“The history of communication is mankind’s search for ways to improve upon shouting.”
The smoke signal is one of the world’s oldest forms of communication and yet, in March of 2013, it was the vehicle through which major world news was delivered – a new pope was appointed. Yes, modern communication forms immediately spread the news but the fact remains… A piece of international news in this day and age broke via smoke signal.
You might be thinking, “So what? Either way, the news was shared.” That, my friend, is exactly the point. The news was shared.
Sharing news, or storytelling, is not new. Digital communication and the idea of integrated marketing is not a revolutionary idea. It is merely the evolution of tried and true communication methods that all serve to spread a message, educate, inform, etc. For instance:
Then: Hieroglyphs, Now: Facebook… Both are messages written on a wall.
Then: Pigeon Post, Now: Twitter… Both are quick, long-distance communication.
I kid. I know I’m being facetious. However, as Mike McDougall said in a recent PRNews article, “A growing segment of our industry is losing touch with basic, effective principles that have driven news generation, program positioning and human interaction for decades. Too many pros are becoming transfixed by digital platforms and punditry without understanding what’s at the heart of how we operate.”
It’s important to get back to basics when creating and implementing integrated marketing strategies and remember that our business isn’t about clicks, likes or specific hits, it’s storytelling and connecting.
Because keep in mind… The Pope may have Twitter now but he also finds time to greet and speak to followers in person.