The growing power of internet-driven public relations

The Growing Power of Internet-Driven Public Relations
http://www.iabc.com/cwb/archive/2003/0903/power.htm
By Alan Caruba

Many people don't realize the extent to which public relations hasincreased its influence since the growth the Internet. This influence continues to grow as does the popularity and utility of the Internet itself. Literally millions of new web sites are added every month,and they represent the most extraordinary way to target your audience.
Today's journalists, radio and television news producers and editors all prefer to receive news via e-mail and to instantlyaccess web sites to secure the facts. The pressures of a 24/7 news cycle require such access and one's own site. Dedicated sites provide credibility to individuals, profit and non-profit organizations bystaying up to date with news and commentary on issues and events that affect them. News and opinion sites have become independently influential, often breaking stories that are then picked up by themainstream press.
Examples of such sites include:
* Yearbook.com - instantly puts journalists in touch with experts on thousands of topics.
* CNSnews.com - specializes in news from aconservative point of view, routinely both breaks and makes news.
* Salon.Com - offers a more liberal point of view with relevant news and opinion pieces.
Growth of Media Outlets

There has also beengrowth of mainstream print and broadcast media outlets, literally numbering in the tens of thousands. While daily newspapers have lost circulation, they still remain viable and all maintain their ownweb sites. New magazines seem to debut every week. Talk radio is enjoying a burst of success undreamed of only a decade ago. The choice of network and cable television programs provides still morepublic relations outlets.
The success of a public-relations program comes as the result of carefully targeting those Internet and mainstream media outlets that reach an intended audience and/or...