It was Lance Armstrong’s interview. Long anticipated, long awaited, although by the time the cameras rolled most people knew what the basic content would be. The results felt scripted, as though he were reading from a teleprompter. Oprah was the clear PR winner. Still, perhaps the strangest thing about this week was the fact that the Lance Armstrong story made sense compared to the strange saga of the Manti Te’o girlfriend hoax.
Whereas traditional media is still as important as ever, you can now utilize it in a variety of ways. For example, as opposed to focusing solely on traditional media, you can target some specific media outlets and use those validating mainstream media hits to enhance your online media campaign.
Recently ABC announced that is was canceling its long-running soap operas All My Children and One Life to Live and replacing them with two new one-hour daytime talk shows, The Revolution and The Chew. These two shows are just some of the more current offerings to an already crowded daytime lineup which will also include such newcomers as Anderson Cooper, Katie Couric, Rosie O’Donnell and Fran Dresher. Add them to such returning old guards such as Dr. Phil, Ellen The Dr. Oz Show, The Gayle King Show, The Talk, The View, Rachel Ray and Martha Stewart and you have a pretty full day of talk. So, if you’re an expert in your field, or someone who has written a book or have a service or product that fits one of the shows’ target markets; get ready to start pitching.
Times are changing; Oprah is gone as are many of the daytime soap operas. TV’s 9 a.m. to 3 p.m. daytime slots are shifting dramatically. If you’re looking to pitch yourself as a guest on a talk show, never fear, although Oprah is gone, there are a myriad shows out there and more are on the way.
I’ve been in PR for over two decades; before that I was a journalist and a magazine editor and I’ve never seen anything like the Oprah effect. The impact she’s had on popular culture is ubiquitous. There is the obvious; Oprah’s TV show redefined daytime TV. The reach and scope of her show was unrivaled. From the PR perspective appearing on Oprah was like winning the Triple Crown and the Super bowl (not an easy task) she was indeed the crown jewel in the media relations world.
The Double Dream Hands video featuring John Jacobson has taken off in a big way. Recently Ellen showcased the video on her TV show. It illustrates how the internet has changed the media topography. Now a story can break on YouTube or on a blog or social media outlet and can become a major story in the traditional media. You want to be aware of and pay attention to, how you can position your online information and postings. I’m not saying you can replicate the Double Dream Hands success. That wasn’t planned. It was organic. But, be aware that an online video, blog or social media posting can also become a traditional media story. It can interest local or regional media. You never know what’s going to grab their attention
Generally I write about how to pitch your product or service, how to actively grow your business, and how to use social media and public relations to establish your brand. Important stuff; useful stuff. But that’s just a part of the equation. Creating your gratitude to-do list is the business focus for today. “The single greatest thing you can do to change your life today would be to start being grateful for what you have right now. And the more grateful you are, the more you get.” So says Oprah. Now whether you are an Oprah fan or not, one thing you have to give her is – she knows how to succeed.