I most definitely bend both ways when it comes to using ‘old’ and ‘new’ media – ensuring the integration of both in a campaign.
Each have a role to play, but ‘old’ is too easily given the ‘heave-ho’ in the rush to embrace new technology. The best example I can signpost here are new music releases – giving me an excuse to plug the ‘Music’ tab on the top right hand side of this blog.
Take this track ‘Hustle’, by the band Tunng. The band have a social media presence – Twitter, Facebook, MySpace, You Tube and the like – but I have never had cause to stumble across them, despite them having been around for a bit.
It was due to them coming to the attention (no doubt through some nimble PR) of Mark Radcliffe and Stuart Maconie on BBC Radio 2, who then proceeded to play the track to the millions listening to their radio show, and to champion it from then on. Magazines could have played a similar role, but radio is in a stronger position when it comes to music.
I fell in love with it immediately – the power of third party endorser no doubt helping, a trusted guide helping the track (and the artist) stand out above the noise. That, together with the mass audience, which could then be used to take traffic to various online sites to find out more about the track brought others, like me to the track I’m sure.
The story does not end there. ‘New’ media picks up the baton from ‘old’ as someone who has discovered the track, like me, is able to share their new found love, by blogging about the track, ‘tweeting’ links to the video, and – well, you get the picture. As word spreads, ‘old’ media jumps back on the bandwagon to report the successful phenomenon – interviews with the artist and reviews of the track in more mainstream newspapers, magazines, tv, radio and online – justified by the social media activity the PR can point to when pitching in, sometimes even providing a story to back it up.
All aspects of the campaign need to integrated and planned with precision. In effect, there is no ‘old’ and their is no ‘new’ – just many more different forms of media than there used to be.
The ‘Music’ tab is where I post, for the most part ‘new’ music that I have usually had the pleasure of being signposted by the likes of Mark Radcliffe, Stuart Maconie, Janice Long, Steve Lamacq, Trevor Nelson, Gilles Peterson, Kissy Sell Out, Huw Stephens – and even the odd older rare find showcased by Jarvis Cocker on his BBC 6 Music show. I’m sure most of you will not share my taste, but I hope that it at least explains what it is for, and its relevance to PR. I remain a luddite when it comes to my passion for the medium for radio, as it comes closest to sharing many of the social, interactive, instant and communal aspects of new media. But that’s a post for another time.