Your PR Campaign is Too Short

Your PR cam­paign is prob­ably too short.

Many organ­isa­tions under­es­tim­ate how long it takes for cor­por­ate mes­saging to propag­ate through a population.

Information has many oppor­tun­it­ies to spread fast and wide through­out online social net­works, but the revolu­tion of algorithms has less to do with speed and breadth than many of us think.

Here we go:

The Glory Days of Mass Media

As mass media estab­lished dom­in­ance in the lat­ter half of the 20^th cen­tury, edit­or­i­al pub­lish­ing was always a weak busi­ness mod­el. To mit­ig­ate this weak­ness, the mass media had to rely on vari­ous forms of advert­ising to enable their edit­or­i­al efforts.

There’s an inher­ent com­plex­ity to this rela­tion­ship. The mass media audi­ence wasn’t keen on pay­ing enough money for edit­or­i­al con­tent. Instead, they paid with anoth­er valu­able form of com­pens­a­tion — their attention.

Of course, edit­or­i­al out­lets had to trans­form the immense value of mass atten­tion some­how. And there was no short­age of spe­cial interests ready to pay for a slice of all that attention:

So, the audi­ence pays for con­tent with their atten­tion, advert­isers pay for atten­tion with their money, and the edit­or­i­al out­let pays their staff with ad revenue.

In its not-so-mod­est Madison Avenue begin­nings, advert­ising had con­sid­er­able strengths as a busi­ness mod­el. Given the nature of mass media, huge audi­ences could be reached at any one time. It’s also reas­on­able to argue that tra­di­tion­al advert­ising had more prom­in­ent effects on the audi­ence back then.

It was a great time to advert­ise.
And PR was allowed to piggyback.

But noth­ing lasts forever.

The Advent of Network Propagation

Now, most of us have some sense of how events unfol­ded. With the advent of the digit­al era, our media land­scape under­went a fun­da­ment­al trans­form­a­tion. Anyone stuck in tra­di­tion­al busi­ness mod­els depend­ent on mass media is still strug­gling to find the right way to nego­ti­ate our many new online realities.

In this art­icle, I’d like to dir­ect your atten­tion to such a spe­cif­ic change — net­work propagation.

The basic com­mu­nic­a­tion mod­el describes a) the sender, b) the sig­nal, c) the medi­um, and d) the receiv­er. The idea of a con­sid­er­able time dis­place­ment between when the sig­nal is sent and received is not nov­el; many books are read even mil­len­nia after they were first cre­ated. But this dis­place­ment has rarely been a con­sid­er­able consideration.

For a long time through­out human his­tory, the time it has taken for sig­nals to propag­ate through­out a pop­u­la­tion has expo­nen­tially decreased due to ever more effi­cient means of medi­ation, from cave paint­ings and word-of-mouth by the camp­fire to glob­al mass media conglomerates.

The Power of Signal Propagation Delay

But this is where it gets com­plic­ated. With the inter­net, sig­nals were able to propag­ate faster than ever before. And any­one, not just mass media con­glom­er­ates, could sud­denly reach glob­al audi­ences at light speeds. But at this point, some­thing had to give.

Our men­tal band­width as humans is remark­able, but not without its lim­its. Also, our brains haven’t exactly evolved in tan­dem with our means of mediation.

Although rarely dis­cussed in such terms, the solu­tion to the prob­lem of lim­ited men­tal band­width and the explo­sion of avail­able sig­nals was noth­ing short of a revolu­tion. Human gate­keep­ers were replaced with algorithms. For whatever reas­on, mass media con­glom­er­ates refused to imple­ment algorithms, leav­ing the play­ing field open to algorithm-driv­en tech giants like Google (now Alphabet) and Facebook (now Meta).

But this is also where the time dis­place­ment between sent and received stopped propagat­ing expo­nen­tially. Instead, sig­nal propaga­tion rever­ted to a time of cave paint­ings and word-of-mouth by the campfire.

