Get Out In Front - 5 Takeaways from PR
June 14, 2011
Never before have we had to compete for attention like we do today. Consumers are stretched, stressed, and so fragmented.
They each have their preferred devices for communication - e-mail, texting, Facebook, apps and Twitter (slightly) - and these individual channels are their turf. They control who they hear from
So how do we effectively connect in an environment with more competition and shorter attention spans?
Many of us in radio have our own theories but it’s always fun to talk with people outside of radio -- engaging conversations about how they approach this new world of 24/7 dialogue, where people basically talk to us when it suits them and consuming our content when they feel like it.
While Jonathan Jaxson has been on the radio as a featured guest on shows such as “The Ace & TJ Show”, “AJ’s Morning Playhouse”, “The Jackie & Bender Morning Show”, “The Billy Bush Show” and others, he is spending much of his time lately as a publicist and has had some notable clients in the past, such as Kim Kardashian, The Backstreet Boys and Mya.
Most recently, Jonathan’s stellar PR skills pulled off a successful concert to raise money for the tornado relief fund efforts with his friend, LeAnn Rimes.
So from a PR world, what’s Jonathan’s perspective about leveraging social and digital devices to stand out, cut through the clutter, and earn his clients the attention he targets? And can he leave those of us in radio with actionable takeaways?
According to Jonathan, “Social media is the world's domain and radio should take the initiative to move forward towards it. Use it to reinforce the experience of your brand and to connect with those who are trying to talk with you. ”
Jonathan continues: “From a PR standpoint, one thing that confuses me regarding radio is the practice of passing on exclusive celebrity news. My experience with TV is much different. I call E! News or Radar Online and the news will get posted immediately online. I don’t see that happening with radio just yet.”
Top 5 takeaways for radio from the PR World:
* Don’t let the dialogue stop when you leave the studio. It’s pretty special to the audience when they have the feeling they can communicate with you on your website or a social site beyond your on-air show.
* Spread the word -- fast. When you interview a celebrity, take the best piece and share it with national media outlets immediately. Spread that “breaking news” that occurred on your program. Don't wait until the next day ... NOW is the time.
* In fact, do everything NOW. Not when you have a moment. So many stations say “We’ll get those pictures and videos up in the next couple days.” but that tomorrow attitude is a major mistake. Your audience wants to experience it now.
* Deal the audience in. Allow them to be part of your on-air interviews by asking some of THEIR questions. Solicit questions via your website. You can use social sites as a gateway to your website.
* Strive for consistency. Don't update a blog on Monday and then wait a week for the next update when you are broadcasting five days a week. Update your audience daily to create an expectation that content is constant.
Reach out to me anytime on Twitter @lorilewis.
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