As the old French adage goes, “One is never so well served as by one-self.”
And for PR pros that could also mean becoming… a publisher!
“Don’t underestimate the potential of self-publising and developing your own powerful blog or media site,” said Dell’s Vice President of Large Enterprise Marketing and Online, Andy Lark.
Speaking today at PRSA’s event on “PR Secret Strategies For Success” Lark argued that the vacuum created by the collapse of publishing – Fortune Small Business magazine was just taken off the stand -and in particular in the high-tech sector, left Oracle magazine and Dell’s Power Solutions magazine as the 2 most distributed tech magazine in the world, ahead of IDG’s InfoWorld.
“Increasingly the “private label” publications is starting to dominate the media landscape with deeper reach and richer content,” added Lark.
For Lark, there’s no reason why even a small startup can not become a large publisher, with a site that agregates content and finally end up with a bigger circulation very quickly than any of the tradional media sites.
I agree this can be true for companies launching publications focused on their core market. Like Seagate’s blogs on digital storage or RSA’s security blog.
But I find hard to believe that these “private label” blogs will provide a fair and balance view of competitors, flaws, etc…
And there will always be a room for high-quality reporting, in “traditional” media, blog or whatever you want to call it.
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