Some say P.R. will overtake advertising in the new digital world.  I wouldn’t bet on it.  But, new projects from Ben & Jerry’s and Pull-Ups, of all companies, offer a tantalizing glimpse into where the p.r. industry is headed.

This weekend, I was watching C-Span (yes, my weekends are THAT exciting), listening to social media guru Jeff Jarvis of buzzmachine.com talk with the Communications Director of Google about the future of new media.  During his talk, he said that previously, p.r. filled in the holes in a marketing plan that weren’t addressed by advertising.  In the new world, it is advertising that will fill in the holes p.r. can’t address.

I’ll lace together two threads from his conversation to illustrate this point…First, he hypothesized about how great it would be if American automakers became completely interactive with their customers.  He outlined a website that would allow customers to completely customize their cars…adding in i-pod dockers, picking out the type of seat, choosing engine upgrades, special colors, until the entire car was completely customized to you.  He also recommended making consumers complete partners in the product development process for new models, which are currently veiled in secrecy.  His second point:  In a world such as this, the company is so interactive with its consumers, sharing a complete 360 degree model p.r. relationship, that the need for advertising is lessened.  Advertising is used only to create awareness that can’t be achieved online…to introduce something new, to create a new buzz.

I think his statement is a little strong.  Did DVDs kill the movie industry?  No, but it forced the movie industry to make their movies into destination viewing.  I think the move into new media will be a lot like that.  Now is a great time to be in p.r., because we are uniquely positioned to help our clients create these new relationships online.  It will take our industry to places we never even dreamed possible.  While I do believe advertising will continue to be important, it will be used more judiciously, and not for every single message a company needs to get out.  The revolution is well underway.

Here’s a couple of companies that are taking consumer interactivity seriously, and reaping huge benefits:

Pullups Potty Project

Nobody wants to talk about poo.  But if you’ve ever had a potty training toddler, let’s face it, you’re knee deep in it.  You’ll spend endless hours talking with other parents about how to get your kids out of this developmental quagmire.  It’s a moment in time when you will do darn near anything to be successful.  Thankfully, the folks from pullups are there to help. Not only do they have a rockin’ website where you can read all kinds of blogs and get very helpful coupons, but they’ve just launched the “potty project” .  They identifed several different potty training “styles” that children have, and have hired families who represent that style.  They are doing video diaries, blogging about their experiences, and answering other questions from parents. As someone who had to try about 40 different strategies before I found one that worked with my kids, talking to parents of a kid acting just like yours would help a lot.  It’s really hit a chord with parents…to the tune of 2 million unique visits so far.  Considering that there are only 8 million parents in the US who are potty training their kids at any one time, that is an absolutely staggering response.  And just think about the mortification potential for embarrassing these potty project stars in a few years, when they bring home their first date.

Ben & Jerry’s “Do the World a Flavor”

Ben & Jerry’s is having a contest asking fans to combine ingredients on their website, creating their own flavor, which they can name.  If they win, the winning flavor will be sold internationally, and also in Ben & Jerry’s by the scoop stores.  I think this is a brilliant idea.  But their prizes need a little help. Runners up get coupons (weeeee!), and the grand prize winner gets a trip for ONE to a chocolate farm in the Dominican Republic (somebody…call Samantha Brown!)  And just think of the bragging rights you will get when your flavor idea and name is sold, and Ben & Jerry’s makes all that money off it.  Guys, could you not at least let the winner pick a charity of their choice that would get some benefit?  Still, you’ve got to give Ben & Jerry’s a big shout out for being one of the most innovative food companies out there. Check it out at Do the World a Flavor.

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