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Opportunity for Small Business in the New Public Relations

By Brad Shorr | June 9, 2006

I’m reading Naked Conversations by Robert Scoble and Shel Israel. Great book. They talk about– among many other things– how blogs are reshaping public relations by giving companies direct access to their audiences. There was a time when a small business had little hope of getting its story into the papers. PR was expensive, time-consuming, and at the mercy of an editor’s whim. But blogs are shattering the barriers to entry. Literally in a matter of hours, at little or no cost, a company can launch a blog and start building an audience. Blogs take time and know-how, but they work.

Right now, the business blogosphere is dominated by tech industry bloggers and some very major names from other sectors. But the trend toward blogging and conversational marketing is irreversible. Companies in other industries should pay close attention. They can capitalize by getting involved early.

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