The first round of pundit discussion was how she side-stepped the music industry’s traditional marketing engines and self-released her 14 new songs and 17 new videos. No media tours or pre-emptive marketing work ie: Entertainment Tonight exclusive premiere. No artist in the music industry has ever released an entire album in this manner. Did it work? 828,773 downloads in one week, a new record for iTunes sales.
To repeat, there was no pre-emptive outreach. What she did use was the online simultaneous channels of social media and… a press release.
Why was a tried-and-true press release in her communications mosaic?
PR Newswire’s Shannon Ramlochan explains:
“Journalists and fans alike could not rely on speculation from the internet as a credible source. However, the press release was able to definitively answer burning questions such as why Beyoncé chose a groundbreaking visual approach to her album and explains how her team was able to accomplish such an extraordinary feat in the public eye.”
To repeat, Beyonce’ did not tell any media that she was releasing an album. There was no selective disclosure (now you see where this is going…) She timed her 1.) “new school” communications of social media along with her 2.) brand (corporate) website and 3.) with an “old school” press release. The press release both cemented the material facts and made sure all news channels were reached simultaneously. (boy, that sounds familiar) Obviously, she was not concerned about RegFD: she did require simultaneous fair disclose as the album’s ninja-like “Ta-da” launch – an essential element of the album’s release. It was an earnings surprise that exceed analysts expectations.
I don’t need to convince Investor Relations on the value of a press release:
- Broad, non-exclusive distribution
- Verified, time-stamped content
- Uneditable, undelete-able disclosure
What Beyonce demonstrated is an excellent use of the stakeholders communications mosaic and the importance of a balanced strategy even if you’re a megacap Fly Girl.
What can IR do?
Reverse her model. Ease social media SAFELY into your mosaic. Bring a full-channel communications balance to your newsflow. Click here to download the whitepaper titled “How-to Automatically and Hands-free Send News Over Social Media.” This whitepaper has a tactical map that mitigates RegFD risk for Twitter and StockTwits.
Oh. Take a wild guess which newswire gave Beyonce’ the bootylious new reach she needed to break the new sales record?
Have a great day.