Let's start with a basic truth: Most journalists have total contempt for publicists, and publicists are sick of pitching stories.
Here's the good news: There's an unprecedented opportunity to make both sides happy.
Publicists no longer need journalists to tell their clients' stories to the public. We can bypass them entirely and talk directly to the stakeholders who matter most to our clients.
Behind this opportunity are three significant developments.
One is the emergence of social media. Another is the near ubiquity of smartphones and tablets. The final is the development of personal communication technology that allow just about anyone to write a story, snap a photo, shoot and edit a video, or make an audio recording -- on the fly and with very little training.
All of this is readily available to any publicist. But access is just the first step.
To exploit this opportunity, we must master a wide range of media. We must write well. We must learn to take great photos. We must shoot great video and edit it in compelling ways.
Above all, we must master the art of storytelling. We must combine text, audio and images into stories that our clients' audiences will embrace and share.
The press release is dead. Long live the mobile publicist.
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