Millions of viewers watched Facebook founder Mark Zuckerberg announce his $100 Million gift to the Newark, N.J. school system on The Oprah Winfrey Show. Facing the release of the movie "The Social Network," which takes some shots at Zuckerberg's preferred image of himself, Zuckerberg and his public relations advisors tapped the most traditional of media outlets: a broadcast, network TV show with leading ratings. The Facebook team developed a media winning story that captured praise and accolades from one of the most credible of television personalities. What a winning strategy. A homerun in the PR business.
But am I the only one who sees the irony of the icon of social networking taking his story to Oprah and using network television to broadcast his message? Don't get me wrong, social media is the way to go, just review any of the major public relations websites. They will quickly inform you that the way to go is hire them to help you capitalize on social networking to deliver your messages to the awaiting mass audience. But why did Zuckerberg choose Oprah? Because when his own reputation, his own business, and his own ego needed protection and rebranding-- he went to Oprah because traditional media still delivers. Don't believe it doesn't. And don't be sold on the notion that traditional media is dead as a door nail.
Yes, the media landscape is undergoing a paradigm shift. Software is changing everything rapidly for the better. But a respected host of a major television show is what the billionaire wunderkind went after when he felt they were after him. He chose broadcast television and the most traditional of public relations tactics-- a major gift to the less fortunate-- to boost and protect his public image. And the campaign was an outstanding success. As a PR man I have to ask, how could anyone challenge Zuckerberg's instincts for public relations?
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