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PR 2.0 Tactics

PR Squared

Today’s NYTimes article titled, “It’s An Ad, Ad, Ad, Ad World” discussed how Digitas (part of the Publicis behemoth), et al., are using targeting technology and low-cost labor to create up to “4,000 versions of an ad for a single brand, whereas 10 years ago they might have run (up to) five versions.” 

The goal is to create a system with which advertising agencies can “use data about consumers” to “decide which advertising message to show at which moment to every person,” regardless of the medium.

This has been the Holy Grail for a long time now.  The advertising industry is focused on CONTEXT.  They’ll be slicing up our individual online usage patterns into wafer-thin targeting algorithms for their ad servers.  The ads we’ll see online will be constructed especially for us. 

How boring.

I mean, I don’t mind seeing ads lovingly selected just for “Todd S. Defren” – I wasn’t turned off by the talking billboards in Minority Report.  I can see how CONTEXT adds value.

It’s just kinda boring, imho.  It’s all database-driven, “if X then Y”-level stuff. 

If Susie has been reading “DailyCandy,” offer her an ad for some Kate Spade bags.  If Tommy’s researching cars within 24 hours of reading the “DadCentric Blog,” show him an ad for a crossover-SUV.  Zzzzzzzzzzz.

Public Relations, by contrast, is less concerned with CONTEXT and instead strives to influence CONTENT.  And Content drives Context. 

Public Relations professionals might induce the writers of DailyCandy to check out an up-and-coming designer.  PR pros might convince the poppa at DadCentric to write about a new book focused on work/life balance.  Of course, it’s up to the content creators to accept the “pitch” and to craft interesting, honest editorial about these products.  

There’s nothing nefarious about that process.  If our ideas (or clients or products) stink, then the articles won’t get written – or will trash our stuff outright!  Greater transparency in the 2.0 era will make PR ever-more accountable to suggest ever-better story ideas to content creators. 

Great story ideas lead to great content.  Great content attracts lots of people.  Lots of people attract advertisers.  Advertisers want to effectively reach out to individuals.  Advertising agencies use math+creative to engage consumers, on the periphery of great content.

PR is “the whisper in the ear.” 

With its sophisticated tracking systems, Advertising is increasingly becoming “the lean over the shoulder.”