While assembling yet another new business deck with yet another array of impressive news clips, I got to thinking that perhaps this staple will soon be another relic of the trade, and deserving of a mention in my PR Death Watch series (if you are a new reader, this is a series of posts in which I kill off outdated PR trappings) and to wondering what will replace it.
The clip book has given PR agencies bragging rights for as long as there have been PR agencies. They show our clients and prospective clients how we have been successful, generally by sharing examples of impressive placements in top media, in hard copy or PowerPoint.
New times call for new tools. I thought I'd take a look at how the vaunted clip book can evolve in sync with the realities of the day – an era in which traditional media are taking it on the chin and social media is rising in importance.
Not to downplay the importance major media (I cannot foresee a day when you would not want to show off a national TV spot, or a major story in a national daily), but top tier is not what it once was. Getting a high visibility placement can sometimes work wonders in terms of achieving PR and business objectives. But mere mentions in major media are no longer as impressive, and with all the other distractions people are faced with, sometimes seem to barely register.
Below I have lined up traditional indicators of PR success and compare them with ones that are rising in importance:
Traditional (column A) Emerging (column B)
Major daily print hit Major blog hit
Millions of impressions Millions of conversations
National network news segment Millions of views of your YouTube video
Your news, across the trades Your news, voted up on Digg or SlashDot
Now, if you are still with me, you might look at column B and say "well that is all well and good but how does column B get put into an impressive looking clip book?"
Stay tuned, I will be coming back to this topic soon.