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We’ve all heard it — and said it — a thousand times: “Any PR is good PR.” The primary argument behind this old adage is that top of mind awareness drives sales, regardless of what the talkers are talking. But the Internet has truly challenged this, by increasing the opportunities for consumers to “say and be heard” at an alarming rate. Websites such as Trip Advisor and Yelp have created forums for honest — and not so honest — consumer feedback, and social networking sites such as Facebook and Twitter encourage users to offer up their likes, dislikes, opinions and recommendations at a dizzying pace. Not only do consumers need to be savvy when navigating these channels, but marketers do, too. You never know who’s saying what and worse: who’s listening. In the game of Trust, it’s hard to identify allies.
Maybe I’m just blogging out loud, but it seems like progress demands some new maxims. Here’s one: not all consumers are created equal. And the same goes for their opinions.
If that’s the case, then is any PR still good PR? If not, why? And if so, how?
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