Get big on the medium: 5 tips to bolster your digital know-how

By Rob Pasquinucci

Years ago, an agency I worked at held one of those “rah-rah-rah” offsite meetings to get us thinking about this (at the time) new thing called the Internet. The event was titled “get big on the medium” and we explored what the future for digital communication might hold. When I think back, we couldn’t dream of what’s happening online today.

Rob Pasquinucci is content strategist at Intrinzic.

Rob Pasquinucci is content strategist at Intrinzic.

Attending Media Day a couple of weeks ago, I realized that we all still need to “get big on the medium.” And that statement means more than it did 15 years ago, since what we now call “digital” incorporates more than a website. As I sipped my Media Day Happy Hour IPA, I thought about how we have a tremendous opportunity as practitioners to connect the dots, and make the most of digital for our clients. But it has to start with an appreciation for the digital universe. We can no longer rely on “the Web guys” to guide us.

Yes, I’m the first person to say a good PR person, fundamentally, understands how to build relationships, write, tell a story and build a plan. But if you don’t have a fairly deep understanding of the (pardon the cliché) new media landscape, you aren’t going to be able to serve your employers or clients as well as you could.

To that end, here are five things you can do now:

  • Spend time building a working knowledge of SEO. SEO is an essential part of the marketing toolkit, and the better PR pros understand how it works, the more effective our efforts will be.  Spend a couple bucks on a Lynda class to build your skills, or check out the SEO classes offered in Cincinnati by gdi (
  • Experiment with social ads. One takeaway from Media Day was that it takes money (even $10) to reach people through social media channels. The days of “organic reach” are over.
  • Download some of the great materials PRSA offers. Make the most of your membership. Check things out here.
  • Check out the great resources the Content Marketing Institute offers. Joe Pulizzi, the “Godfather of Content Marketing,” practices what he preaches and has put together a great collection of content about content marketing. It’s well worth your time.
  • Get Hubspot certified. It’s free, and a great opportunity to learn how SEO, landing pages, blogging, conversion, lead nurturing, and e-mail marketing come together. Check it out here.

What are you doing to “get big on the medium?” Share them via Twitter @CincinnatiPRSA