Subscriber-based readership is undoubtedly the best possible way to reach stakeholders:
Just another indication that the press release is dead. A related issue: Is the government agency op-ed in the local daily paper next on the hit list? Over time, probably, yes. If you can build serious readership among stakeholders and opinion-makers at your government department's blog, why continue to focus print opinion-shaping strategies largely on the iffy submissions process on the op-ed page, canned mailers, and the vagaries of straight news "coverage." Again, though, this newer paradigm will take a number of years to fully play out. But I suspect it IS where things are headed. The well-done government agency blog (see the CTA's "Ask Carole" above) allows news, opinion, and accountability to seamlessly merge. The agency becomes empowered, joining traditional media in setting the cycle and tone of coverage.Full post here:
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