What GTM strategy misses in these days of Owned vs Earned vs Paid Media

How to do Pay to Play (*and win)

There was an author I once interviewed around his book, “Swimming with the Sharks” - its a straight-from-the-hip handbook by bestselling author and self-made millionaire Harvey Mackay who spells out the path to success for readers everywhere. His summary is that it’s not that dangerous if you know what you’re doing. That’s kinda how I feel about the changing tides in the worlds of Media/PR/Journalism and the like. 

This is primarily about B2B marketing but does have elements for B2C. Look, from a PR to Journalist standpoint, the old standard was a press release for the new product, the big deal or strategic partnership - and that would get media coverage. A press, once kinda normal for big kickoffs, is a thing of the past too. In fact, most of the old rules are out the window and press releases only rarely move the needle. Oh sure, the established marketing authorities suggest they have a myriad of ways to help you drive impressions and traffic but in careful analysis of dozens of cas…