In crude terms, gate­keep­ers had the power to sort mes­sages but lacked the tech­no­logy to send sig­nals at points in time determ­ined by receiv­ers indi­vidu­ally. The mar­vel of algorithms is, con­trary to pop­u­lar belief, not their abil­ity to sort sig­nals. Their revolu­tion­ary prowess stems from their abil­ity to delay mes­sages through­out social graphs. ¹Signal propaga­tion delay. (2023, April 13). In Wikipedia. https://​en​.wiki​pe​dia​.org/​w​i​k​i​/​S​i​g​n​a​l​_​p​r​o​p​a​g​a​t​i​o​n​_​d​e​lay

Propagating Faster — and Slower

For a long time, sig­nals were con­tinu­ously spread­ing faster to lar­ger audi­ences. At the algorithmic break, sig­nals have learnt to wait patiently at nodes in a net­work before mov­ing along. Today, sig­nals can some­times move fast, some­times slow — and pass vari­ous socially con­struc­ted fil­ters, allow­ing an often uncanny tar­get­ing precision.

Even the algorithms them­selves have under­gone vari­ous evol­u­tions (such as the silent shift). But their net­worked nature estab­lishes new rules for suc­cess­fully propagat­ing tar­geted signals.

What does the time dis­place­ment of net­work propaga­tion mean for pub­lic rela­tions and mar­ket­ing? Well, for one thing — your cam­paigns are prob­ably too short today.

It’s a non-sequit­ur to say that sig­nals must propag­ate faster or slower today. A more pre­cise way of think­ing of net­work propaga­tion through online social net­works of algorithms is to real­ise that sig­nals are get­ting more effi­cient at tak­ing the time they need to propag­ate.

A Humility Check for Your PR Campaign

For cor­por­ate com­mu­nic­a­tions and mar­ket­ing, this should be a humil­ity check. A press release or an ad might be sig­ni­fic­ant to a spe­cif­ic audi­ence. In a wired world, such sig­nals stand a good chance of reach­ing their recip­i­ents even­tu­ally. How long this takes will be dic­tated by indi­vidu­al needs that might not fit with ambi­tious cor­por­ate timelines.

The out­come is straightforward:

Most PR cam­paigns today are way too short. They’re cre­ated based on the sender­’s needs in a media land­scape where propaga­tion is entirely dic­tated by the recip­i­ents’ needs.

Yes, the inter­net is “fast.” But rela­tion­ships take time to build. It takes time to shift per­cep­tions. Individual audi­ence mem­bers will only pro­cess your cor­por­ate mes­saging if or when they need them. And our brains have lim­ited bandwidths.

Brands must be patient and have the struc­tur­al forti­tude to stay con­sist­ent for their PR mes­saging to propag­ate prop­erly and thor­oughly before jump­ing onto the next PR campaign.

Don’t go for a huge splash tomor­row.
Go for over-the-top rel­ev­ancy day-in and day-out.

PR Resource: The Silent Switch

Algorithms: The Silent Switch

Not that long ago, social media algorithms would deliv­er organ­ic reach accord­ing to a dis­tri­bu­tion that looked like this:

Today, social media algorithms deliv­er organ­ic reach more like this:

It’s the Silent Switch where social net­works have demoted the pub­lish­er­’s author­ity and repu­ta­tion and pro­moted single con­tent per­form­ance instead.

This algorithmic change has likely had pro­found and severe media logic amplifications:

Classic Media Logic Effects

Classic media logic is hypo­thes­ised to influ­ence the news media in the fol­low­ing ways: ²Nord, L., & Strömbäck, J. (2002, January). Tio dagar som skakade världen. En stud­ie av medi­ernas beskrivningar av ter­ror­at­tack­erna mot USA och kri­get i Afghanistan hösten 2001. ResearchGate; … Continue read­ing

Social Media Logic Effects

Our job as PR pro­fes­sion­als is to help organ­isa­tions nav­ig­ate the media land­scape and com­mu­nic­ate more effi­ciently, espe­cially dur­ing times of change.

