I saw two great Internet posts today. A YouTube by Emily Osment that replaces the old way stars sent video so local stations could superimpose their local talent on, press conference all in 21st Century format. The other was a blog by Len Gutman of Valley PR Blog, “And then there was one” comments on the closing of Arizona’s East Valley Tribune.
Why the economy is so bad
Go to Indeed and search for typesetters; about five jobs listed in the last two weeks. About 100 photo processor jobs, most in the medical field. Public relations – more than 500 jobs listed!
While stars like Osment, Selena Gomez, and Ashley Tisdale are using 21st Century marketing tools, corporations cling to press release PR thinking lifevests and it is impacting the nation’s economy.
Recently I posted a YouTube video of Osment when she visited Arizona in October. In two hours, my Tween Marketing blog had double its daily hits, in the thousands. Maybe only 400 YouTube hits, but some fan blogs latched onto my photos and videos and shot my blog viewership into the stratosphere.
While almost every company in the world has switched to computers (There’s still some out there with typewriters, trust me. Some places, including the Four Corners of Arizona, don’t have electricity.), corporations are treating their marketing communications (advertising, public relations) like they can’t let go of those typewriters.
Corporations exhibit the thinking of film processors or those using 8mm cameras – it’s going to come back. Public relations, as most practice it today, including using terms like ROI, a misnomer, is archaic as expecting any of these coming back, or using a DOS-based computer. I’ve seen that. Think of the revenue companies would make if they would just accept the future – and that is Marketing $ociology, not press releases to a dwindling press. Look to 17-years old Osment for your answer to press releases.
Addendum: Here's a job description from Indeed posted today; 20th Century public relations skills, not 21st listed. The company will wonder why it's out of business in three years. He/she primarily focuses on external communications—getting the word out about X with a significant emphasis on media relations. The Director also maintains internal communications, ensuring the all internal (great command of English here) communications vehicles are efficient and effective. As an active member of the organization’s national support center team, he/she works closely with the national board’s marketing committee, Support Center team, local program staff and boards to build community support and awareness and achieve X’s long-term marketing goals.
Here's another one listed just below the above one. I will leave the company's name in on this one. It is significant and shows how even large companies are behind the curve and losing profits with 20th Century public relations. The External Media Relations Consultant reports to the Senior Corporate Relations Manager. The Corporate Relations department is responsible for Allstate communications internally (employees/agencies) and externally with key publics (news media, consumers, opinion leaders, nonprofit partners and community groups) throughout the Northwest Region, which includes the states of Washington, Oregon, Idaho, Hawaii and Alaska.
This position will identify, create and pitch positive proactive media opportunities that help Allstate develop and maintain a favorable business environment in the five-state Northwest Region. Additionally, the External Media Relations Consultant will serve as corporate spokesperson - assisting in answering news media questions about Allstate and related business activities in the Northwest Region.