We all know that there is a whole world, dark and dotted with obstacles, separating the needs of journalists who want to inform their readers and the ideas of communication professionals, scribbled on their little papers.
There is a solution that allows experts to develop points of view and comment on topics that may be of interest to journalists. This approach is called the Strategic Narrative.
To sum up the Strategic Narrative in a few words: it allows you to create content in line with the interests and expectations of the press in a smart way. It also allows you to have ready-made points of view. Be careful, there is no question of manipulating information or inventing concepts, on the contrary. It's about observing phenomena, pointing them out, and giving one's expert point of view.
American brands, such as Netflix, are trying very well in this exercise. Recently, they waved on the phenomenon of Binge Watching (#bingewatching). Louis Haushalter, a journalist at Europe1.fr, translates this term as Beuverie de séries (drunk of series).
Netflix, by this technique, was able to highlight all its know-how and expertise in the field of television viewing. In concrete terms, they have identified this trend of television consumption. They created content in which they supported their knowledge and expertise. Then, they communicated this content to all journalists who have dealt with this subject or would be likely to talk about it. In summary, Netflix has not communicated about a new product, a partnership or any other promotional information, but they surfed on a trend identified to comment and shine their expertise. Add to that, a pinch of computer graphics and a dedicated website to illustrate schematics and its point of view, you will have the recipe for an excellent Strategic Narrative.
The design of the Strategic Narrative is based on the same approach as a thesis. The reflection is built on arguments observed in several contexts: historical, cultural, philosophical, societal, political or any other field that you describe as relevant. Take the example of "Loyalty Programs". We could observe the behavior of consumers today, and thus compare the phenomenon with the history of loyalty at large, its evolution for a century, loyalty in sport, politics, etc. One can even be surprised to find new loyalty codes, in today's stars like Lady Gaga or Justin Bieber.
Follow the Blue Rabbit
We wanted to offer a communication window, for companies that do not have products to announce each month and those who want to communicate beyond their product. Speak as an expert. Help these companies bring out the best in their thinking. We believe that Follow the Blue Rabbit opens the way for the future of press relations.