You work at a PR firm. Among your tasks is netting a few juicy speaking opportunities for your client’s top executive.
You fill out the forms. Follow-up. Nail the gig. A keynote, no less! Yay!
Prior to the event, you draft a Media Advisory about the CEO’s upcoming speech. You ping members of the media who will be in attendance: “want to hook up with the CEO for lunch after his speech?”
You attend the keynote with the CEO. You take notes on his speaking points: these could be the crumbs of a new trend pitch…
Immediately after his speech, you scurry about the auditorium, scanning for green press badges. Maybe you can drum up an extra briefing or two – or three!
After it’s all done, you have a drink and rub your aching feet in the airport lounge. Job well done, mission accomplished.
Sure: yesterday that woulda been enough. Yesterday that would have netted you an “atta boy” from the CEO.
Tomorrow, though, that plan of action will not be enough. “Tomorrow” you will do ALL OF THE ABOVE, plus, you’ll want to:
Interview the CEO in the car on the way to the event, with your Flipcam.
Hustle the CEO into a quiet conference room for an impromptu podcast.
Document hallway chatter and interview the conference attendees before/after the CEO’s keynote speech (“What are you hoping to hear today? Did the speech meet expectations?”).
Film or livestream and/or liveblog/tweet the speech itself… while monitoring and responding to other tweets by fellow conference attendees.
Share this content all along the way, and monitor responses; interacting directly with users; answering questions, etc.
Note that these “tactics from tomorrow” are not necessarily targeted to “the media.” They are aimed at sharing fresh content, using it to empower “passalong sharing” and spur conversation and reactions across all sorts of interested stakeholders.
Creating such a “content engine” creates ongoing opportunities-for-attention and dialogue, plus, the constantly-updated content stream aids in SEO.
When you consider a scenario like this one, do you really think PR will continue to be about “press releases?”
Posted on: August 5, 2008 at 10:50 am By Todd Defren