Assessing the Internet as a Publicity Tool

August 2001
by Joseph Marich Jr., Marich Communications Inc.

« Back to Independent Articles

I am an Everyman when it comes to computers and the Internet. Just like most people, I got yanked online kicking and screaming because of my job. I’ve worked in public relations for well over 10 years-worked with the likes of mega-label Virgin Records, best-selling author Michael Crichton (still do!), the giant screen boy-band film *NSYNC: Bigger Than Live, and a host of other big-name clients-and it always struck me as slightly ironic that when the first PR firm I worked at got online, the whole place cheered. I mean, aren’t we supposed to “relate to the public?” How can you relate over a glorified typewriter? I had just gotten proficient at distinguishing a truth from a lie from a human voice on the other end of a static-filled phone and now this?! But these days, clients want publicity coverage via the Internet in addition to traditional print and electronic media outlets.

I am ambivalent about the Internet as a publicity tool. I don’t know if it’s just that it is new and untested, or that it is so time-consuming. Keep in mind that I may change my mind about all of this next week. Things move rapidly in this electronic world, and no one knows what’s going to happen next. If anyone tells you any different, they’re lying.

The main question in my mind is: Is it worth spending time trying to get a Web site to cover a new book? I don’t think so. At this point, I believe there are too many obstacles between the author and the end user (public) to justify the tim…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.