PR does the hustle using new and old media

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.


6 responses to “PR does the hustle using new and old media

  1. Flower Power are the best team ever and if Paul likes us most we will take him out for a pint of bitter this evening 🙂

    Public Relations at Greenwich just got better, we will be the best year ever to come from this university!!

    p.s. Paul – number for alcoholics annonymous = 02078330022 – at the end of this year you may need this after all of the drinking we will cause you to do!

    Just to make sure it’s over 60 words: one, two, tree, four, five, six, seven, eight, nine, ten, eleven, twelve, thirteen, fourteen, fivteen, damn, I bet that’s gonna be enough, not bothered to type any more 🙂

    xx ciao xx

  2. The Quzzie Rascals

    We believe that new media can take a leaf out of old media’s book. Nowadays new media is all about feeding the public with a piece of content, with no third party involved. Long gone are the days when editors were a vital key in the PR machine and could have an impact on whatever was being produced.
    Thank you

  3. As specified in the above blog, both aspects of media are essential for the success of upcoming music artists. In addition to the example of Tuung, Susan Boyle’s success has developed through the use of ‘old’ and ‘new’ media. For example ‘old’ media through the use of television and newspapers, including interviews and performances and ‘new’ media being the use of Demi Moore’s Twitter increasing her popularity in America. Both powerful tools of PR.

  4. Well paul, what an amazing blog, however, I do not agree that chimps like cereal. I think if they really did, they would be able to easily go to asda and buy some. On the other hand, your argument for their hairy hands meaning they would drop the cereal boxes when picking them off the shelf, is a valid point. Still though, the chimps could quite easily ask a member of staff to give them a hand. So therefore, chimps do not dislike cereal, but they don’t like it either. Fancy a milkshake later?

  5. We have to agree with you that new media is n the rise. Since the birth of web 2.0, PR as an industry as definately benifited from new media. Print media e.g. newspapers is definately on the decline, however we dont think we should dismiss the old. We think we should embrass the old as well as the new in order for us to reach maximum publics. Lets face it PR or the world in general woudnt be where s is today without the out, but we wount get into the future without the new. New media e.g. twitter, myspace is a affective way for practioners in entertainment sector to reach their audience.

  6. It’s amazing how many good bands are out there and we don’t even know it, as you said. Social Media is a great promotion tool because it’s normally done with a peer to peer perspective and by following the right people on twitter and blogs you may find many interesting people out there. It’s good to always keep an eye and links to influencial and knowledgeable people out there. New and old media complement each other.

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