In chapter 3 of Real-Time Marketing and PR, David Meerman
Scott discusses how the laws and truths of communication have changed. Scott
states his book is “an aid to navigation designed to take you into
unmapped territory. It digs into how companies, nonprofits, government agencies,
entrepreneurs, and even jobseekers can reach their goals by getting the first word in every conversation with customers
and clients- responding to what they say as they
say it.” (27). As a public relations professional, it is important to act
in real-time and and keep the tempo natural in order to maintain relationships
with the media and public.
Although the laws and truths of communication have changed, there are still two main “laws” that dictate how news travels
online. The power law turns up again and again in nature and human endeavors,
meaning there is a large spike in data followed by a quick drop off. The
power law can be seen in any shocking news story like 9/11 or the Sandy Hook
shooting. In these cases, it is important to act quickly. If you are unable to
report the story first, react as quickly as possible. It is better to be early
than too late. If you don’t act in real-time, the story can become tired and
boring.
The second law is the Real-Time Law of Normal
Distribution. The law of normal distribution is also found in nature and in
human endeavors but focuses more on the momentum a story builds over time. Once
the story gains interest, it continues to gain momentum until reaching its peak
and then slowly declining again once the story becomes “old news”. An example
of the normal distribution law is Donald Trump running for president. Although
it is a popular topic now, curiosity and interest in the story will fade over time.
Weather you are dealing with the power law or the normal distribution law, it is important to react quickly and in real-time. The power of social media and online news guarantees that people are receiving their news faster than ever. If your company is unable to react in real-time, you will lose credibility in your relationships.
