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also spark others to consider writing about it C which in turn also influences the cycle to replicate dont assume all of this coverage happens simply because you are a popular company 5 C just because you created the product doesnt mean youre the best person to sell it ive worked with some of the most passionate executives that just dont click with the people theyre trying to engage C no matter how hard they try suck it up and get a spokesperson who can help tell the story to the people that will help grow your business 6 C understand that pr is only an umbrella for the specific communications initiatives that will help you reach complementary simultaneous goals for example corporate branding and product marketing require different campaigns 7 C no matter what industry youre in realize that the most popular blogs newspapers or magazines are only one part of the process your market is divided by adoption and buying behavior and documented through a bell curve rich with chasms pyramids that further divide and classify them quadrants that demonstrate competitive advantages ladders that represent the technology that people can use to reach customers in different ways a cluetrain that shows how people carry it through the long tail and hopefully reflected by a hockey stick that forces you to evaluate what to do from inside the tornado yes of course this was meant to be funnybut it does show that one program no longer serves the masses when you deconstruct it by the markets and the people that comprise it this means that you have to embrace both new media and traditional media in pr for example in the tech space techcrunch mashable venture beat readwrite web et al will yield measurable traffic so great that most of the time it will knock out company servers every executive wants them ceos cry if they cant get coverage on them but by no means do they carry your value proposition to the entire collective of people that will embrace your product and help sustain your business for the whole game they represent the early adopters and pragmatists however there are other worlds of global microcommunities rich with horizontal and vertical publications and blogs that will carry your story to the more conservative groups of people that collectively converge as the primary base of recurring revenue in this case its less about traffic and hits as metrics for success and more about quality registrations purchaases