Alas, I taught my Generation Y son old school publicity too well. How to organize a “free” event + write a great headline and press release – how to submit it to the AP Daybook and other sources and voila! Media attention and free publicity…
So Gen Y is having a field day with one of his clients, getting placements and write-ups left and right. They’re crawling out of the woodwork. For what? A service that picks up your dog’s yard deposits. I sh*t you not.
He sends press releases to all of my contacts and they want more. It’s fun! It’s funny! It’s a lowest common denominator lead, with broad appeal and room for a lot of clever metaphors. It’s like seventh grade out there sometimes as the media looks for more content for the masses, who are interested in… Well, for instance:
His client sells franchises of its poop scoop service, and they organized a clean up the National Mall because of all the complaints and letters to the editor of the Washington Post about the state of the nation’s first lawn - All of my contacts picked up this story! Every news affiliate in the DC area – with on air interviews – Washington Post Metro section – Front Page – AP picked it up – it went viral — 160 online news sources. HaHaHa …. What a story.
My release to the exact same contacts on a new government money program evaporated into thin air. Why? Client overexposure? Too much Free Government Money spam? No one believes anyone any more? Obama’s throwing money at new businesses like it grows on trees – Invigorate the economy – Invest in America… etc. etc.
PR is being relinquished to GenY without a struggle because they know Social Media! They not only understand blogging, they’re addicted to it. The average 17-year-old spends an average of nine hours each day interacting electronically …. Rather than jumping into the mix, old pros are handing the reins to kids who can barely drive, shaking their heads and laughing … Kids these days…
There’s a stealth war between GenX/Y and Boomers being waged behind the scenes on Twitter, Facebook and the rest. Instead of ammunition, we’re lobbing Google hits. Our handheld portable electronic communication devices have become as necessary as our senses in evaluating the terrain. But in the end, no one can really ever see too far into the distance when there’s too much smoke.
PublicityDay is on a mission to clear the air, but I need help from the other “A List” PR bloggers out there.
I feel your pain…it’s a whole new PR world. I don’t think Gen Y successes, however, are entirely due to social media tactics. Unfortunately, the feature-y, funny stories get the media interested. Much more difficult to pitch issues or programs or products (unless we’re talking about iPhone apps).