MEDIA

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MEDIA PR IN A PACKET-SWITCHED SOCIETY
Nick Wreden, MA, MS Brand Futurist
Author FusionBranding How to Forge Your Brand
for the Future
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GOLDEN AGE OF PR (1945-95)

• Mass media
• Mass markets
• Mass production
• Lets sell what we make.

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PR IN THE MASS ECONOMY

• Limited prospect access to information
• Powerful media gatekeepers
• PR focus on gatekeepers

• Relationships
• Media lists
• Smiling dialing

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RISE OF CUSTOMER ECONOMY (1995-2005)

• Market media segmentation
• Growing retailer power in marketing
• Prospect access to information
• Market self-selection self-definition
• Democratization privatization of technology
• What does the customer want to buy?

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THE DANGEROUS DISCONNECT
Customer economy imperatives
Mass-media PR

• Segmentation
• Customers define brands
• Customer equity
• Customer-to-customer communications

• Broadcast tactics
• Positioning
• Brand equity
• Awareness

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DISCONNECT CONSEQUENCES

• Wastes resources
• Creates prospect cynicism disbelief
• Contributes to lack of PR credibility in
  executive suites
• Complicates accountability

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PACKET-SWITCHED SOCIETY (2005-20??)
The future is here. Its just not widely
distributed yet. -- William Gibson Neuromancer
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PACKET-SWITCHED SIGNPOSTS

• Ping my posse
• Overthrow of Filipino government
• Gillette and 500,000,000 RFIDs
• American Idol voting
• Who is the biggest computer company in the
  world?

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PACKET-SWITCHED DRIVERS

• Network technologies (P2P, SMS, wireless)
• Decentralization
• Ad hoc groupings
• Immediacy reach
• Processing technologies
• Learn
• Interact
• Societal
• Globalization
• From corporation to confederation
• Privacy

• Customize
• Operate in real-time

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ROLE OF MEDIA
New York Times World Ends. Third World Nations
Hurt Worst Fox News World Ends. Its
Clintons Fault. USA Today Were Toast.
(w/graphic) People J. Lo and Ben
Missing! Local TV Teen prostitutes! Sorry, no
film at 11
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MEDIA IN PACKET-SWITCHED SOCIETY

• Media napsters (P2P)
• Blogs
• Community
• Publication
• Group
• Link
• Personal
• Interest-based alerts

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STRATEGIC ROLE OF PR

• Focus on retention over acquisition
• Customer equity/accountability
• Credibility management
• Trust loyalty brand
• Risk management
• Competitive intelligence
• Beyond the headlights insights

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TACTICAL ROLE OF PR

• CRM (constituency relationship management)
• Customers
• Employees
• Media/analysts
• Pipeline
• Two-way communications (I.e., outages)
• System integration
• Web services
• Accountability

• Investors
• Suppliers
• Competitors

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(No Transcript)
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WHATS NEXT?
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PR ORGANIZATION IN 2008

• Accountability
• Big Four threat
• Globalization of services
• Opt-in marketing

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SHAMELESS SELF-PROMOTION
fusionbrand.com amazon.com bn.com nick_at_fusionbrand
.com