Narrowcasting: A Crash Course

Tip of the Week

This post was inspired by a question someone posed on an online crowdfunding group. The source wanted to know how to maximize PR. Was hiring a publicist in order? A reasonable voice suggested the question itself was wrongheaded because in crowdfunding social media and public relations have a cross-functional role — they cannot be untangled.

Ding! Ding! Ding! That commenter wins the day!

People probably want to maintain their death grip on old-school PR because it’s familiar and social media is not. When efforts fail, the blame is put on the platform rather than the user. But it’s the understanding of these amazing technologies that have the power to fuel your message most effectively that’s going to get you to your goal.

If you’re guilty of broadcasting into the social mediasphere, which is not unlike trying to pin the tail on the donkey while blindfolded, here’s a crash course on narrowcasting. Just like it sounds, narrowcasting is the opposite of broadcasting. It is an age-old television and radio method for capturing a select audience and updated for the Internet age, to help break you of the broadcasting habit.

I recently tuned into a very educational webinar in which Amy Vernon, a stellar social media guru you should know about, taught us how to apply narrowcasting correctly.

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