More than any of the other readings for this class, this book seemed to focus on the content of the message to consumers, as well as the channel. In this increasingly proliferated world, consumers are exposed to millions of touch points. For PR to succeed in the new media environment, Solis argues that they must adapt their content of their message to convey more authenticity in order to break through the barriers to decision-makers. The new media technologies can also help to create this more meaningful consumer engagement.
For example, Solis mentions PR individuals or companies who were consistently pushing out press releases in word document form; these were largely thought of as spam and some authors were blacklisted (sometimes publicly). This was for two reasons; they either weren’t relevant, or weren’t interesting, or both. With new technologies like video news releases (VNRs) or SMRs (social media releases), PR professionals are able to more genuinely connect with consumers, but the message still has to be meaningful, and even impart some knowledge on them in the process.
One of the most important realities discussed in the book is directed at those who fear negative feedback, whether it is in comments’ sections or elsewhere. These are the facts: negative conversations are taking place online all the time – but when you participate, you have an opportunity to respond directly to complaints, and manage the conversation. Even the companies perceived as the most loathsome can improve their image with the strategic use of PR – Solis cites the big, bad Microsoft as a current example of one.
For companies like S&E, the opportunity to use PR 2.0 will greatly improve on the value of their marketing tactics. Instead of using high-priced advertising buys, S&E can leverage things like executive blogs, VNRs, and SMRs to get their messages out. And while outside PR firms provide a different perspective, using internal executives and employees helps create an authentic and genuine experience with the consumer. Just as the new social media environment has leveled the field for consumers, giving them unprecedented access to products, companies, and other people, it has done the same for companies. Small companies with limited marketing budgets can make those marketing dollars stretch even further by using internal employees instead of agencies, and low cost social media tactics in lieu of high-priced traditional media buys.
There is the potential of cross-contaminating real newsworthy news stories with social media PR. And while this would seem to be the ultimate win for a PR professional, anyone with a hint of journalistic puritanism would cringe at the thought of the two worlds colliding. PRwatch.org has taken to exposing these VNRs disguised as news, and after watching a select few, it doesn’t even masquerade as a credible media source and could open up a company to new potential liabilities. I think in the case of VNRs disguised as television news, you’re pushing your message instead of leveraging the pull mechanism that is inherent in so many of the new social media tools that leads to genuine consumer engagement.
