New School PR

In a previous PodTech gets this, probably better than anyone right now, and while he's not a "PR guy" he recognizes the value of content that's idly sitting behind corporate firewalls (in his case, smart people), and so he's using InfoTalk as a way to showcase that content, pulling attention in via podcasting and growing a massive audience in the process. This model can work for PR programs too, it just requires taking some 1.0 tactics and putting it in a 2.0 context and thinking like a media network - always keeping in mind that bad content gets ignored. For example, case studies and white papers could have a second life (in this PR network model) in the form of dedicated podcast channels. Likewise, glossy product one sheets could become screencasts, executive bylines could become videocasts, product support materials could become wikis, press materials could become syndicated blog posts, etc., etc., etc. It's about taking what's worked in the past, remixing it a bit and using new distribution models (and a variety of new technologies) to give people a choice of how they want to consume it and really where they want put their attention on your PR network. Mike Manuel is the founder of the award winning Media Guerrilla