Riya-Rogue PR Plan versus Bernay’s P&G Ivory Soap Campaigns

It is great to see strong public relations efforts working.  One recent PR victory was executed on behalf of Riya (http://www.riya.com/) by Tara ‘Miss Rogue’ Hunt.  Riya is a web based application similar to flickr.com which also allows people to tag their photo sets by names (John, Shelly, Nse, etc) through facial recognition software.

The public face of this PR campaign, which I am choosing to call the “Riya-Rogue PR Plan”, is being executed by Tara Hunt through primarily blogging relations based out of http://www.horsepigcow.com.  Here is a snippet from a recent post noting the success of the marketing plan in the form of major technology media placement.

11/12/2005

The Marketing Plan is to Blog

K…so it’s a little more complex than that…and there is always a method to my madness…and I’m all, like, ‘trust me, I know what I’m doing. It may not seem apparent, but work with me here.’

…but holy crap…

I’m a little blown over that it is actually working so well. Long live the citizen journalist!

Wired
Slashdot
PC Magazine

Being a student of public relations I thought it would be interesting to look for a similarly executed promotion of another product or service in ancient PR history.  Given I have been rereading SPIN about Edward Bernays those are the freshest ones in memory.  I considered contrasting Miss Rogue’s efforts to Bernay’s Light Golden Jubilee (http://www.thehenryford.org/exhibits/pic/2004/october.asp), but ruled that out as it was an anniversary celebration of a major invention, involved the post office running a stamp, and well a bunch of other stuff was different.

Then I looked at comparing it to Bernay’s promotion for Mack Trucks (http://www.prmuseum.com/bernays/bernays_video_macktruck.html) and again there was no match given the Mack Truck promotion started with public speaking by the President of the company and letters written to congress.  Not much similarity there beyond the “taking it to the people” aspect of engaging citizens.  And Bernays hid in the background which is definitely not the case with Riya-Rogue.

I settled on comparing the Riya-Rogue PR plan to Bernay’s efforts for P&G with Ivory Soap.  http://www.prmuseum.com/bernays/bernays_1923.html

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