Every year has a few companies who shine at PR, and a few others who, well, not so much. I’m willing to predict the shining stars of PR in 2012 will follow this mantra: Do just one thing (ok, maybe two or three), and Do. It. Right.
Blasphemy, you might say! No company can succeed without flooding the social media landscape! If you’re not 24/7 on Facebook, Twitter, YouTube, Google Plus, Yelp, Tumblr, foursquare, then you’re toast… or are you?
As far as I’m concerned, actions – and results – speak louder than any barrage of press releases and social media updates. I’m all about engaging content, and here are a couple examples where a focused approach on one type of content works magic.
• Will It Blend? Ask Blendtec. Or better yet, ask the 13 million-plus who’ve watched the blender manufacturer’s video of their product vaporizing an iPad. Cringe-worthy? Certainly. Content gold? Definitely. Blendtec shows how a company can focus its content on doing one piece of marketing exceptionally well. Their series of videos grinding up gadgets and other atypical blender-worthy items demonstrates the discipline many companies lack in PR and marketing.
• Orabrush. Similarly, Orabrush, which makes tongue scrapers, has hit paydirt with their videos promoting the product’s war on bad breath. What’s really telling is the company’s website – look at the top banner and marvel at the social media statistics. Orabrush’s YouTube hit count is nearly 45 million, compared to their 305,000 Facebook fans. The Facebook count is definitely noteworthy and critical to distributing the video content, but the fact that the videos carefully and comically showcase the product again proves the central idea – do one thing, and do it right.
The lesson applies well for small businesses with limited budgets. Focus your precious budget on making ideal, optimal content, whether it’s written, image, video. Master one medium, and you’re on your way to the next great PR trend of 2012.