June 20, 2017
/ by Russ Somers
Sometimes a perfect storm comes together to signal that a technology is about to die - or undergo a radical shift or rebirth. Often that perfect storm takes the form of three elements coming together at the same time. Change is typically driven from a combination of technological, social, and economic factors. When all three come together, change is inevitable.
We’ve seen this happen recently with cable providers, as “cord-cutters” (people who watch television solely over the internet, without a cable subscription) have become a force and cut massively into cable revenues. The three factors driving cord-cutting come down to:
Any one of these factors, by itself, could have caused trouble for the cable TV industry. Taken together, they mean that the industry has to reinvent itself or face irrelevance. Those services that do survive and thrive - like Netflix and Hulu - tend to take a very different form than their predecessors by turning those disruptive market forces into competitive advantages.So what does that Technological/Social/Economic triad of disruptive factors have to do with a PR professional? Well, I would argue that a similar set of factors is disrupting the PR software space - specifically, media contact databases. Those three factors are:
The perfect storm of technological, social, and economic factors tells us that the days of the traditional media contact database are ending, and it’s time for something new. What will that new alternative to a media contact database look like?We think that new alternative will be based on analytics and big data, rather than legacy technology. We think that new alternative will allow you to target based on what journalists and influencers are actually writing about, rather than based on static filters and categories. We think that new alternative will enable you to understand which journalists and influencers have the most impact on the story you’re telling, based on Article Impact, SEO impact, Social Amplification, and other criteria. And we think that new alternative will give you the tools to radically increase your chances by reaching out in a personalized, relevant way. We know the new alternative. Welcome to Pinpoint Contacts: the solution to uncover journalists with a personalized discovery engine, pinpointing the right contacts for specific topics and campaigns AND leveraging analytics never seen before on a journalist level.
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