The features process within a PR agency is usually what’s referred to as the ‘bread and butter’ of a PR campaign. It might not be the most dynamic, strategic or creative element of the program but it is vital and at the core of all PR accounts.
Over recent months however, the nature of the features process has been changing. Feature opportunities seem to be diminishing month on month. No one could disagree that the nature of the media is also changing at a rapid rate. Journalists are producing more online content and as a result are producing articles at a rapid rate per day. News is being reported online and via social media sites like Twitter, on a seconds and minutes basis. Read the rest of this post
