The mass adoption of emerging Internet media outlets provides public and media relations professionals with viable alternatives to traditional media outlets.

The mass adoption of Internet-based media outlets provides public and media relations professionals with viable alternatives to traditional media outlets.

As public relations professionals, your role involves managing your organization's public persona through the release and distribution of corporate communications in order to generate maximum public and media exposure.

Traditional media outlets have long been the gate-keepers for public opinion; as they determine the newsworthiness of your press releases and control the dissemination of that information. However, with the rapid adoption of the Internet by a tech savvy culture, more and more people rely on the web as their preferred source for news information. A report released by Pew Research Center for the People & the Press shows a steady decline from 1994-2004 in newspaper and magazine readership in favor of Internet-based media alternatives.

The Internet media landscape is defined by multiple independent news outlets such as: news aggregators, search engines, industry portals and professional blogs that leverage RSS technology to deliver credible content to highly loyal audiences. These emerging media outlets provide viable alternatives to traditional media; they serve as highly accessible media distribution channels that deliver niche focused audiences.

Public & Media Relations Professionals seeking to increase public awareness will benefit from developing communication initiatives that are geared towards leveraging online media distributions networks. Evolusent works with organizations to develop online media strategies that will allow PR Professionals to gain more media coverage by exploiting targeted Internet media alternatives.

The forefronts of these efforts involve the use of online video as a marketing tool. Video sharing is growing at an unprecedented rate, especially in media distribution, as all major news outlets are now duplicating their content offerings online. Internet-based video is quickly becoming a new standard in online communications; it's easy to produce, simple to distribute and highly consumable. Your organization can develop viral media and publicity campaigns, leveraging high impact video-based content to target both traditional and alternative media outlets.

The use of video for publicity works well on two fronts: first it increases the user experience, understanding and retention - especially when the information presented is complicated; and second, it's easier for traditional media outlets to pick up a story when they don't have to compile video, images, and copy to report on the story.

Evolusent works with organizations to develop viral media and publicity campaigns, leveraging high impact video-based content to target both traditional and alternative media outlets. By producing video content, PR departments can promote stories more effectively, and the media can use the video in public releases.