Breaking Fresh Ground

So many of you have been asking what I'm working on, and now I can tell you: Fresh Ground!

After many months of planning, talking and researching, I'm happy to announce that Todd Van Hoosear and I have teamed up to launch a different kind of PR firm. Much of this was laid out in my previous post after the Web Innovator's Group panel, but in short, we take a different approach to how PR is done. We start with the corporate story, focus on content and community and then extend that story through the right channels, whether that's a blog, Twitter, Facebook, LinkedIn, trade publications or the Boston Globe.

Traditionally, companies turn to PR to gain media coverage with the idea that broad coverage in top publications will drive traffic, prospects, investors and, ultimately, revenue. Over the past couple of years several top PR firms have added social media capabilities, some doing it quite well.

But for many social media is an add-on to the primary goal of getting coverage. The PR program in that case isn't about building relationships, it's about getting coverage with occasional social media projects thrown in.

Fresh Ground is about long-term engagement with influencer relations playing a key, but supporting role.

Check us out and tell us what you think.