Although we’re in the age of blogging and social media, being featured in the traditional media (TV, print and radio) is still tremendously important. In many ways it’s even more important than it was a decade ago. The recognition factor that traditional media offers is immense. Most consumers will be able to recognize and identify popular newspapers, magazines or TV station much more readily than then will the most popular blogs. The traditional media have built credible brands that carry weight, influence and credibility.
The entertainment and the information industry have never encountered times like these. The internet changed all the rules without bothering to inform anyone. This is no longer a time to throw out a wide marketing net; this is a time of specialization and niche marketing. Find your market, focus on your target, and define who your viewers, readers, listeners or buyers are. Develop a unique public relations/social media marketing strategy based on your target market. You’ll soon discover that the internet (the culprit that caused all these problems in the first place) can become your most effective marketing tool and your number one ally.
To PR or not to PR, that is the question. Well, maybe that’s not “the” question, but it certainly is a question. How do you know if public relations is the ultimate marketing direction for your business? To start you need to write out your priorities. What do you need your marketing to accomplish? Although your budget will dictate how you’re going to implement your marketing campaign, your budget, or lack of it, does not need to stop you from utilizing media relations.
After deciding that it was going to leak secret U.S. military reports on Afghanistan WikiLeaks had a number of media options. Whether the leaks were a good or bad idea, will be argued for quite awhile, but WikiLeaks’ media approach does illustrate how, in the age of social media, blogging and free news on the Internet, the PR tactic of disseminating information to the mainstream traditional media, still leads the way.
In The Vanishing Newspaper (2004), Philip Meyer, predicts that in 2043, someone will be receiving the final copy of the final newspaper. It will then be done, over. Those types of specific predictions are a bit silly, but this one does make a point.
When it comes to “old” media TV seems to be the one form of traditional media that has learned how to utilize the net to its advantage. The internet is still a content threat, but the TV world, unlike the worlds of music, film and publishing seems to have more quickly understood the pitfalls and opportunities. Instead of pulling up the drawbridge and preparing for battle, TV joined in and utilized the internet.