information distribution: pr as arg.

Getting back to the concept that started 2009 for the blog, I've been looking at NOTCOT's recent posts related to the promotion for Coraline.

I'm convinced the future of the press kit is creating an experience that appeals to both press and the general community, and then allowing both groups to create a dialogue that further explores the related product or event.

Some people (usually not working in PR) would like to pretend that the mainstream media will stop being essential at some point in the future.  I think the value of our industry, moving forward, is creating opportunities for the community to interact with and influence the mainstream media.  For the public to relate to the story, the public has to relate to the people telling it.  Why not put them on the same team?

Looking at these Coraline 'boxes' I imagine sending something similar out, in a slightly different way.  Imagine sending 50 boxes, out of order, to media outlets - and then another 100 or 200 out to individuals who has expressed an interest in the film, whether through subscribing for updates to the website, or participating in a contest for free tickets.

The media outlets with a broad reach would act as a teaser.  They could create interest in the campaign as a whole, and a starting point for those involved.  The packages would clearly need to contain actual information about the product, and further interviews, information, etc, would need to be made available to satisfy the requirements most journalists have, information-wise.  As well, the assumption has to be made that journalists would (and should) break the fourth wall.  That said, the presentation of information informs how it is discussed (the medium is the message, etc).

The story (from a journalistic standpoint) is part of the story (from a narrative standpoint).

Individuals seeded with the similar press packages would interact with news stories on a standard level, but hopefully also as a presentation of information that would help them navigate the wider narrative of the campaign.  Similar things are happening now, mostly using websites and blogs as a means of reaching media while maintaining a narrative.

I guess the dream is a fully integrated promotional strategy that is part of, and an expansion on, the core narrative.  Trailers, commercials, print advertisements, release schedules, public appearances - all of these could be used to further the narrative, as well as to create audience interest.  Media relations strategy could easily be a part of the overall narrative, rather than just the promotional one, and therefore part of the community generated narrative.

Of course, this is all vague, and reads (and is written) more like a plea to consider things differently than a directive.  I'm okay with that, and I hope you are too.