In the old paradigm, PR content relied on one-way communications such as press releases and pitches. While those tools will continue to have their place, in the new communications landscape, the opportunity is for a much richer set of content including podcasts, webcasts, blog posts, videos and micro-sites. Furthermore, this content can be generated not only by enterprises, but can also be user-generated. Given this new reality, Racepoint works with clients to develop a PR content strategy that enables them to take full advantage of all opportunities to reach and engage various communities.
Web 2.0 is about sophisticated monitoring and analysis and building multi-faceted relationships with key influencers - online and offline. Racepoint Group has very deep relationships with traditional broadcast and print media - business, trade and vertical - and digital media and bloggers. Because we are students of all types of media, we are able to add value to our conversations with journalists and analysts. As a result, they value their connections with us as much as we do ours with them - and we can leverage these connections on behalf of our clients.
Like no other agency, Racepoint understands the new channels in a digital world. Traditional media are increasingly adopting social media strategies. For example, it used to be that we'd target a particular journalist for a print media story. Now the Web is transforming that journalist's reach and authority and the print publication is only one of several platforms he's using to publish his opinions on a wide range of topics. In the new media landscape, we're helping journalists leverage all of the different channels they use to communicate with multiple audiences.
Understanding "The Communications Landscape" isn't rocket science. However, it does require a shift in mindset, strategies and tactics. Racepoint Group is here to be our clients' trusted guide in navigating this new landscape.