While we would not advise brands and organizations to avoid social media platforms altogether, Lawrence’s decision could inspire companies to be a bit more selective with the kind of content that they post on their social channels.
Call it disruptive or innovative—in the context of digital PR, the terms are relatively synonymous these days. Either way, the Taco Bell “blackout” serves as a compelling reminder that, as online communications become commoditized, PR pros are on the hook to create unusual campaigns that grab the attention of consumers and the media alike.
Stronger alignment among PR, marketing and advertising executives is one goal shared by brands and organizations, at least on paper. Despite the best of intentions, however, many PR, marketing and advertising pros have been stymied by a siloed business approach, senior managers who are reluctant to start collaborating on their media budgets or, in many cases, corporate inertia.
Brands and organizations of all stripes have spent the last few years moving to a digital-first marketing strategy. But they shouldn’t get too comfortable, as the digital-first approach is about to get eclipsed by the mobile-first approach.