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• Don’t be shy! Media coverage for small business
• What's your story?
• Whose hands is your brand in?
• Cashed-up bogans are clients too
• Harnessing the power of the web to communicate your message

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Firstly, welcome to the first Inscriptions Media blog post! I am thrilled to be launching the next phase in the Inscriptions life-cycle with our new business that takes all the great copywriting services we offered before and expands them into a total communication and public relations package.

I've always had an interest in communication and connecting with people so it's no surprise that I work in the industry that I do. However, one of my most recent passions has been discovering the power of social media and online communication. If you've ever read any of my blog posts at the Working Women's Network or ask my lovely friends over at Flying Solo, you'll be aware that I can harp on (or more likely tweet on) about it all day.

It's a basic fact that a business grows through the connections it makes with suppliers, clients, colleagues and the community. Traditionally public relations professionals have helped to facilitate these connections through traditional media such as newspapers, magazines, tv and radio. But, increasingly, the target market for a business is much more accessible and can actually be engaged in a discussion that leads to the basis for a relationship.

In his conversation-provoking post on Mumbrella on 23^rd September, Tim Burrowes raises the issue of public relations consultants ignoring online journalists and only favouring traditional media. In my comment in reply to that post I suggested that this approach was more a reflection of how engaged a PR consultant is in the social media sphere. To really understand the value of online communication and engagement, you really have to be a part of the online community and spend time learning about where the conversations are taking place and finding communities that are relevant your world or your clients' worlds.

And, with the vast array of tools available to monitor discussions about your brand and products, as well to measure effective reach through online publications, it is a market you can't afford to ignore. As Iggy Pintado said at the recent Flying Solo LIVE! conference, you have to go to where your market meets.

Obviously, traditional media is still a vital part of communicating with your target market, and I actually think it would be sad to see it completely replaced, as the combination of online and offline strategies can produce incredible results by appealing to the widest range of people. But, by ignoring the huge influence some online bloggers and journalists have over their large readership would be a disservice to a client and a brand.

Much of the discussion on the Mumbrella post was given over to results in the form of how many visitors a site gets or being able to show an article and accompanying photo to your creative director or client. In my opinion, whilst figures are important, the ‘results' aren't the coverage but what a business gains from the coverage, whether it's online or offline.

Keep communicating!

Karen