stories, while Spot Journalism uses the Web to seek “micro-payments” to cover the costs. If enough donors contribute the amount needed, a journalist will be hired to do the reporting. The money has to come from a variety of sources, though. Each project will need many small contributions before being approved in order to avoid personal crusades. In addition to offering a new model for investigative work, Spot Journalism will provide a way to discover the issues important to a community while giving a voice to those who wonder why a given problem is not being investigated.
Here's how it works:
1) An individual or journalist creates a pitch that outlines an untold story in a local community.
2) Members of your community vote, with their money, on what stories are most important to them.
3) A journalist researches the facts and puts together an article. Editors provide check-and-balance on the story.
4) Spot.us publishes the story in its news feeds and works with local media outlets to have the articles published more widely.
David added, "In order for a pitch to move forward to requires a minimum number of donors. In other words - one person can't put down 2k and buy a reporter - there has to be a tipping point or network that swarms around the pitch."
The project was among 16 projects awarded in the Knight News Challenge from the Knight Foundation. Here Cohn spells it out.
Spot.us is creative and unique and is sure to raise some eyebrows around the media world. Will communities take ownership in their news, at least enough to pay for it? And what kind of ethical dilemmas might reporters face when the story doesn't turn out like the "buyers" wanted? I applaud his approach and interesting angle on journalism as a whole. I think this is exactly the kind of new thinking that can lead to serious change and support for local newspapers new business models.
Where's the inspiration? Those of you who are passionate about the future of media will find this interview with Dan Gillmor, an adviser to spot.us, encouraging. His attitude toward future journalists' career paths is great- "be an entrepreneur." (Interview by David Cohn).
Now is indeed the time for journalism students and professors alike to look at the media industry with promise, not as a dying craft. Good communicators don't grow on trees and quality journalism will always have a place in mainstream media. Take the time to look around you and see where the holes are. See what news is missing from your community.
A friend of mine started a blog/community around the local high school sports squad. Before he knew it, he had the whole student body and their parents, grandparents and relatives logging on to see what the score of the away game was and where the team dinner was going to be held. It's a small example of how community journalism can start to carve out a niche outside of the printed pages it currently offers.
I've heard that our local newspaper is scared of developing their website for fear that it will replace their print edition. Seems like you'd want to be on the progressive end of that battle. Start by accommodating the community. Be a resource, just as you newspaper was intended. Create a community of readers (young and old) who are coming to the local website for local resources (classifieds, events, sports stories, etc.,) and leverage your reader list for advertisers. Have readers register and build a list of "users" who you can send targeted ads to. Send Home Depot deals to your home improvement-minded readers or floral ads to men just before Valentines day. Why not? Most local newspapers have nothing to lose, so why not start the experiment now. As we've seen thus far, no one has all the answers.
We'll be addressing many more issues facing journalists and PR pros on PitchEngine in the coming weeks, so stay tuned. After all, we're all effected by what's happening in each of our respective channels.
