Are you a good pool player? And what does the game have to do with PR?

Pool pros don't just sink the shot in front of them. They consider the playing field and how to best position the cue ball to run the next shots.

Similarly, these days PR is not just about getting the immediate coverage: It is also about the "next shot," or secondary (read: curated) coverage that can make all the difference in winning the attention of the desired audience.

This article will discuss the changing ways that people get information and how to boost the odds that your news gets to all the right places.

The New World of PR

There used to be a straight line between PR effort and results. You announce your news, work the media, coverage happens, and on to the next. Good "ink" was sure to hit home with your audience.

Now PR is more like a game of pinball. You put your news out, the info gets sliced, diced, puréed; ricochets around the social networks (if you are lucky, and the buzz is good); and it's curated. In fact, people may notice your news only when it appears on Twitter, LinkedIn, or their Facebook News Feed.

Sure, many still turn on the TV to stay on top of current events, pick up a newspaper or magazine, or type in the URL of their favorite news site. But, more often than not, they are getting news from aggregators, sharers, and curators—whether via algorithms (in the case of LinkedIn and Facebook), from their friends on Twitter, or via professional curators such as Huffington Post and BuzzFeed.

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image of Bob Geller

Bob Geller is president of Fusion PR and a veteran of tech sales, marketing, and PR.

LinkedIn: Robert Geller

Twitter: @rgeller