Will we ghostwriters be penning fewer opinion-editorials (op-eds) for brandname media like THE WALL STREET JOURNAL? Instead we could be putting together scripts for online videos in which the speaker argues a point and a social-media expert helps those go viral on YouTube. Sure seems like that's the direction advocacy is moving in.
Today in THE NEW YORK TIMES, Frank Bruni published the piece titled "Who Needs Reporters?" He explains how instead of giving press conferences or an exclusive to a member of the media, Michele Bachmann and Anthony Weiner said what they had to say via online video. Of course, one channel of distribution was YouTube. Hillary Clinton used the same public relations tactic when she endorsed same-sex marriage - late in the game.
With this direct outreach through online video, influentials would no longer be at the mercy of editors. If they are clever about both how they frame their message and how they distribute it digitally, they become their very own THE WALL STREET JOURNAL, Inc. That means that we ghostwriters have to beef up our scripting credentials. Then we have to let the influentials know we know how to have their message resonate on the web and mobile.
It's a new day in executive communications.