PR 101

A Time magazine poll done shortly after Walter Cronkite’s death found Comedy Central “news anchor” Jon Stewart is now the most trusted newscaster in America. For those of you too young to remember, that title was held by “Uncle Walter” for the almost two decades in which he anchored the CBS Evening News.

That a comedian is now considered the most trusted man in American news has profound implications for those of us in marketing and public relations. It is another demonstration that the old rules no longer apply. Newspaper or television coverage of a client will no longer translate into increased brand awareness, increased sales or brand loyalty.

It means that social media is the now the best way to market. In fact, in the not-to-distant future, I believe social media will sweep away traditional advertising, marketing and public relations.

Why? And what does this have to do with Walter Cronkite and Jon Stewart?

Well, Walter Cronkite reported the news. He didn’t embellish or editorialize. He presented the facts as he saw them. People believed him because of who he was. Cronkite talked and we listened. Advertising, marketing and public relations were done – is still done in many cases – the same way. On behalf of our client, we tell a potential customer why a product should be purchased. We get a newspaper or a broadcast outlet to do a story on a client. We think convert potential customers into buyers because of what we did. We think we have succeeded.

We’re wrong.

Watch a Jon Stewart broadcast on Hulu.com. He doesn’t so much report as comment. Much of what he does is satire. One of my favorite segments is when he plays a tape of some public figure making a statement he never said something controversial. Stewart than plays half dozen clips showing the politician making the controversial statement. He often doesn’t say anything, but his expressions after some stories say what he thinks about what was just reported. Stewart is a reflection of much of today’s cynicism about just about everything.

This is how most of today’s consumers think. Just telling them something is good isn’t going to cut it. In fact, study after study shows that most people under the age of 35 just don’t trust advertising. Advertising and public relations doesn’t even reach most of them. They don’t read newspapers or magazines, they don’t listen to radio. In other words, the traditional model no longer works. Even if they do watch television, they probably use a Digital Video Recorder, or DVR, to record shows.  A DVR is programmed to skip commercials. Where today’s consumers get most of their information is from the Internet.

The recession has also things tougher. There just isn’t as much money to spend as there was even two years ago. Consumers are becoming extremely discriminating in how and where they spend their money.

An article in the June issue of McKinsey Quarterly notes: “Marketing has always sought … touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase. But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. (my emphasis) A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey.”

The best way, the only way, I feel to reach those increasingly sophisticated consumers is through social media. They need to be convinced that what they are considering purchasing meets their needs. They have to be shown. Most consumers today are going to do a lot of research before they make a purchase. They are going to talk to their friends and go on to discuss brands.

As I tell potential clients:” there is already a conversation going on about your company, event, or product. You need to be a part of that conversation. Whether you are not, the conversation will go on.”

That’s the role of social media. Companies can join in the conversation. But in doing that, they need to provide real reasons why a consumer should buy into that company’s concept. A company has to use all of the social media tools to convince a reluctant buyer that they should buy a product.

Blogs by company officials can tell a consumer the thinking behind a particular product’s creation. It can detail why the creator feels it is good product. A good blog will allow consumers to ask questions about the product. Remember, they expect accurate, concise answers. Try to hype them and you will lose them. If the blog is well done and honest, other blogs will link to it, consumers will tweet about and the word will spread.  To support the product, a company can post videos on YouTube demonstrating the product and how it works. Again, there has to be room for consumer questions and comments.

Many companies are starting to understand. I could use a Starbucks or Southwest Airlines as an example. But I will leave you with the story of a Texas car dealership. General Manager Hagen Durant is using Facebook, MySpace and Twitter to bring in business. This is an excellent demonstration of how everyone should be embracing social media.

NOTE TO MY READERS: If you are interested in a free, introductory course on social media, email me. Myself and three other social media acolytes are giving away an EBook written by social media guru Simon U. Ford. Ford sold several thousand of the books for $67. However, we have permission to give it away for a limited time. In addition, you get five free podcasts. We also will be holding a series of four virtual “book clubs” to go over the book. Between the book, the podcasts, and the four of us, you will receive a comprehensive overview of social media. Because we want to provide the best possible training, there are 25 spots left. For more information, go to the Social Boomers site. That’s right, we are actually marketing to Boomers – and anyone else who is interested.