Hey, everybody. It’s Gary Vaynerchuk for GaryVaynerchuk.com and I want to talk about story telling PR, branding, stuff I love of course. I think there are way too many companies. It’s starting to get obvious to me.
There are a lot of companies that really don’t understand the importance of telling your own story. The amount of brands and websites that I see being reactionary to let’s say a tech ranch article or national article or the Wall Street Journal or Ad Age is baffling to me. I don’t understand in this age, let me rephrase that, I don understand. Most brands corporate structured companies have PR teams that are really playing by the old rules of PR.
PR has fundamentally changed. There’s so much more authenticity in it. Press releases are like doing smoke signals. Do you understand what I’m saying? When you’ve got CEO’s and personal brands and brands within companies, the phase of Tech Company, maybe it’s a CFO, maybe it’s a CTO whatever it may be. I don’t understand why they think they need to have a filtered can to response to anything. I don’t understand when you launch a new product or a feature. Why they don’t take a flip cam and just say, “Hey, this is what we’re doing. I know somebody you might not like this.” You know directing the story, already knowing what stumbling blocks.
I keep getting involved in these consulting pow-wows over the last couple of weeks where people are like, we’re going to launch this. We know what’s going to happen. A couple of you are going to like this and going to like that but you know it’s 95% better because this 5% is going to bother some of the original users and I don’t understand when they tell me, it’s so real and they’re coming from such a good place and they don’t want to hurt anybody but they understand there might be a 7% retention of anger over this little subtle thing.
I don’t understand why they don’t take a flip camera or a video and just say that and when they launch it when people saw it into the site, you know that pops up and they talk about it. People are willing for people to cry about it and they come out with a canned bullshit response. It’s just the whole thing is broken.
Communication is what keeps a marriage healthy, a relationship healthy. Be the first to communicate. If you’re a business or a brand and you’ll always win. Wait for somebody else to tell your story and then you have to mold it, it’s a losing proposition.
Please, rethink the way you handled PR in your company and here is the problem and I’m going to give a lot of fact for this because I have a lot of friends in PR.
A lot of them don’t want you to rethink it. When you bring this up, they’re going to kind of dance. You know they don’t want to change your jobs because their jobs are changing. Everybody who’s in the PR business today, has a different job than they did 24 months ago. See you next time at GaryVaynerchuck.com.
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