Mark Stevens article, The Drudge, The Grudge, Oprah...and Me discusses what happens when traditional and digital media come together and form traditional and digital PR.
When Palin asked to appear on Oprah Winfrey's show, Oprah apparently gave her the "thumbs down". Palins PR team quickly alerted all types of media. Many questions about Oprah were being asked:
* Was Oprah biased in favor of Obama? (I don’t think that’s a tough one to figure out.)* Was this a form of blacklisting?* Does Oprah talk the open minded talk but fail to walk the walk?* Was Oprah simply adhering to her programming policies?http://www.prnewsonline.com/blog/index.php/feed/
Stevens was interrupted from a book recording to take a call from FOX 13 News. They wanted him to prepare his thoughts on the whole Palin/Oprah situation. Because the story had to get out so fast, Stevens prepared his thoughts in the limo on the way to the show.
He sums up this chain of events as follows:
Think of this chain reaction that is at the center of our world today:1. A PR person leaks a story to Drudge2. Traditional media catches wind of it and confronts Oprah’s PR people.3. Oprah’s PR people come out with a statement seeking to establish the czarina’s neutrality.4. Fox sees a bigger story here and calls me to get my slant on it all.5. Now I am recounting the story in my Blog which will be spread virally by its readers.
The moral: PR today is not simply a profession. It’s a mash up.
I think this concept is important to understand. PR is not just one single thing; it is a mixture of things.
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