Different mindsets...???

I was being a PR geek and browsing YouTube for public relations videos when I came across some advice from Duncan Shaw, KCNC-TV executive producer. In his video he talks about how you tailor your client's story for different media, a very well known PR tactic.



However, I could not get my head around the last point he makes. He says that the way in which something is reported in the morning is different to the way in which it is reported at night because audiences are in different mindsets. Mindsets? What does that mean?
Surely you tailor stories for different channels because they have different audiences who want different things from their chosen channel regardless of the time of day. For instance, a news story on BBC1 will surely be reported in the same way at 9am as it will at 10pm, but it will be different to the type of story reported by Channel 4.

Social Media - a necessity or an accessory?

Surely everyone will agree that social media can give a PR campaign an extra push. But as part of an integrated campaign which is largely offline, is that all it can do?

Watershed PR targeted online news sites with their smelly cheese campaign for the Royal Bath & West Show. They managed to secure a considerable amount of published online content, so there is plenty of access to the campaign available online for those interested in the client, which will be archived for the long term and appear in search engines.

However, in terms of updating their client website, using sites such as Twitter and Facebook, blogging, youtube, etc, they did nothing. For a campaign that managed to secure more than 12 stories in national newspapers, feature on BBC and ITV News and get a feature in a national magazine, is it possible that they could have utilised the online space available to further promote a campaign that is evidently interesting and newsworthy?

An important point to keep in mind is that the target audience for this campaign is national. The Royal Bath & West Show is one of the largest agricultural events in the UK and attracts visitors from even further afield.

In terms of time, they only had 3 months. In terms of budget, they only had 5k. Social networking is free and instant. Do you think it would have been worthwhile for Watershed to use social media or would it have just been like an accessory to the campaign that wouldn’t have added any real value?