Techniques and Cases in Public Relations

Media Relations

Every company or organization has a message they are trying to convey to their audience. At times, the company or organization’s message may be lost or may need to change due to the changing world around them. This means having to formulate a calculated and strategic campaign to convey to the public that the company or organization has something new to say or express. It is vital to any campaign to have a strong media relations presence to magnify the campaign’s exposure to the targeted audience. Let’s go ahead and take a look at how Hallmark, Visit Philadelphia and Netflix effectively used media relations to their advantage in their respective campaigns.

Hallmark noticed a decline in sales in their birthday cards which prompted them to launchHallmark-Birthday-Fail-Text-Hilarious a campaign centered around the idea, or hashtag, #birthdayfail. They used media outlets such as Facebook and Twitter to get their message out and posted humorous content, videos showcasing celebrity spokespeople as well as hosting online contests. This campaign took place two years ago and was a success due to the fact that they took advantage of social media, knowing that, after doing primary and secondary research, their target audience was a demographic that could be easily accessible through the platforms of Facebook and Twitter. Social media is an excellent media relations tool as the ability to share, “like” and boost posts exists leading to more views and impressions. Another Campaign that used social media in their campaign was Visit Philadelphia. Visit Philadelphia launched a campaign centered on the city’s charming and trendy neighborhoods that surrounded the downtown area. After doing careful research, it was found tourists were interested in more than just downtown Philly. The campaign utilized many media relation tools, one being their Instagram account, @visitphillly. By showcasing the neighborhoods being used in the campaign, the campaign was able to gain more exposure through the views and impressions made on social media. Visit Philadelphia could have also gained more exposure and success if other social media had been used such as Facebook and Twitter, however, Visit Philadelphia used more traditional media relations tools as well, such as its website and designating an arm of the site to showcase the neighborhoods which helped to generate numerous print, blog, TV and radio stories over the campaign.Visit-Philadelphia-Neighborhood-Map1-1024x413

Another company that utilized traditional media in one of their recent campaigns was Netflix. Netflix needed to create a campaign after noticing that the site was not thought of as having a large library of trendy television shows, but that of movies instead. At the same time the phrase “binge watch” was beginning to trend and Netflix launched a binge-watching-2campaign using the phrase in a positive light to let their target audience know that there were television shows on the site that could be binge-watched. Netflix reached out to the Wall Street Journal who then wrote an article that launched the binge watch campaign. Even though Netflix now has a cultural ownership over the act of binge-watching a TV series, I feel as if the use of traditional media for this campaign was not the only route that should have been take. Since people have the ability download Netflix and stream shows on their smart phones, I feel that Netflix should have utilized social media as the catalyst for their campaign by creating a hashtag and running the conversation on the act binge-watching seeing as their target audience takes to social media to talk about what shows they are currently watching or seeking advice on which show to start “binging” on next.

As I said before, media relations is like a magnifying glass for whatever campaign your company or organization is trying to promote and will be one of the most effective means of communication with your audience. Deciding to forgo traditional or newer media outlets is really the only decision that needs to be made, however utilizing both will never hurt and usually can result with maximum exposure. I am partial to social media, as it is not going anywhere and continues to develop everyday with new ways to interact with audiences that make it easier for companies, organizations and public figures to connect with generations of all ages making it a powerhouse tool in your belt for media relations purposes.

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Techniques and Cases in Public Relations

Media Relations Plan

Chapter six discusses the building of better relationships with media and developing an online media strategy. This is a broad chapter topic, so I have decided to focus in on the aspects of the growth of business coverage in the media and socializing a media relations strategy. I will take a look at how these two topics relate to the Netflix ,“Taking the Bite out of the Binge” case. Through analyzing how these topics relate to the case, we can better understand why this case was a success and continues to be.

In years past, Netflix was thought of as more of a movie watching site rather than one where someone could find an assortment of relevant TV watching. Around this same time the phrase “binge watching” also emerged and was seen as something negative with relations to being a couch potato. Netflix decided they would take control of the conversation about what their site was known for and using the “binge watching” trend in their favor. To do so they had to choose a media outlet to release their campaign to and ended up going with the Wall Street Journal.

By embracing a traditional media outlet and taking advantage of the growth of business coverage in the media, Netflix made a smart decision to choose the WSJ. Netflix used the “binge watching” trend in their article to associate it to a positive feeling rather than one of laziness. Today, if you key in “Netflix” and “Binge” into the Twitter search bar over 100,000 tweets become available. Netflix now owns “binging” on television and has used social media to keep their followers up to date on the latest and greatest shows that have become available in their library. The first of every month offers a new wave of binge-worthy entertainment on the Netflix site and links and reminders are updated on social media religiously.

The Netflix case is a success due to the fact that they not only took control of the conversation and used a negatively viewed trend as a hook to gain subscribers, but they also had a well laid out media plan to make sure their messaging was received in the correct way. By utilizing a traditional news outlet like the Wall Street Journal they were able to put an article into a prestigious publication, as well as using social media since then to cultivate binging on a Netflix show to be as attractive as a night on the town with friends. The fact that many people in my demographic would pass up an opportunity to go out and be intoxicated on weekend because they are binge watching their favorite Netflix show is an accomplishment within itself. Human interaction is something that we should be placing above staying inside, cuddled in bed with our eyes glued to a laptop screen, but thanks to the Netflix campaign of binge watching our priorities have shifted. The urge to binge is an addiction like any other, so have you succumbed to hours of television yet?

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