PR Practitioners Should Pay Attention to Publishing 2.0

David Phillips contributed to the Hobson & Holtz podcast, and spoke about the recent moves in publishing to take advantage of Web 2.0 technologies (e.g. main-stream media setting up shop in Second Life) to expand their reach and therefore advertising revenues.

He warned PR practitioners to “take heed” of these changes, since they mean a change of strategy. In addition to the need to submit content in a format that is easily translated to the new publishing mediums (e.g. video, online, etc.), he also introduced the theory that the days of deadlines may be numbered. With fewer publications “going to print,” content will be added continuously. And so, PR practitioners should also monitor these sites continuously, not every day or every week as once was acceptable.

Obviously, if this is true, means that a product like ours will become increasingly necessary.