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Why the change?
Since 2001 when I started
working in new media there have been many changes. Many
evolutions of the way that this mysterious world of the
Internet works. There has also been explosion after
explosion of entrepreneurship and invention.
More and more people are taking their matters and lives
and livelihoods into their own hands and I have
witnessed it enjoyably for almost a decade. What I have
also witnessed however is the constant challenge to
evolve my own career, service offerings, and stay ahead
of the game. As a brand manager, I know that this is the
most important tool.
Just recently I sat down one Sunday and weeded through
6,000 emails from two and a half years in my in-box. It
is a wonder my laptop has lasted for that long, but it
has! What I noticed, not to my surprise with the way
that editorial and PR have changed recently, is that
sadly 75% of my PR contacts have lost their jobs. Their
old email addresses were obsolete and it was like a
digital funeral putting them into the recycle bin. It
confirmed for me the evolution that I have seen in my
own clients and what people ask me to do for them on a
daily basis. My PR roster clients who 3 years ago were
landing coverage in all of the print magazines, wowing
bloggers, and celebrities and TV producers, are now
finding, as well as I am, that pitching is a lot tougher
these days when there are only a handful of print
publications left to contact. Relying on your product
getting into one magazine every few months will not sell
enough product to even pay for the cost of goods or our
time and effort, so something had to be done. I started
working with those clients more on branding, product
development, business development, and thinking "big
picture" and found that I love it. I love traditional PR
too, but am more often times than not, put up against a
brick wall of publishing houses who are closing doors
left and right on their popular magazines.
So while our client
roster is still landing great exposure, we also
concentrate on that "big picture".
The next step to save your company and keep doing what
you love as an entrepreneur is to invest in your brand
wholeheartedly. That is what my
services will help you to do and they are
affordable, thoughtful, and proven effective.
We could give up, or we
could evolve. I hope that you will come with me on the
journey and put the same effort into
your brand as I am willing to.
-lizzie
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