Erik Burton, President/CEO – Profile Marketing & Public Relations

In today’s economy, we all have to do more with less. I often feel like Rumpelstiltskin constantly turning straw (a client’s idea of a news story) into gold (media coverage). Well, our friends on the other side of the fence have the same challenges. Reporters have to cover more beats, with fewer resources and more pressure. So, they too are essentially doing more with less. So when you understand the trend in the market, you will understand the importance of having a strong pitch and/or very strong relationships to lean on for those not-so-important story pitches. Keep the pitch tight, strong and relevant!

Another trend to follow is in the social media space. Now, the world communicates through blogs, tweets and websites. While these can be useful tools of communications, their impact can be damaging in a crisis situation. The blogosphere has no editors, there’s no contact for corrections and no sense of media ethics. Social media is like fire. In the right hands it can change the world, in the wrong hands it can destroy a village.

Remain on the cutting edge or you might be cut!