TJ Walker argues that traditional public relations—relying on paying or pleading with media outlets—is becoming obsolete for most entrepreneurs and small businesses. He recommends building owned media channels (podcast, YouTube, social media) to communicate directly with audiences rather than through third-party media.
Is the traditional public relations world dead? Well, it's not quite dead. There's always going to be some big corporations that are just budgeting money for PR this year because they did last year. But for most entrepreneurs, most small businesses, yes, the old PR model of spend money or a lot of time begging this media outlet to please let you come on, that's over. The real PR geniuses these days build their own audiences with their own podcast, their own YouTube channel, their own social media channel. Public Relations Network now is about communicating directly with the public through your own media channels, not through somebody else's channel. And again.
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