The New Rules of Marketing & PR

The old marketing and PR rules are obsolete – today, content creation is crucial.

Before the digital age, organizations relied on buying expensive advertising slots to win consumers’ valuable attention. Today, organizations that rely on traditional advertising formats will fail to win customers. Traditional advertising attempts to gain mass market appeal, demanding attention by interrupting people with one-way messaging that focuses on selling a product. But people today don’t want to be bombarded with ads that feel like ads, nor do they give them their attention or place their trust in companies using such manipulative formats.

Forget many of the old norms of PR: Gone are the days of only sending out press releases with third-party quotes and depending on the media to gain exposure. Instead, align your efforts with shifting consumer behaviors and expectations. Stop focusing exclusively on the mainstream, for example, working to serve more niche or underserved demographics instead. Approach your audience with information when they need it – rather than bombarding them when they don’t want to be disturbed. People don’t like spin...