PR professionals are wise to think a bit differently about how to craft messages before sending them into the digital media, including the blogosphere, RSS feeds, chats and online social networks. Why? Simply put, digital media is a place where your message can be revised and interpreted or misinterpreted to a greater degree and frequency than when printed or aired in the traditional press. When only sent to the traditional press outlets, the impact of your message relies heavily on frequency and reach and less on excellence of content. A reporter doing his/her job might quote you or use your information, but their job is to report, not to simultaneously edit and interpret.
Tip Sheet: Crafting Your Message in the Digital Media World
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