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Rostra

rostra.co · 867 words · saved by 4 readers

Before the internet, it was by necessity. The way to reach large audiences was through the media, and the way to get media coverage was through professional publicists. Today, most of the planet is directly reachable through social media or email. There’s no longer a need to go through traditional gatekeepers of information and brokers of reputation — especially as their own credibility has plummeted. The old PR playbook of relying on third parties with misaligned interests is obsolete. But while the world has changed, comms norms have not. Still encased in amber are the old habits: prioritizing media over social media, fishing for clicks instead of fostering communities, and avoiding risk by recycling worn-out tactics. “Corporate communications” itself is now an oxymoron, as nothing meaningful can be communicated by a faceless committee. If press releases read like they were written by a baker’s dozen of middle managers, that’s because they were. Their only discernible purpose seems t

Rostra GO DIRECT: THE MANIFESTO "If you want something good, get it from yourself." — Epictetus I. TRADITIONAL PR IS DEAD. For too long, founders have yielded control over their narratives to media and middlemen. Before the internet, it was by necessity. The way to reach large audiences was through the media, and the way to get media coverage was through professional publicists. Today, most of the planet is directly reachable through social media or email. There’s no longer a need to go through traditional gatekeepers of information and brokers of reputation — especially as their own credibili

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