May 1, 2013
As consumer technology continues to evolve, the way PR firms approach marketing media must evolve with it. PR approaches vary depending on what audience brands seek to reach. Modern technology, with high-def TVs in nearly every home and digital image screens on smart phones, has changed the status quo in less than five years.
5W Public Relations, also known as 5WPR gives three formerly “cool” media examples that are “heating up” and how that is changing consumer PR.
#1 – Television
Do you know someone with a console or tube television? Do you remember the last time
you watched a square format program or a movie produced before 2000? Do you remember TV looking that “bad?” The average consumer is now accustomed to experiencing picture clarity and quality in their home that a few years ago was only possible on the big screen. It is really not accurate at this point to think of TV as a cool medium any longer. It is fairly universally hot, and marketing strategies must be also.
#2 – The Internet
Video is taking over the Internet. The only question is when this will happen. Further, as upload and download speeds increase, increased visual acuity is possible across the web. This combination of rapidly improving technology and a shift in consumer expectation is driving a new sort of content war online. Consumers are looking for quick, interactive content to view and share. PR firms like 5WPR must respond to this by formulating campaign content that is “hot” for a traditionally “cool” medium.
#3 – Personal Computers
Here we are using the “PC” label in the traditional sense but including laptops and mobile devices in the equation. While in some cases PCs are still cool media, with the capabilities of many to play high-def music and video, that is changing. More importantly, consumer expectation is changing.
Ronn Torossian of 5WPR believes if you rigidly follow the traditional rules for hot and cool media, you will miss out on what’s possible with today’s new media. Worse, you will also frustrate a consumer market growing accustomed to “hot” media on just about every tech device they own.