Authenticity Isn’t Outsourced

Posted on January 5, 2009 | Tags: online pr, online public relations

To create a sticky website, you need content.

To create press releases that generate traffic to your site, there’s got to be news.

To write an article that attracts visitors to your site, it’s got to teach them something.

To effectively use Twitter to get people to your site, it has to compel an idea in a limited number of characters and the link you send them to has to maintain that interest and not betray the interest by bait and switch.

That’s a PR function. It’s why one friend of mine was disappointed with the company he hired to generate online press releases and articles. They’re very good tekkies. But they’re not PRs. They didn’t “get” him and so what they wrote wasn’t authentic. It was churned out copy that made him appear trite.

Like any display of originality, authentic content is hard to outsource.

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