Chances are, if your target market is living and human, then your target market is texting, Facebooking, and Googling. Digital and social don’t just apply to advertising. In recent years public relations has gotten with the program too. Customers DVR shows to fast forward through commercials, get their news from information streams instead of aired reports, and have turned their eyes from bus wraps and billboards, downward toward their smartphones’ glowing screens. To be effective, your story can’t stop at the newsstand. As a modern day PR professional, you must push it into the world of the interactive and engage customers to get them thinking and commenting, and eventually, talking and acting.
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