Da Vinci Public Relations and the internet

In a feature article in The Daily Telegraph on October 25 2007, Lord Heseltine, founder of leading magazine publisher Haymarket Publishing, was dismissive of commentators who say that print would soon be overwhelmed by the web. As Lord Heseltine said:

“Wireless didn’t destroy the printed word. Television didn’t destroy the printed word. I don’t think the worldwide web will either.”

We at Da Vinci Public Relations agree with what Lord Heseltine says here. There is no indication that the worldwide web has destroyed the printed word. Indeed the opposite is the case: newspapers, magazines, journals and books are as important as ever. Perhaps this is because, as physical creatures, we like the feel of hard copy media: crisp newspapers, glossy magazines, new books. At this physical level, information delivered via the screen of a desktop or laptop computer or via the screen of a mobile phone or other personal digital assistant (PDA) simply can’t, by definition, compete. And you don’t lose all the information on hard copy media if your battery goes flat.

Da Vinci’s belief, however, is that print media and the internet complement each other. As Da Vinci principal James Essinger says:

To say that print media and the internet compete with each other is like saying that love competes with marriage. The truth is that print media and the internet are really on opposite sides of the same coin, and this is a useful metaphor, because winning positive editorial coverage in either of them is likely to go hand-in-hand with extra revenue and profitability for you.

James adds:

The attitude we take at Da Vinci is that we focus initially on winning coverage for our clients in hard copy print media. The logic of doing this is that, in fact, most hard copy print media have electronic versions that are likely to run the coverage and may in fact keep it on a website indefinitely. Sometimes we find that electronic coverage appears before the hard copy print coverage does, and generally when the hard copy print coverage does appear, there will be a link to the internet coverage.

Another vital point to bear in mind is that there are, of course, many websites that run articles and other editorial, and the individually tailored media list we prepare for clients will tend to include the most significant websites relevant to the client’s business. On top of this, we find that when clients’ editorial material does appear on the internet, it is often picked up and used by numerous other relevant websites. This amounts to additional, gratis coverage for the client. And of course, the internet being what it is, coverage that appears on it will essentially be there forever. All the more reason to ensure that your editorial coverage is the best you can possibly make it. All the more reason to use Da Vinci to help you generate it!

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	Da Vinci Public Relations and the internet In a feature article in The Daily Telegraph on October 25 2007, Lord Heseltine, founder of leading magazine publisher Haymarket Publishing, was dismissive of commentators who say that print would soon be overwhelmed by the web. As Lord Heseltine said: “Wireless didn’t destroy the printed word. Television didn’t destroy the printed word. I don’t think the worldwide web will either.” We at Da Vinci Public Relations agree with what Lord Heseltine says here. There is no indication that the worldwide web has destroyed the printed word. Indeed the opposite is the case: newspapers, magazines, journals and books are as important as ever. Perhaps this is because, as physical creatures, we like the feel of hard copy media: crisp newspapers, glossy magazines, new books. At this physical level, information delivered via the screen of a desktop or laptop computer or via the screen of a mobile phone or other personal digital assistant (PDA) simply can’t, by definition, compete. And you don’t lose all the information on hard copy media if your battery goes flat. Da Vinci’s belief, however, is that print media and the internet complement each other. As Da Vinci principal James Essinger says: To say that print media and the internet compete with each other is like saying that love competes with marriage. The truth is that print media and the internet are really on opposite sides of the same coin, and this is a useful metaphor, because winning positive editorial coverage in either of them is likely to go hand-in-hand with extra revenue and profitability for you. James adds: The attitude we take at Da Vinci is that we focus initially on winning coverage for our clients in hard copy print media. The logic of doing this is that, in fact, most hard copy print media have electronic versions that are likely to run the coverage and may in fact keep it on a website indefinitely. Sometimes we find that electronic coverage appears before the hard copy print coverage does, and generally when the hard copy print coverage does appear, there will be a link to the internet coverage. Another vital point to bear in mind is that there are, of course, many websites that run articles and other editorial, and the individually tailored media list we prepare for clients will tend to include the most significant websites relevant to the client’s business. On top of this, we find that when clients’ editorial material does appear on the internet, it is often picked up and used by numerous other relevant websites. This amounts to additional, gratis coverage for the client. And of course, the internet being what it is, coverage that appears on it will essentially be there forever. All the more reason to ensure that your editorial coverage is the best you can possibly make it. All the more reason to use Da Vinci to help you generate it!
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