A few months ago I had a chance to check out a book of Banksy’s art. At least for me, I consider it art, others may consider some of the work graffiti or vandalism, but that’s a different discussion.
In the book I was flipping through there is a quote from Banksy stating, “Any advertisement in public space that gives you no choice whether you see it or not is yours, it belongs to you. It’s yours to take, re-arrange and re-use. Asking for permission is like asking to keep a rock someone just threw at your head.”
While very much focused on advertising – billboards, poster-boards, etc. – and brought to life by some of Banksy’s public works where the existing Ads were altered, I think it holds true to the online world of communications today as well.
More than ever, companies in the tech sector (and others) are acting as publishers and the sheer amount of vendor generated content in the form of blogs, videos, photos, slideshows, podcasts, etc. are almost unavoidable. Whether you are creating a video, shooting photos of an event or just publishing your latest white paper, its important to keep in mind that the minute you share it online - your message is now open to the world at large to ‘take, re-arrange and re-use.’ This is a trend we call Socialized Media and is permeating not only vendor Websites but industry publications as well.
In many cases the opportunity is present for someone to interpret, analyze and share opinions and perspectives on your content — so the concept of re-using or re-arranging may take many different forms. In short, the job of creating and sharing is the first step, the ongoing conversation and engagement around the content is what becomes even more important for you to be a part of. Have you thought through what you’d do if / when a competitor responds publicly to your content or a mashup being created of your content or are you even prepared to track and monitor that conversation?
In many cases, how you respond or don’t may say as much about your brand as the original content itself.
To use Banksy’s words, in the evolving world of communications, there is a fine line between throwing rocks at someone and throwing a rock WITH someone - so they realate to and become part of sharing your message.
For the past couple of years I haven’t been in a client meeting or industry event where “social media” isn’t mentioned. Forget “mention”: it has been at the core of the discussion. But in all these conversations, what hasn’t been covered is how traditional media, in particular tech press, is evolving, changing, adapting; and what this means for “traditional” tech PR professionals. Publishers like CMP (or better the former CMP) and IDG are changing. They have been “socialized”.
From now on, when I talk to a client or colleague, I’d like to make a distinction between social media and socialized media.
Of course I believe they are both very important, but they are critically different. And since all the attention has been focused on the first one, in this post I want to share some initial thoughts on the latter:
So what’s the net-net? As PR practitioners we are in front a very complex ecosystem, with a lot of moving parts. I think knowing and understanding the different motivations of all the players (the blogger, the journalist, the publisher, the editor) will make us better counselors and strategists.
Ogilvy MediaXchange: Pitching the Right Reporter