The Most Important Marketing Tool of the Internet Age

The ONLY Valid Form of Marketing in the Brave New World Of Social Networking

Never has PR and storytelling been more important than in the age of the Internet and social networking. I've worked as a journalist, novelist, playwright, film and TV producer and PR consultant; they all rely heavily on being able to tell a story. The brave new world of social networking marks the renaissance of storytelling, making effective PR the most important marketing tool there is.

The MySpace, YouTube Connection: The world is becoming more and more about transparency and relationships. Traditional media is looking to the net for its answers, which is why News Corp bought MySpace and Google to purchased YouTube. Ads and commercials are not the way to spread the word in those worlds. But P.R. can directly impact the new social networking phenomena to maximize its effect like never before.

The Diet Coke & Mentos Experiment Example: Google recently made a deal with, and has agreed to turn over most advertising revenue generated by, the latest video from Fritz Grobe and Stephen Voltz, creators of "The Diet Coke & Mentos Experiment." In exchange, Grobe and Voltz, who saw their original offering--which shows a version of Vegas' Bellagio Fountains made of 101 2-liter bottles of Diet Coke and 523 Mentos--catch fire with video-sharing fans last summer, have agreed to let Google host their latest video. But the story was told and the news spread via PR with coverage on The David Letterman Show, Good Morning America, NPR and countless other media outlets. The PR was the engine that drove the story. Whereas the new media is the story, it's traditional PR, done with a bit of a creative flaire, that tells the story.

Copyright © Anthony Mora 2006

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