Technology has now made its way into every aspect of our lives. Social media, digital marketing, email, and websites have been the primary conduits for news and entertainment. We now have access to information at unimaginable speeds and with all the ease and convenience of our cell phones.
What these trends have done is created a more transparent and transparent culture. We see the trends and think, “Well, that’s great! I think technology is great!” But the problem is, the technologies that we rely on have become more and more opaque. We can no longer trust the news, entertainment, and media industry to tell us the facts.
I think its the same way with PR. We have these endless barrage of news, images, and press releases about some “new” product or service that has yet to be proven in reality. Its often hard to say what is real and what is not.
The problem is that most of what we see in the media is just hype. We know that the new Apple TV is great, but we know that the real thing isnt up yet. The news media usually tries to be transparent about what its reporting on, but often times its just hype. And as much as I love tech, I just dont want to get too attached to the new shiny gadget.
Media hype is an easy way to get people to believe something that may not actually be true. You can even get a little bit of that with some media hype from the government, such as the recent US Securities and Exchange Commission (SEC) filing that said that the Dow Jones ended up crashing when Apple did. Yet, the reality is far different. The Dow Jones was just fine during the 2008 financial crisis.
The Dow Jones index fell more than 4% in July as the tech bubble burst and stocks took a nosedive. But the real story is that the public relations department at the Securities and Exchange Commission (they may be called the SEC now) have been using technology to hype the stock market for almost a year now, so they were aware that they were doing something wrong. Just because they were wrong doesn’t mean that their own decision was wrong or that they were irresponsible.
I think they were wrong, but it’s not clear that their decision was wrong in the sense of “you should have seen this coming from the beginning” (as that would be obvious). The fact that they didnt know what they were doing is evidence that they should have known.
It is very easy to get caught up in the hype of the market. If you are not careful, you will end up in a world where you are a very important person because of your expertise. Thats why you should always be on your toes. And your next move can be as important as your first move.
Many people have the tendency to forget that there is always an opportunity cost to every decision they take. At some point in your career, you might realize that you don’t have the same level of expertise or training that you had before. You may realize that you did not even realize that you were doing something wrong. But you can only learn from your mistakes. This is why it is important to learn from your mistakes and how they affect the rest of the world.
On Monday during the first of three days of the International Advertising Association’s Annual Conference in New York, some of the world’s leading ad agencies, agencies from around the world, and even some of the world’s top advertisers showed off new initiatives in their respective fields. Among the biggest changes were a new way of measuring ad effectiveness.