The Accidental Genius
Ever since man invented fire, PR people have been going through a pretty standard process that seems like the wise and time-tested way. Maybe it was; maybe it was just the stuff of cookie cutter complacency: Do it the way it’s always been done because that’s the way it’s always been done. Genius?
What is that cookie cutter way? Well, you create a strategy, write pitches, and call editors, blah, blah, blah. It worked well enough, often enough, to help clients sell their products and services for generations. My firm did it that way too.
And then the Internet appeared out of thin air and many of us PR “pros” brought the standard, time-tested process to the Web. But the Web wasn’t there when the time testing was going on. So what’s my point? The real geniuses in making the Web work for them aren’t pros with a process. They are accidental geniuses that immerse themselves in the digital world, swim in its waters, and morph themselves into it. They don’t watch from the sidelines, process in hand. They have fun with it. They do the outlandish, which in the digital world, is the only way to visit the Web without looking like a tourist.
Look at the stars of YouTube and MySpace. No strategies there. No passports. They live there and throw creative hand grenades into the cyber stadium. Digital PR is not simply another medium: it is a different way of thinking and acting. Less rules, flexible structure, spontaneity.
Yesterday, I spoke to an inventor about how to take a new product to market. Her arms are full of all the standard press ammo. Releases, pitches, kits, backgrounders. But I advised she boil it all down to a silly looking vlog and YouTube video that shows straight up how dumb the current market leader is and how smart her new product is. All with an out there rather obnoxious piece of five dollar video.
As we delve into our Digital PR, we need to learn from the residents of the Web. The Accidental Geniuses.
And if you don’t get it, hire them.
on August 8th, 2007 at 3:58 pm
I think it is a little naive and insulting to call the folks who make web/digital PR work for them accidental geniuses. You make it sound like their successes are just dumb luck. After all, if they are the ones who “immerse themselves in the digital world, swim in its waters, and morph themselves into it,” they are also the ones with more experience and passion, and have learned the processes for making this form of communication work for them.
I wish your client the best with your five dollar YouTube video strategy, maybe by “dumb luck” it will become hit. I also hope you billed the client $5 as well cause that’s probably the most they’ll get out of it.