This is my TEDx PR talk from 2016.
Since public relations is such a potent tool, I wanted to share my most powerful recipe for PR success with the TEDx audience. I wanted to discuss identifying a Stupid Majority to ensure your community’s engagement. 1Regarding stupid majorities, Mark Twain supposedly said it best: “Whenever you find yourself on the side of the majority, it’s time to pause and reflect.”
I also talk about eggs and bacon for breakfast—and why rock stars sometimes get naked.
Here we go:
My TEDx PR Talk
The Stupid Majority
From what conversion theory tells us, minorities tend to hold their opinions more firmly. This is reasonable since going against the majority comes at a higher social cost. 2Silfwer, J. (2017, June 13). Conversion Theory — Disproportionate Minority Influence. Doctor Spin | The PR Blog. https://doctorspin.net/conversion-theory/
But some minorities have an additional advantage:
Smart Minority = a minority of today that will grow into a new majority of tomorrow.
In contrast, some majorities have an additional disadvantage:
Stupid Majority = a majority of today that will steadily decline into a minority of tomorrow.
Examples of Stupid Majorities
Stupid Majorities are to be found everywhere:
“Riding a skateboard isn’t a real sport!”
(Stupid Majority vs Red Bull)
“Computing is about bits and bytes, not design!”
(Stupid Majority vs Apple)
“Websites and apps can’t produce movies and television shows!”
(Stupid Majority vs Netflix)
“Electric cars can’t compete with gas cars!”
(Stupid Majority vs Tesla Motors)
“Hotels must have hotel rooms!”
(Stupid Majority vs AirBnB)
“Taxi companies must have taxis!”
(Stupid Majority vs Uber)
“Media companies must produce media!”
(Stupid Majority vs Facebook)
Identifying a Stupid Majority (and siding with a Smart Minority) will clarify your core message and attract highly engaged minority supporters.
Since time’s by your side (the Stupid Majority will be gone no matter what), targeting a Stupid Majority might become your career’s most influential PR strategy.
Read also: The Stupid Majority PR Strategy: How Underdogs Dominate
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More About My TEDx PR Talk
I gave my TEDx PR talk at TEDxÖstersund:
“How do you scale social relationships in business? Online spin doctor and PR expert Jerry Silfwer explains why relationships are vital for growing your business and why brands must target a stupid majority to attract the active support of a smart minority.
Working out of New York and Stockholm, Jerry has helped numerous world-renowned brands and startups activate their fans online. […] In his talk, Jerry will reveal why we must stop obsessing over big reach numbers in marketing and PR and instead uncover the power of small numbers.”
Thank you so much for putting it together for all you dedicated professionals who helped organise this event. I enjoyed the experience immensely (and it goes onto my Epic Year list, for sure), and I feel proud to have been invited to speak.
Also, many thanks go to the fine folks at Mid Sweden University who appointed me Alumni of the Month in September 2016.
More personal milestones? Here we go:
Thanks for reading. Please consider sharing my public relations blog with other communication and marketing professionals. If you have questions (or want to retain my PR services), please contact me at jerry@spinfactory.com.
PR Resource: Conversion Theory
Spin Academy | Online PR Courses
The Conversion Theory: The Powerful Minority
The disproportional power of minorities is known as the conversion theory. 3Conversion theory of minority influence. (2021, February 12). In Wikipedia. https://en.wikipedia.org/wiki/Conversion_theory_of_minority_influence
How does it work?
The social cost of holding a different view than the majority is high. This increased cost explains why minorities often hold their opinions more firmly. It takes determination to go against the norm. 4Moscovici, S. (1980). Toward a theory of conversion behaviour. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 13, 209 – 239. New York: Academic Press
In contrast, many majority members don’t hold their opinions so firmly. They might belong to the majority for no other reason than that everyone else seems to be. 5Chryssochoou, X. and Volpato, C. (2004). Social Influence and the Power of Minorities: An Analysis of the Communist Manifesto, Social Justice Research, 17, 4, 357 – 388
“In groups, the minority can have a disproportionate effect, converting many ‘majority’ members to their own cause. This is because many majority group members are not strong believers in its cause. They may be simply going along because it seems easier or that there is no real alternative. They may also have become disillusioned with the group purpose, process, or leadership and are seeking a viable alternative.”
Source: Changingminds.org 6Conversion Theory. (2023). Changingminds.org. https://changingminds.org/explanations/theories/conversion_theory.htm
According to conversion theory, while majorities often claim normative social influence, minorities strive for ethical high ground.
Given the power of normative social influence, minorities must stick together in tight-knit in-groups that can verbalise the same message repeatedly.
Learn more: Conversion Theory: The Disproportionate Influence of Minorities
💡 Subscribe and get a free ebook on how to get better PR ideas.
PR Resource: Diffusion of Innovations
Spin Academy | Online PR Courses
Diffusion of Innovations
The Diffusion of Innovations theory, proposed by Everett Rogers in 1962, remains a framework for understanding how new ideas, technologies, products, or practices spread through societies over time. 7Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press.
The theory outlines the process by which innovations are adopted by individuals and groups, emphasising the role of communication channels, social networks, and the characteristics of the innovation itself.
By examining real-life examples, we can better comprehend the principles of this theory and its applications in various fields:
The Diffusion of Innovations theory offers insights into how new ideas and technologies influence societies. Understanding these dynamics can inform public relations strategies across diverse contexts.
“Diffusion research has helped understand new product adoption and diffusion, with network analysis and field experiments being promising tools in understanding the consumption of new products.”
Source: Journal of Consumer Research 8Rogers, E. (1976). New Product Adoption and Diffusion. Journal of Consumer Research, 2, 290 – 301. https://doi.org/10.1086/208642
Learn more: Diffusion of Innovations
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ANNOTATIONS
1 | Regarding stupid majorities, Mark Twain supposedly said it best: “Whenever you find yourself on the side of the majority, it’s time to pause and reflect.” |
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2 | Silfwer, J. (2017, June 13). Conversion Theory — Disproportionate Minority Influence. Doctor Spin | The PR Blog. https://doctorspin.net/conversion-theory/ |
3 | Conversion theory of minority influence. (2021, February 12). In Wikipedia. https://en.wikipedia.org/wiki/Conversion_theory_of_minority_influence |
4 | Moscovici, S. (1980). Toward a theory of conversion behaviour. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, 13, 209 – 239. New York: Academic Press |
5 | Chryssochoou, X. and Volpato, C. (2004). Social Influence and the Power of Minorities: An Analysis of the Communist Manifesto, Social Justice Research, 17, 4, 357 – 388 |
6 | Conversion Theory. (2023). Changingminds.org. https://changingminds.org/explanations/theories/conversion_theory.htm |
7 | Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press. |
8 | Rogers, E. (1976). New Product Adoption and Diffusion. Journal of Consumer Research, 2, 290 – 301. https://doi.org/10.1086/208642 |