Preface: I spend a lot of time thinking about marketing and the image of Rally in the US. If this interests you – keep reading!
Not too long ago – Everything you read, watched, and listened to was output by a handful of media companies. Your only way to “make the news” was to put out a release that was crafted and polished with your message. You needed to catch the editors attention, draw them in for a short story, sprinkle in sponsors, and tell them where they could get more. Writing press was a good way for a low budget team to be just like a high budget team. On paper they look the same: Cute story, couple of photographs, shout out to a brand, see you next time.
Who reads these anymore? They certainly aren’t actually printed, and my carefully honed list of websites who publish press – publish everything. Once you start publishing everything you get a fire hose of information that no one really wants to read. Plus your message gets diluted down to practically nothing: “Sport you’ve never heard of has guy racing for points by Ovaltine.” How do I craft a message about Rally to everyone? Be boring and as vague as possible. 😉
Now what do we do? Well, some of the bigger teams, events, and companies have just moved their prepackaged press message over to Social Media. They post 60 times a day, every post has no real depth, and they are fire-hosing Twitter and Facebook along with every RSS feed tagged #rally #usrally. They ignore the “Social” in social media. Just shouting from mountain tops to no one in particular. After a few rallies they stop paying their PR person, get burned out, and the updates just stop or the fans tune out.
