Social media is lighting up with people competing to complain about the Hobsons Pledge wrap-around of a NZ Herald issue this week.
It’s clear the wrap-around did its job of attracting attention and provoking discussion. Those most against it have probably most helped spread its message.
Circumstances have clearly changed for media: only a few years ago the Herald refused our attempt to place a public policy advert on grounds that it was, despite being factually correct, “political”. Money changes everything, but without it mainstream media is not a place for contest of widely varying ideas.
Circumstances have also changed for those trying to get a message out via marketing. Studies of eye-tracking have found 82% of people have trained themselves to ignore online banner ads. Some people declare digital marketing dead.
One response has been bigger physical efforts to catch attention, along with more provocative messages.
Outlandish and in-your-face stunts have always been options for PR, but subtle messages and conversations to shift opinions and values have always been its greatest value. In a world of shouting, they matter even more.
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