A colleague shared with me this documentary called ‘Transmediatic’ which purports to be revelatory about the future of advertising. It is actually a summating of the present and a recap of where many have already been for some time.
Some key notions are that the “product is the message” and “clear is the new clever”. These are just new clothes for the old notions of transparency, authenticity, two-way symmetrical communications, and mutually beneficial relationships that have popular by most legitimate public relations practitioners and taught by PR educators for as long as I have been one, which is since 2001. The documentary’s line “the naked brand” reminded me of a book I once read. Sure enough, on my shelf is “Naked Conversations,” by social media early adaptors and gurus Robert Scoble and Shel Israel. It was published in 2006, the year Twitter was launched.
We’ve kind of been there.
But to people who aren’t in advertising or PR, the documentary is useful to give a visually rich explanation of the changes in the field, and indeed in society. Here then is a recap of what the documentary recaps for the initiated:
- an “institutional speaker box” no longer exists
- transparency is not a choice–does it happen to you or do you participate?
- trust is the essence of every great brand
- The Edelman Trust Barometer routinely points out that people don’t trust executives
- Consumer Sovereignty is an old concept made more relevant in today’s media environment
- 90% of people trust peer reviews; 20% trust advertising (see Yelp)
- You can’t create image (I always point out to students the distinction between image and reputation–one is merely communicated, the latter is earned and based on experience)
- Related to above, companies have to shift from saying they are great to being great. (PR people have noted this for years, dating back to Arthur Page in the 1920s and the mantra of the Page Society today)
- There are positive externalities to ads–such as information utility
- Design thinking is where advertising needs to go (Our GVSU Ad/PR alumnus Mike Rios spoke about this on campus last semester. See this Guardian article about his and a partner’s explanation of design thinking and an example of it in use to benefit society)
- Corporate Social Responsibility (CSR) is a continuing trend. It dates to the 1970s in PR. See CSRWire for stories of CSR. Or see the Pepsi Refresh Project as an example of CSR that provides social branding.
- A final note: the US is NUMBER 1 in advertising, but NUMBER 13 in R&D. More focus on good products, and the advertising can be transparent, and bette than clever. That’s also fundamental PR–mutually beneficial relationships.