The world turns and everything changes. No business in the world remains intact over the years and you have to adapt. No secret. PR agency has not been an exception.
When I started in the world of communication about 15 years ago, press office was very different. There were relatively few media (all offline), they had editors on staff and press releases were sent on paper by post. We attached the photos in slide format and spent a whole morning putting the press releases into envelopes, printing labels and putting the slides in a plastic cursed to protect shipping.
It seems unlikely but it was so.
Online media did not begin to gain weight in the clippings until much later. PR agencies considered online impact had a lower value and customers still wanted to see themselves printed in a newspaper. Because it gave them credibility and immediate release and it was cool too (not cheating).
Since some years ago the weight of online media is growing, and the crisis has deepened it. While the paper format is only a day old before it ends wrapping a sandwich, or as provisional carpet covering a wet floor, online publications give us a link that Google and SEO positioning worship. Who, with less than 60 years, buys a daily newspaper in the newsstand?
In recent years, bloggers, YouTubers, instagramers and influencers several have also appeared. Ordinary people talking about a specific topic with a loyal public which is also segmented by that specific interest. Many of them bring together hundreds of thousands of followers who believe at face value any advice that the influencer tells them. In many cases they write and make great pictures of the product and give their honest opinion.
I must admit that at first I looked with an air of condescension and did not have a positive opinion about them. I take it back. Most bloggers with whom I’ve contacted are great professionals, are friendly with PR agencies (I’ll spare comments and comparisons with editors of traditional media), do not typically charge for publishing content (if this is in line with their usual theme) and they are able to reach hundreds of thousands of readers (in many cases it exceeds readers on magazines).
And this is how, in dosymedia, the database of journalists has grown with a parallel database of bloggers and influencers sorted by subject. A curious fact: in the beginning we had a column with the number of followers of each influencer in each social network but we’ve erased it, because it turns obsolete every week. While traditional media are losing readers, blogs gain adherents. Be aware, people! The world turns and everything changes.
I do not give credit. I am outraged from my perspective as a professional in communication and marketing.
El Mundo published a tendentious interview with ElRubius. You may wonder if “elrubius” is a singer? A famous sportsman? A talk show from a TV reality?
He is a videoblogger with, hold on tight, 16 million subscribers to his YouTube channel, including my son within most teens and tweens in Spain and Latin America.
In his videos you can see him playing a video game while you can listen to his comments (that I find very funny, let’s say) or sometimes, recording himself talking about a topic related to his life.
I’m not kidding, I’m from another generation and cannot achieve to get engaged to his videos, but as professional in communication, I yield to his achievements and look at him as a guru of digital marketing who has managed to understand what new generations want.
Amancio Ortega did something similar when he understood that women no longer want to buy a dress that lasts a decade but prefer to buy more pieces of lower quality but more frequent replacement. And that, people, revolutionized the world of fashion and retail distribution. You might be Zara’s customers or not, and you might have your reasons, but certainly Ortega saw what any of his competitors did not see. He stepped forward and led the market. And I do not know any media that interviews him without giving awe to his empire.
But the elRubius interview seems to me a horror for the content and form, since the interviewer gives his personal opinion continuously, which as a reader I give a damn. This newspaper seems anchored to the past and I think this interview is disrespectful with a 25 years guy who, like it or not, has managed to excel in its sector.
It is true that readers of El Mundo are not young and maybe they like this article for the condescending tone used, but you know? They don’t have young readers now and it seems they won’t.
At the moment, elrubius has already counterattacked with a video “Tired of the press”, which in less than 15 hours has already achieved two and a half milion views.
You know … bread for today, hunger for tomorrow.
The financial crisis led two young men, linked in socially responsible investment projects and cooperation measures, to consider how to translate their experience to a solution for business made up by more than 3 million SMEs in Spain. So, they created ARBORIBUS, the first Spanish platform that allows people to directly invest through loans in small and medium enterprises.
Three young men had the idea to create a platform that would help dog owners keeping a tight control on their needs. Vaccines, deworming, baths, haircuts or dietary changes are just some of the events in the life of pets, which animalvitae records and helps control through alerts and reminders.
Kidani is a newly established company specialized in designing and making jewelry and fashion accessories that he wanted to spread its presence at the fair “The Brandery”.
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