In 1997, when we started Backbone we debated to call it Backbone Media or Backbone PR. As there were only two of us and it was deadlocked we turned to mediation. For mediation we used two systems, one was the 8 Ball which we used more as a new business prognosticator. For yes/no questions we relied on the tried and true system of justice: rock, scissors, paper.
I threw scissors and won and we became Backbone Media.
Scroll forward to today and it proves that sometimes it is better to be lucky than good. The late ’90’s saw the rise of PR and now we all live in a paid/earned/owned impression format that melds social, media planning and buying and new school PR.
As barriers have broken down, connectivity has grown. This is best evidenced by the blurring of traditional media (pure editorial) and the dark side (PR) and the fact that many big brands are media companies on their own right. Witness, JLD recently writing a piece in Backcountry magazine, Jonathan Georger sitting on a social panel for Aspen Chamber Resort Association and Nate Simmons being on Outside TV, not once but twice recently.
As Backbone’s services continue to expand there is no longer clear delineation between marketing channels. Integration and (for lack of a better word) leverage of all things marketing is the new norm. The mix now requires more quantifiable market research, app development, digital buys/optimization and of course PR.
Which is why if someone thinks you will throw rock you throw scissors.
