Maybe in the rush to capture SEO dominance, these approaches provide some limited value, but I fail tosee how they help establish real relationships with the media or with readers. Stories written by robots can’t have the flair, opinion or color that a real person would include. Just look at the latest piece from your favorite columnist or reporter to prove it’s true. And I get that some items that a company might consider news will hold zero interest for reporters so the “news” is written in a story format and published as companies look to connect directly with readers. But all news?
As a person that spends a lot of time with reporters and analysts, and with the companies that want to help reach customers through their stories, I find that both have interesting viewpoints that make for a good read. Without the experience, opinions, impressions of both, you’re only getting one side of the story.
What I think is getting lost in today’s SEO-driven media market is the “personal” or “professional” aspect in PR – the “other P” so to speak. The inherent value in PR is having a personal relationship (the “R”) with reporters and execs that enable the PR person, as the bridge, to help both entities get what they want – a meaningful story about a company/product/person/trend that a magazine’s readers want to read. Those relationships -- forged over a long period of time and grown through trust -- can never be reproduced by any machine or replaced by a website blog post.