Already a member?
Welcome to Brazen Careerist!
Emily Ma is using Brazen Careerist to share ideas. Join now to become a member and start networking with Emily Ma and other professionals just like you. Learn more.
Brazen careerist
Where ambitious young professionals connect and grow
Email
Print
Why would you pitch a story when you could create your own?
That's the question many integrated marketing and public relations agencies are asking themselves these days. Public relations is at its core an eyeballs business. Get more eyeballs, get more leads, get more business. However, with the shift going on in mainstream media and the rise of user generated content should you keep using the same strategy?
No. The game has fundamentally changed. Bloggers for the most part don't have an obligation to write about you, even if you give them what you consider to be highly important breaking news. Editorial content is just in a different state these days and isn't being pushed to the masses but rather niches.
Public Relations is now taking the lead on most (if not all) communication strategies for brands. The job is no longer just about media relations and corporate communications.
What should you do in this new environment? Build in creative elements to your pitches. Experiential content, big aspirations and a compelling storyline should all be a part of your arsenal now. Most companies and agencies aren't going to have someone (or a team) with the skill-set required for this type of endeavor.
Creativity isn't something that naturally fits into the PR world. After all, does anyone sleep here? With all the press releases, pitching, outreach and managing and editing communications? Most PR flacks barely have time to get a coffee much less invest the critical creative investment needed to take an idea over the top.
Execution isn't the problem for public relations. It's the critical thinking needed to direct, organize and strategize for the deployment of a campaign that can dramatically increase performance. This is why traditional public relations firms are getting absolutely crushed when in competition with an integrated agency.
You can't just promise to deliver. You have to do more.
Marketing and public relations won't make your product better. They will however put your product in front of more people where can people can make up there own minds. Would you rather they learned about and experienced your product in the most creative and fun way possible or from a rehashed press release?
To phrase it a different way: Which is going to lead to more press hits (both from mainstream and UGC)? You can certainly buy coverage through advertising and press pushes. But you are going to exponentially increase your reach if you include a component of experiential content or dynamic storytelling into the mix.
People like to write about cool stuff. It's human nature. Think about that before you send the next press release or email to a blogger or reporter. You may want to start looking at some bigger ideas.
For more timely, relevant, and engaging articles,
subscribe to Brazen Careerist.
- Continuing Education: Extending Learning Beyond Your Campus Years
- Why You Might Be Better Off Without a Job After College
- The Anti-Stalker’s Guide for Converting Online Contact into Real World Collaboration
- How To Find a Writing Partner Who Can Help You Achieve Your Goals and Make More Money
- A New Kind of Business Mover and Shaker
Comments
01.18.10
This is an interesting idea Foster. Do you have any examples? Creating community and user generated content before pitching a story? Seems like the dynamics are changing because consumer AND journalist attention is so hotly contested for these days.
Got Something To Say?
Got Something To Say?
Not a Member? Brazen Careerist is a career management tool for next-generation professionals. Set up a free account today to comment on this post and start sharing your ideas. Learn more.
Login to view your networks!
 |
 |
 |
 |
|
