The channels may change, but when it comes to engaging influencers to deliver a brand story, the principles remain fundamental. In my view, Claire Cain Miller's article in Sunday's (July 2, 2009) New York Times, "Spinning the Web: P.R. In the Silicon Valley," only got part of it right in her assessment of the evolution of public relations in the wake of social media. For companies - especially PR and other communications agencies - looking to drive earned content, the world of "make or break" influencers has expanded significantly beyond reporters. They now make up just one subset in the ecosystem of influencers. This is true. It's critical that companies know who is driving sustainable thought-leading conversations in their categories.
What I found troubling about McCain's assessment was the implication that the story doesn't matter. In her article, she commented extensively how publicist Brooke Hammerling has aggressively and strategically amassed her contacts, and the success that impressive Rolodex has yielded for her:
Claire Cain Miller's take: As long as you have contacts, and in certain instances, a bikini, communicators can generate interest and visibility for companies and their ideas. Her story implied that today, only your contacts matter.
Not true. To appeal to a reporter, a blogger, an eminent industry influencer - and especially a consumer, you need substance: A strategy to make an idea truly stand out. It doesn't have to be a big event. In fact, in my experience in PR and now word of mouth marketing, flash no longer guarantees eyeballs. A truly interesting message, offer or product does. What's exciting about this era in communications is that the court of public opinion now dictates what's interesting. Companies need to work harder and smarter to have great products, to manage their publics well, and, yes, then appeal to the right influencers to share their news.
Zócalo Group is not a traditional PR agency. We focus on building sustainable word of mouth. But in our quest to drive conversations and recommendations for brands, we devote considerable thought and effort to crafting a sharable story. This comes first. Only then do you embrace the right storytellers - bikini or no bikini.
What I found troubling about McCain's assessment was the implication that the story doesn't matter. In her article, she commented extensively how publicist Brooke Hammerling has aggressively and strategically amassed her contacts, and the success that impressive Rolodex has yielded for her:From the get-go, she focused on one-on-one communication and relationships with hundreds of writers and pundits. Over the years, her contact list swelled to the point that her stories now overflow with dropped names. There are the e-mail messages from Larry Ellison, the chief executive of Oracle, and the time she handled a client's crisis from her BlackBerry while traveling to St. Barts to join the former Hollywood überagent Michael Ovitz and his family on his yacht. Or the time she was in her bikini at a Mexican resort, checking her e-mail at the hotel's computer, when Ron Conway, a veteran tech investor, walked in.
Claire Cain Miller's take: As long as you have contacts, and in certain instances, a bikini, communicators can generate interest and visibility for companies and their ideas. Her story implied that today, only your contacts matter.
Not true. To appeal to a reporter, a blogger, an eminent industry influencer - and especially a consumer, you need substance: A strategy to make an idea truly stand out. It doesn't have to be a big event. In fact, in my experience in PR and now word of mouth marketing, flash no longer guarantees eyeballs. A truly interesting message, offer or product does. What's exciting about this era in communications is that the court of public opinion now dictates what's interesting. Companies need to work harder and smarter to have great products, to manage their publics well, and, yes, then appeal to the right influencers to share their news.
Zócalo Group is not a traditional PR agency. We focus on building sustainable word of mouth. But in our quest to drive conversations and recommendations for brands, we devote considerable thought and effort to crafting a sharable story. This comes first. Only then do you embrace the right storytellers - bikini or no bikini.
