Olympic Evolution: New Media Stage Requires PR Execs to Shift Strategies

During the past six weeks, three of the most widely viewed events of the year--the Olympics in Beijing, the Democratic National Convention in Denver and the Republican National Convention in Minneapolis-St. Paul--took the world stage in ways that had yet to be seen in the modern media universe. While each event wasn't unusual in its own right--after all, each happens every four years--this year marked a monumental evolution in the way individuals watched, covered and reacted to the goings-on. The following breakdown offers a brief overview of these seismic shifts among different stakeholders in the context of the events: Media A record number of bloggers received press credentials for the 2008 Democratic National Convention--120-plus--and hundreds more attended on their own. In comparison, the DNCC only credentialed about 30 bloggers in 2004.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.