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I think this illustrates why companies need to think about getting attention on and offline as one interconnected web of potential avenues for disseminating information.

I spent 10 years as a traditional newspaper reporter, and much of the past year as a blogger/social media/pr person. Initially I viewed myself as leaving "old media" and helping customers with "new media." The longer I'm in this game, the more I find myself traversing both old and new media to get attention for clients, and your friend's graph illustrates that. Businesses need to view outside marketing efforts/news releases etc. as an effort to get attention, regardless of online or offline.

Our company for example headed up an effort to attract Google to Duluth, MN.

In order to get attention and traction we used traditional media coverage on TV, radio and in newspapers, daily e-mail blasts, Twitter and and a vibrant Facebook group, a YouTube channel with lots of citizen-created content, PR pitches to bloggers, contests in schools, a vibrant website: http://www.googltwinports.com and a door-to-door pledge drive. All avenues were effective, and hit different audiences.

A photo of our mayor jumping into Lake Superior ran on the front page of the New York Times, in part because of a strategic PR effort. It wasn't that our city was somehow a better candidate than the 1,000 or so cities vying for Google Fiber. It's just that using a whole set of channels simply made it look like we were the city to beat.

Ironically, I'm writing about exactly how we put together this campaign at http://www.puredriven.com/blog in case anyone is interested.

Thanks,
Patrick Garmoe

I see it as more of a cycle and not all things are applicable at all times. Indeed, I get the sense that you would have loved an interpretation from me. Knowing what I know about the majority of the PR industry, I'd be hard pressed to move too many things around at this stage. Switching to aspirational would negate the scope of the hype...

Interesting post Valeria. I definitely think that the Hype Cycle is a reasonable model of the way that things tend to work. The only addition I'd make is that there are some things that fall off the chart as they go through - not everything ultimately ends up being productive in the end.

I don't PR as well as some other fields, but Tom's chart seems right to me - particularly considering that it was 2005 when he made it. I'd love to see an updated version!

Thanks for sharing it.

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