On a recent walk by my local newsstand I came to this shocking realization: ‘All of the newspapers are gone!’ You too have probably noticed that in this digital age, print and traditional media seem to be dying, while social media is expanding by the day. The immediacy of the internet is causing newspapers and magazines to decrease in circulation, and even go out of business, as more and more people opt to get their news online. Companies are finding that newspaper coverage alone is no longer “good enough” as new forms of media grow in reach and influence. So, should traditional Public Relations be scared of the social media takeover?
Traditional PR is still the #1 choice for America’s iconic Oscar Mayer Weinermobile. The giant hot dog on wheels has been part of the Oscar Mayer brand since 1936. Today the Weinermobile drives cross country 365 days a year. For decades families have flocked to see the “weiner on wheels,” and take advantage of free photo opportunities. Oscar Mayer’s PR professionals and Weinermobile staff, nicknamed “Hotdoggers,” call ahead to inform local media of their arrival, and plan live interviews, providing instant brand coverage. Over the past several decades, this famous vehicle has generated more media coverage than any other brand representative. With exposure on The Tonight Show , in the pages of the Wall Street Journal , and even at the Super Bowl, it is hard to deny that the Weinermobile is one of the most successful and longest running traditional PR campaigns ever.
Remember, digital PR extends beyond online press releases; rather, it is an extension of social media and can include Web 2.0 social book marking, Blogging, e-mail newsletters, podcasts, and company message boards. Thanks to the ease of casual online networking, story ideas and professional connections are growing without excessive pitching and press release distribution. One example of a digital PR campaign done right is “The Best Job in the World,” a globally publicized online job search conducted through social media and word-of-mouth. The campaign goal was to find a new “caretaker” for Queensland, Australia’s Hamilton Island. The job search was such an online hit that it generated thousands of applicants, who sent in videos via the internet, in hopes of landing the job. On July 1, 2009, winner, Ben Southall of Great Britain, posted his first Blog. For the next six months Southall will Blog about everyone’s dream job.
These days you can make dozens of public relations pitches on a daily basis without it yielding any leads or assignments. Save yourself this frustration and give a reporter, who happens to be a twitter pal, a great idea over coffee, and it’s likely you also end up with some press exposure. While face-to-face contact and traditional efforts are still highly favored, why not utilize online networks to increase your personal connections and further your PR agenda? The bottom line is— you get more reach and power through digital PR. Need proof? Just over the last month Twitter generated $48 million dollars and accrued 2.73 billion impressions. Now how’s that for power?
