Got your widget, CEO, idea or opinion featured on a major news show or in the Wall Street Journal? That used to be a PR home run. Everybody tuned into "60 Minutes," watched with attentiveness, and suddenly the Alar scare had apples all but gone from the school lunch.
These days, according to Stacy Green in 5 Key Trends Supercharging Today's Digital PR, "...increasingly, if it didn’t happen on the Internet, it didn’t happen." So, once you get the big business profile, rack up that news coverage, or get tapped to be an expert on CNN, it's not enough to sit back and rest on your laurels. That's just the beginning. You've got to use your social media arsenal (and that of your PR pros) to take it viral.
With all of us spending more and more time online, CNN's biggest competition is indeed Facebook in many ways. When Michael Jackson and Whitney Houston died, so many learned as they trolled their friends' posts on Facebook...
So, in the true spirit of the Internet, let me refer you to Mashable.
