You only have to open a newspaper, turn on the TV or radio and you can bet that they’ll be a something about Twitter, Facebook or blogging. Some people get it, some struggle to see their value and some people point blank refuse to acknowledge their existence. But one thing is very certain – online is here to stay and as a communication channel, will only continue to grow.
For many companies and brands, they are standing at communications crossroads not quite knowing which way to turn?
One route is a familiar and safe journey: Traditional media channels such as regional newspapers, trade journals and TV/radio. It’s safe, tried and tested and they know what to expect and the rules of the game. The other route however, takes the brand into unfamiliar, unknown territory where the rules of the game are very different, there’s less control over the brand and the landscape is changing almost on a daily basis.
There seems to be great debate about brands engaging with customers online. Why run the risk of negative comments being posted about their products or services? However, there is no escaping that people will talk about your brand and products regardless of whether you are talking directly to them or not. So why not take the plunge and start embracing online? To all the current abstainers, why not bite the bullet, sign up for Twitter, start a blog, join Facebook – start to understand the rules of engagement, the opportunities that it may create for you.
And here lies the bitter pill that many seasoned communicators may not wish to swallow – but how can you expect to advise your companies and brands if you’ve never experienced it! I’m sure PR professionals understand what will make a great story for one of the Red Tops but they may not consider themselves a Sun reader. Digital should therefore be viewed in a similar light – as a PR professional you should immerse yourself in your target media and channels, regardless of your own personal political or cultural persuasion!
So which route should you take? Well you can play safe and keep going down the traditional routes…….but what does that say about your brand and are you really reaching your customers in the best way? There’s much debate about the death of the regional media and the more forward-thinking brands will be looking at new ways/channels to target their customers. To us, this route is a dead end.
I suggest you just put your foot down and embrace this new digital era. Who knows, you might actually enjoy it!
October 26th, 2009
