Digital Independence (Filmmakers as "Disruptive Messengers")

Filmmakers as "Disruptive Messengers"

So I stumbled upon a new blog that's focused primarily on the world of public relations and the Web, and found a really challenging post that (from a PR perspective) describes the world of blogging, pinging and filmmaking by the new PR challenges they present: the rapid propogation of "disruptive messages" to existing brands.

I'm going to write more about their approach at yet another of my blogs (the one focused on online marketing), as they are a fascinating combination of brilliance and Machivellian horror-show. But one aspect got me thinking about filmmakers (including one that has a blog here at indieWIRE):

"Disruptive messages that campaigns like Super Size Me and Fahrenheit 9/11 send out to audiences threaten brands (be it McDonalds or the Republican Party). But don?t think that for a second that the 'old' approach to online marketing (blasting out branded emails and canvassing highly-branded web sites with banner ads) will work to handle the new brand threat of blogging and talkback interactivity."

Spot on, right? Viva la revolution, baby! But their conclusions take a radical shift from my perspective:

"Any Fortune 1000 company that has a threat (blogs) also has a need. PR people...fill that need."

Hmm ... I suspect that Morgan Spurlock would say that McDonald's PR people did more to make sure that his film was "disruptive" (and successful), I wouldn't be surprised if Michael Moore wouldn't say the same thing about the Republican spin machine. If PR people are really going to be the answer for the companies that want to deal with the "threat" of bloggers, they are going to have to radically rethink the one-way channels of communication that they have grown used to.

I wonder if my blog tracking back to their blog will be seen as a disruptive message?

Posted by bclark on Jul 14, 2004 at 11:51AM | Filed under Internet & Filmmakers

Comments

fascinating stuff!

Posted by eugene on Jul 14, 2004 at 11:51AM

Not disruptive at all! That is what many of us are saying (both there and at our own blogs): we need to break away from the command/control mindset of the Old PR and jump into the distributed communications of the New PR.

Thanks for stopping by!

Posted by Elizabeth Albrycht on Jul 14, 2004 at 11:51AM

Trackback (ping URL)

(07/16/04) Blog and Media Coverage - July 14, 2004 Lockergnome's Net Connections: Global PR Blog Week Der Spindoktor: Blogs, PR, Spin Doctors und die Journalisten (in German) IdeaSapiens: Las posibilidades de la blogosfera para las Relaciones Públicas (in Spanish) iFeedYou::Le blog...

(07/16/04) Blog and Media Coverage - Blog and Media Coverage July 14, 2004 Lockergnome's Net Connections: Global PR Blog Week Der Spindoktor: Blogs, PR, Spin Doctors und die Journalisten (in German) IdeaSapiens: Las posibilidades de la blogosfera para las Relaciones Públicas (in Sp...

(07/16/04) Blog and Media Coverage - July 14, 2004 Lockergnome's Net Connections: Global PR Blog Week Der Spindoktor: Blogs, PR, Spin Doctors und die Journalisten (in German) IdeaSapiens: Las posibilidades de la blogosfera para las Relaciones Públicas (in Spanish) iFeedYou::Le blog...

(07/17/04) Blog and Media Coverage - July 14, 2004 Lockergnome's Net Connections: Global PR Blog Week Der Spindoktor: Blogs, PR, Spin Doctors und die Journalisten (in German) IdeaSapiens: Las posibilidades de la blogosfera para las Relaciones Públicas (in Spanish) Le blog de iFeedY...

(07/22/04) Blog and Media Coverage - July 22, 2004 Dvorak Uncensored: Post Bubble PR Blues July 21, 2004 PRWeek: PRWeek.com Q&A: Participants from Global PR Blog Week July 19, 2004 Scobleizer: Back from blog vacation July 14, 2004 Lockergnome's Net Connections: Global PR Blog Week...

(07/29/04) Pings, Trackbacks & Changing Network Behavior - There's a series of blog posts (here, here, here & here), apparently about this story in Ad Age (which you can't actually read without buying it, sorry) about how blogging is changing the nature of PR & marketing. It's a...

(10/16/06) 27wug350 -

(06/14/07) defense product self - shit-happens 485114 Intresting information about defense product self.

(06/14/07) stackable washer and dryers - shit-happens 485114 Search results for 'stackable washer and dryers'.

(06/14/07) create and barrel - shit-happens 485114 Pros and cons of create and barrel.

(06/15/07) amy rose - shit-happens 485114 Information source about amy rose.

(06/15/07) 300 movie workout - shit-happens 485114 Technologies of 300 movie workout

(06/16/07) abell personals - shit-happens 485114 Description of abell personals.

(06/16/07) custom hat - shit-happens 485114 Aggregator of custom hat sites

(06/17/07) apartment charleston rental sc - shit-happens 485114 home | apartment charleston rental sc | contacts

(06/17/07) ebay motor powersports - shit-happens 485114 This site contains relevant information about ebay motor powersports.

(06/17/07) escort male - shit-happens 485114 home | escort male | contacts

(06/17/07) love sir - shit-happens 485114 Information source about love sir.

(06/18/07) bang mia - shit-happens 485114 Value source for bang mia.

(06/18/07) fallon nv real estate - shit-happens 485114 Approved articles about fallon nv real estate.

(06/18/07) cross tattoo tribal - shit-happens 485114 Description of cross tattoo tribal.

(06/19/07) columbus crew - shit-happens 485114 Very actual information about columbus crew.

(06/19/07) xanthan gum - shit-happens 485114 Fresh news on xanthan gum.

(06/19/07) topless girl - shit-happens 485114 Very actual information about topless girl.

(06/19/07) grind soundtrack - shit-happens 485114 -->grind soundtrack

(06/19/07) forum indiana trucking - shit-happens 485114 Advantages of forum indiana trucking.

(06/20/07) bible outline - shit-happens 485114 bible outline author

(06/20/07) lyric wonderwall - shit-happens 485114 Fresh information about lyric wonderwall.

(06/21/07) self pic - shit-happens 485114 Pros and cons of self pic.

(06/21/07) golden retrievers - shit-happens 485114 Variants of golden retrievers.

(06/21/07) animal alphabet - shit-happens 485114 Very actual information about animal alphabet.

(06/21/07) coupon foot locker - shit-happens 485114 Modern view of coupon foot locker.

(06/24/07) f 22 - shit-happens 485114 f 22 intro

(06/24/07) daily news record - shit-happens 485114 Popular authors of daily news record articles

(06/25/07) hearse for sale - shit-happens 485114 Features of hearse for sale.

(06/25/07) atlanta mls - shit-happens 485114 Value source for atlanta mls.

(06/26/07) penelope cruz - shit-happens 485114 Popular authors of penelope cruz articles

(06/26/07) stick hole - shit-happens 485114 Latest stick hole news

(06/26/07) sushi restaurant - shit-happens 485114 Good information about sushi restaurant.

(06/26/07) dont hip lie shakira - shit-happens 485114 Aggregator of dont hip lie shakira sites

(06/27/07) el gran combo - shit-happens 485114 News about el gran combo.

(06/27/07) dui attorney maryland - shit-happens 485114 Title of dui attorney maryland

(10/07/07) Ephedrine hcl. - Ephedrine. Ephedrine products. Ephedrine weight loss products.