Seis­mic changes tak­ing place in the ways peo­ple com­mu­ni­cate are ir­re­vo­ca­bly al­ter­ing the me­dia world. Con­sumers to­day use so­cial me­dia rec­om­men­da­tions, re­view web­sites, self-serve ed­u­ca­tional videos and re­ports, as well as var­i­ous other on­line re­search all be­fore they even think about talk­ing to a sales­per­son or buy­ing a prod­uct. That doesn’t im­ply that you should stop ad­ver­tis­ing and PR al­to­gether – for cer­tain sit­u­a­tions, ad­ver­tis­ing… and PR still work. But if ad­ver­tis­ing and push­ing your prod­uct is all that you are do­ing, you are miss­ing out on more busi­ness than you think. To­day’s con­sumers are smart and get­ting much smarter much faster. The re­al­ity is that peo­ple to­day don’t want to hear about how great you are, how many years you’ve been sell­ing houses, how quickly you can sell prop­er­ties, how much com­mis­sion you charge or how many awards you’ve won – they want ed­u­ca­tional, help­ful in­for­ma­tion to solve their prob­lems. In re­turn, they’ll re­ward you with their trust and ul­ti­mately the job of sell­ing or man­ag­ing their brand. Not all PR pro­fes­sion­als have grasped the changes hap­pen­ing in the busi­ness of ad­ver­tis­ing and con­sumerism, since, we as a me­dia still wit­ness the same old mis­takes PR peo­ple used to do and still keep do­ing: push­ing news re­leases to be pub­lished when this same news re­lease is sent to all me­dia with no dis­tinc­tion. True PR pro­fes­sion­als strate­gise and man­age a whole ar­ray of mes­sages to mul­ti­ple dif­fer­ent groups. And yet, PR is much more than that!

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