Beyond PR

Jan 03, 2014

Content We Love: Showcasing News for All Audiences

ContentWeLoveIn the run up to the 2014 iteration of the International Consumer Electronics Show (CES), exhibitors have been clamoring for media attention, furiously booking interviews with media, scheduling press conferences and satellite media tours, prepping visual communications assets and priming their social media presences — and for good reason.   CES is a monster show that generates a massive amount of news coverage and social buzz.


As I was scanning the burgeoning feed of press releases the show has already generated, one from LG grabbed my attention – an not solely because it was about a 77-inch OLED television. (Please, don’t tell my husband about the existence of this thing!)  

LG To Showcase OLED TV Lineup at CES 2014

No doubt, the TV looks cool.  Scratch that, it looks amazing.  I found myself reading the whole press release, clicking on the pictures, and then Googling prices (let’s just say, it’s still in the “if you have to ask, you probably can’t afford it” range for most people.)  But as I said, it looks pretty amazing. 

However, this edition of Content We Love isn’t about a stunning TV picture.  It’s about the fact that LG have elected to engage the audience who won’t be at CES this year.  The folks who will be at the show probably won’t be able to miss the LG booth.  The monster OLED TV will undoubtedly be front and center in the display, drawing in booth traffic like moths to a flame.

But for the majority of us who won’t be at CES, LG have done something pretty interesting.  They have used a big industry event to drive attention to their products, prior to the launch.   A few years ago, LG may have elected to keep the unveiling of their new OLED TV range under tight wraps, in order to make a splash at the show.

But today’s information environment is different.  Social buzz can help garner media attention. Both media attention and social interaction send potent signals to search engines, and can increase brand visibility.  Messages and campaigns simply do not exist in isolation anymore.

In the days before next week’s big event, LG can provide important runway for the debut of their new TVs by starting to build social buzz and media awareness right now.  And one way they’re seeding that interest is by sending a news release, loaded product details and handsome images, out to the media and the broader public in advance of the event.  With this LG release, we see evidence of a truly integrated communications strategy.

Kudos to the LG team on a well planned – and executed – communications strategy.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the recently-published ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

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