Social, traditional, new - media... the pendulum swings...
Boom Broadcast is ten years old. However, I've been involved in broadcast media relations for over 20 years (oh...that is painful to type...) In that time, terms like "hard copy," "beta," "VNR" and even "satellite feed" give way to "digital upload," "H-dot-two-six-four," "broll & bites," and "digital delivery." But while the technology changes, the essence of media relations really hasn't. Even if it's "sponsored content" what matters is delivering meaningful stories or messages to the appropriate news outlets to reach your desired audience.
While rumors of our industry's demise have risen and fallen over the years, hype for the newest tool in the bag comes and goes. Whether the banter focuses on PODCAST (remember when you had to have one?), SOCIAL, DIGITAL or (and I love this one..) TRADITIONAL media tactics...none can really survive alone to deliver a robust or even complete PR plan.
Last fall I had the pleasure of a referral by a long-time client to their PR agency who "specialized in digital." As we chatted about the successes we had over the years with our common client's brand, I mentioned radio as an effective outlet for other brands they represented. I articulated what a radio news release was, and how a radio media tour worked. A few weeks later I had a call from one of those who was at the coffee shop where we met. They were over the moon about a demand at the agency for more information about this great idea: Radio. Yes, Radio. These staffers were having a new and gushing love affair with this old stand-by. I'm sure, at this agency, Social was seething...but fear not Social. There's room for all of you! If you just hold out long enough, the pendulum swings back and all these outlets and tactics can play nice to deliver a strong, if not stellar, media mix for your PR plans.