Learn more: The Silent Switch: How Algorithms Have Changed

PR Resource: The 7 Graphs of Algorithms

Spin Academy | Online PR Courses

Types of Algorithm Graphs

Search engines, social net­works, and online ser­vices typ­ic­ally have a wealth of user data to optim­ise the user experience.

Here are examples of dif­fer­ent types of graphs that social media algorithms use to shape desired behaviours:

• Social graph. The media com­pany can access your friend list and push their con­tent (or favoured con­tent) into your feed.
• Interest graph. The media com­pany can access your interests (top­ics, per­sons of interest, dif­fi­culty level, format pref­er­ences, on-plat­form-spe­cif­ic beha­viours, etc.) from your usage history.
• Predictive graph. The media com­pany can access all graphs from users not con­nec­ted to you but with whom you share a stat­ist­ic­al like­ness and show their pre­ferred con­tent to you.
• Prescriptive graph. The media com­pany can push con­tent into your feed to manip­u­late your over­all emo­tion­al exper­i­ence when using the platform.
• Trend graph. The media com­pany can push con­tent into your feed based on what seems to be trend­ing on the platform.
• Contextual graph. The media com­pany can access con­tex­tu­al data like loc­a­tion, weath­er, cal­en­dar events, affil­i­ations, world events, and loc­al events.
• Commercial graph. The media com­pany can access data on how you and oth­ers like you inter­act with com­mer­cial content.

The dif­fer­ent graphs are typ­ic­ally weighted dif­fer­ently. For instance, some media com­pan­ies allow a fair degree of social graph con­tent, while oth­ers offer almost none. Changes are con­stantly being enforced, and the silent switch might be the most not­able example of a media com­pany shift­ing away from the social graph. ³Silfwer, J. (2021, December 7). The Silent Switch — A Stealthy Death for the Social Graph. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​s​i​l​e​n​t​-​s​w​i​t​ch/

The media com­pany can lever­age these graphs using two main approaches:

• Matching. The media com­pany can use vari­ous graphs to gen­er­ate your social feed. Depending on the com­plex­ity of the ana­lys­is, this approach is slow and expens­ive with react­ive (unpre­dict­able) results.
• Profiling. The media com­pany can use vari­ous graphs to place you in stat­ist­ic­al sub­groups, allow­ing con­tent to iter­ate to the right audi­ence. This approach is fast and cheap with pro­act­ive (pre­dict­able) results.

Today, pro­fil­ing seems to be the dom­in­ant approach amongst media companies.

Learn more: The 7 Graphs of Algorithms: You’re Not Unknown

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PR Resource: The Anatomy of Attention

“There’s only one thing in the world worse than being talked about, and that is not being talked about.”
— Oscar Wilde

Spin Academy | Online PR Courses

The Anatomy of Attention

Attention is an essen­tial com­pon­ent of pub­lic relations:

• An organ­isa­tion, starved of atten­tion, trust, and loy­alty, is com­pelled to wage a per­petu­al struggle for its con­tin­ued existence.

And it’s not just organ­isa­tions. We all seem to crave atten­tion in some form or another:

“People want to be loved; fail­ing that admired; fail­ing that feared; fail­ing that hated and des­pised. They want to evoke some sort of sen­ti­ment. The soul shud­ders before obli­vi­on and seeks con­nec­tion at any price.”
— Hjalmar Söderberg (1869−1941), Swedish author

It’s fear of social isol­a­tion— and atten­tion star­va­tion.

But what con­sti­tutes ‘atten­tion’?

