Traditional Media is Not Dead
Many meetings and emails these days seem to highlight viral marketing strategies as the latest and greatest trend out there. In fact, some have gone so far as to proclaim the death of traditional media. Believe me, I’m one of the biggest advocates of viral marketing. However, during a recent meeting I found myself convincing the client on the value of traditional media. What it is and how it works in regards to public relations. More than ever, it is the synergy of ALL media strategies coming together that works best, and not just one approach.
It really takes viral and traditional media these days to have the most impact. Not one competing against another but completing one another.
For example, back at the hotel after the meeting, I decided to do some research what I call “real time coaching”. I flick on the TV to see what the news in that market is talking about. That night (and next morning) – on four different national news outlets – I saw four “expert” source interviews. Every one of them had a book or cause to promote. It just proved to me the truth of what I discussed with the client. The news still needs experts. The news still needs sources for stories. I literally said out loud, “look, someone had a great pitch today using current news angles to work their book into the headlines!”
(Here is the actual interview I watched that morning)
Now, the method the news uses in finding these stories has really changed. But the medium is still absolutely viable for booking guests and it still delivers a powerful ‘third party’ endorsement.
What happens after folks see the interview, and where the book or expert is placed on other medium channels, now becomes imperative. Is Facebook able to show a spike in sales the day you mention your new book? Does Myspace give you a sales ranking the day after an interview? Of course not.
The next time you happen to watch the national news or local programming, look through the PR lens and see if you notice author interviews or expert sources commenting. What are they promoting? Why are these questions being asked? Probably a PR guy on the other end of the producer’s line giving them the high points to talk about!
