Week 3

This week, we’re continuing with “The Tipping Point” by Malcom Gladwell. The author attempts to identify how and why certain trends, ideas, etc.  are sparked and then spread. An example Gladwell gives in his introduction is how Hushpuppies increased in popularity almost overnight thanks to a few trendsetters.

In chapter 3, Gladwell introduces the concept of “stickiness”. Stickiness is the one special quality that makes the idea or trend stick out in peoples minds. The Power of Context discussed in chapter 4 discusses how if the context isn’t right, then ‘tipping’ won’t occur. The timing, environment, and other factors all need to be correct. Chapter 5 continues the discussion of the Power of Context.

Countering Gladwell is Duncan Watts. In an interview with Fast Company, Watts argues the concept of what Gladwell refers to as “Influentials”. These are the people who hold the most influence in society. According to Gladwell, their views are important and have a great affect on the public. Watts argues that while they are important, they don’t have as much power as Gladwell gives them.

Ultimately, Watts says the best way to market a project is to mass market it, something that Gladwell would probably object to.

Week 2

This week in “The New Rules”, the author talked about the power of blogs. So many people can be exposed to your message in a short period of time. A simple blog post can travel from blog to blog, be commented on, and create a frenzy. So, it can be an important tool for marketers and advertisers.

Week 1

In the first week we discussed how the public relations industry has grown. New, innovative methods have been introduced that allow for quicker and easier access to media and information. Of huge importance is the internet, which can be used to engage the customer as well as allow for 2-sided messages.

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