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With the country still struggling through the recession, companies are still after more PR in magazines and newspapers, but are they overlooking the power of the online network?
Having an article published in a newspaper or magazine is what a lot of companies see as the goal when they are trying to get a message out to the public, even though more often than not this process can be costly and not the most effective way of reaching the target audience.
With the online world ever growing there should be more of a buzz around getting an article published on the Internet or having the company name mentioned in someone’s blog or tweet. The online market has much more longevity than print. If an article is printed in a daily newspaper everyone in the target audience would have to read the newspaper on that day and that particular page for it to have any effect.
If, however, it was published online there would be a much wider audience likely to see it; articles are archived on websites so people will still be able to refer to it and it may even show up in search results months after it was released.
Online media usage is currently outstripping traditional media; more people get their news updates from social network sites than by reading the newspaper.
Public Relations via BigStock