New White Paper Explains How to Thrive in the Changing World of Media Relations and Social Influence

CAPITOLA, Cal. / January 27, 2012 – Social media has created a world of dizzying potential where it’s easy for PR and marketing practitioners to share news with HR press, analysts and decision-makers. Yet media relations has become tougher than ever, according to a new white paper from and SocialEars.

The comprehensive article is titled “Social Influence: Thriving in a New World of Media Relations,” and is available for complimentary download from the marketing software and services provider at (no registration required).

While focused on the human resources media market, the article reflects the transformation of B2B media taking place worldwide. As the media pendulum swings from print to online, the explosion of social media conversation is cascading into a supernova of online noise.

“The traditional roles of journalists and analysts are merging into a community of bloggers, HR professionals, consultants and other influencers,” explains Elrond Lawrence, HRmarketer’s vice president of media relations and author of the paper. “The playing field has expanded and now everyone has a voice. Communicators are starting to realize that just because they haven’t heard of an industry thought leader, it doesn’t mean they lack influence.”

Topics covered include:

– The changing media and influencer landscape
– The need to join online conversations
– Brand visibility through content marketing
– How media analytics tools cut through the noise
– 10 steps for media relations in a social world

“Even though a typical press release takes weeks to develop and finesse, many marketing and PR professionals fail to think through the most important step — targeting the right media and influencers who actually care about their news,” Lawrence adds.

HRmarketer recently unveiled a groundbreaking social media analytics tool to cut through the online noise: SocialEars, which instantly locates the media and influencers that cover industry topics and displays their published articles, posts, and tweets. It’s used for media relations as well as market research, competitive intelligence, locating speakers and researching material for white papers and webcasts.

About is a product of Fisher Vista LLC, a marketing software and services firm focusing exclusively on the human capital and healthcare markets. Celebrating its 10th anniversary in 2011, the company has worked with nearly 1,000 human resource and healthcare providers, helping them generate publicity, website traffic, sales leads and improved SEO.

About SocialEars
A social listening and media analytics software tool for the HR marketplace, SocialEars monitors the industry’s blogs, Tweets, news stories and “shared” content – allowing companies to cut through the noise and discover the influencers and content that matter.

About the Author
Elrond Lawrence, APR has over 20 years of public relations experience at Kaiser Permanente, the Ketchum agency, the San Jose Downtown Association and Fisher Vista, LLC, owner of and SocialEars. Connect with Elrond here.

Media Contact:
Elrond Lawrence,