The Ripple Effect

A common misconception in public relations is that you can get media to cover what the media has already covered.

In other words – that a great placement will be newsworthy in other media.

Yet with the right story you can see a ripple effect. This has happened recently with a few pieces where Backbone partners have seen feature coverage that has spurred more feature coverage.

The first example is with MIPS.

MIPS is a Swedish manufacturer of multi-directional impact systems – a safeguard in helmets that helps mitigate concussions.

A feature in December’s Popular Science written by Tom Foster, titled Helmet Wars, highlighted this technology and the reticence of major sports leagues (NFL, NHL and Lacrosse) to adopt new technologies which may greatly reduce an athletes exposure to brain injuries.

The Pop Sci feature spurred a hasty retort from Sports Illustrated online which in turn spawned a thoughtful response from the bleacher report a leading national sports blog. From there commentary ensued with the end result being MIPS establishment as a central piece in future helmet innovation discussions.

The second example is less product-centric and more causal. In this case it was concurrent media in Outside Magazine Powder Dreams by Gordy Megroz and a feature in SKI magazine written by Chris Solomon titled Utah’s Big Hook Up, both which discussed the controversial Ski Link, a proposed lift expansion by The Canyons resort that would connect the Park City resort with Big Cottonwood canyon.

Proponents of Ski Link call it a transportation solution. Opponents call it a real estate masquerade that hopes to raid well-used recreational public land for the benefit of a private company.

These pieces in turn brought about a Saturday Night Live Point-Counterpoint style op-ed on Outside Online with Black Diamond Inc. CEO Peter Metcalf and Ski Utah’s Nathan Rafferty facing off.

Again, commentary followed and the media ripple effect led to thought, discourse and social interaction.