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.

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