“Attention is a com­plex, real neur­al archi­tec­ture (‘RNA’) mod­el that integ­rates vari­ous cog­nit­ive mod­els and brain cen­ters to per­form tasks like visu­al search.”
Source: Trends in cog­nit­ive sci­ences ⁴Shipp, S. (2004). The brain cir­cuitry of atten­tion. Trends in Cognitive Sciences, 8, 223 – 230. https://​doi​.org/​1​0​.​1​0​1​6​/​j​.​t​i​c​s​.​2​0​0​4​.​0​3​.​004

Each of the below terms refers to a spe­cif­ic aspect or type of atten­tion (“men­tal band­width”), a com­plex cog­nit­ive pro­cess. ⁵Schweizer, K., Moosbrugger, H., & Goldhammer, F. (2005). The struc­ture of the rela­tion­ship between atten­tion and intel­li­gence. Intelligence, 33(6), 589 – 611. … Continue read­ing

Let’s explore dif­fer­ent types of attention:

• Alertness. This is the state of being watch­ful and ready to respond. It’s the most basic form of atten­tion, rep­res­ent­ing our read­i­ness to per­ceive and pro­cess inform­a­tion from the environment.
• Sustained atten­tion. This involves focus­ing on a spe­cif­ic task or stim­u­lus over a pro­longed peri­od. It’s cru­cial for tasks that require ongo­ing con­cen­tra­tion, like read­ing or driving.
• Focused atten­tion. This refers to the abil­ity to con­cen­trate on one par­tic­u­lar stim­u­lus or task while ignor­ing oth­ers. It’s the abil­ity to focus nar­rowly on a single thing.
• Attentional switch­ing. Also known as task switch­ing or cog­nit­ive flex­ib­il­ity, this involves shift­ing focus from one task to anoth­er. It’s crit­ic­al for mul­ti­task­ing and adapt­ing to chan­ging demands or priorities.
• Divided atten­tion. This is the abil­ity to pro­cess two or more responses or react to mul­tiple tasks sim­ul­tan­eously. It’s often tested by ask­ing people to per­form two tasks sim­ul­tan­eously, like listen­ing to a con­ver­sa­tion while writing.
• Attention accord­ing to the super­vis­ory atten­tion­al sys­tem. This concept, derived from cog­nit­ive psy­cho­logy, refers to a high­er-level con­trol sys­tem that reg­u­lates the alloc­a­tion of atten­tion, par­tic­u­larly in situ­ations requir­ing plan­ning or decision-making.
• Attention as inhib­i­tion. This aspect of atten­tion involves sup­press­ing irrel­ev­ant or dis­tract­ing stim­uli. It’s a cru­cial com­pon­ent of focused atten­tion and self-regulation.
• Spatial atten­tion. This type of atten­tion focuses on a spe­cif­ic area with­in the visu­al field. It’s like a spot­light that enhances inform­a­tion pro­cessing in a par­tic­u­lar location.
• Attention as plan­ning. This per­spect­ive views atten­tion as a resource that needs to be alloc­ated effi­ciently, espe­cially in com­plex tasks requir­ing stra­tegic plan­ning and organization.
• Interference. In the con­text of atten­tion, inter­fer­ence refers to the pro­cess by which irrel­ev­ant inform­a­tion or dis­trac­tions impede the effi­ciency of cog­nit­ive processing.
• Attention as arous­al. This con­siders atten­tion in the con­text of the gen­er­al level of alert­ness or arous­al. It’s about the read­i­ness of the brain to engage with stim­uli or tasks.
• Attention accord­ing to the assess­ment tra­di­tion. This refers to meas­ur­ing and eval­u­at­ing atten­tion­al pro­cesses, often in clin­ic­al or edu­ca­tion­al set­tings, to identi­fy atten­tion defi­cits or disorders.

Each type of atten­tion plays a cru­cial role in how we inter­act with and pro­cess inform­a­tion from our envir­on­ment, and under­stand­ing these dif­fer­ent aspects is key in fields like psy­cho­logy, neur­os­cience, and education.

Learn more: The Anatomy of Attention

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