...Fortunately despite this game-change, some fundamentals remain. Such as the ever-increasing need and value in having a strong ‘hook’. The centre piece of any PR story worth its salt, the hook is designed to appeal to consumers’ interests and identity, and encourage them to spread the video/article/photo/tweet/post to their networks, and their networks and their networks. Otherwise, just like offering a journalist a story without an angle, it will see as much airtime as a has-been pop star. And it’s because of this ‘hook’ that I think it’s an interesting time to be in public relations.
What has been a PR staple ever since it made its debut in the early 1900s, appears to have gone marketing mainstream. In fact, it was Jim Paul, EVP of Weber Shandwick who said at a recent Holmes Report round-table event among ex-marketers and advertisers, “Whatever we used to do was to get attention; we didn’t think about who was going to cover it! Who cares about who covers it, it’s a great idea! Well, that’s not the world we live in: It’s now come up with a great idea that also has a hook that people will carry and get out there and get impressions. So that battle between “great idea” and “we have a job to do” is something I definitely need to get up to speed with.”
Touché! This is both thrilling and terrifying for PR. Thrilling because its appears as if its bread and butter has reached a tipping point; terrifying because creating relevant, engaging and compelling content is no longer just its domain; it’s everyone’s within the marketing mix. The opportunity this creates, or challenge depending on how one views it, is for PR to integrate its best practice, through-the-line, so that a sharable story which strongly resonates with its audience is at the heart of the next ‘The Big Idea’....
Looking forward to reading the new, updated edition and "rules" of marketing and PR.