These days we most often hear the word “gatekeepers” in the context of their disappearance. I’m sure you’ve read and heard comments like, “Thanks to the Internet, people have access to free-flowing information without gatekeepers getting in the way. . .” It’s hard to argue with that sentiment, especially when social media is helping to reshape authoritarian societies (and even our own democracy) on a daily basis.
But from a marketer’s perspective, the death of the gatekeeper has been greatly exaggerated. In fact, there are more gatekeepers now than ever before.
I dusted off one of my PR textbooks from college, which described gatekeepers this way:
“The gatekeepers examine the information that comes to their attention and use only that which they select. If it is really news, it may be used. If the gatekeeper doesn’t think it will interest his or her audience, it won’t be used.”
Did you get that? By this description, we are ALL gatekeepers. Your Facebook friends, Twitter followers and blog readers are an audience, and marketers want to reach them. That makes you a gatekeeper. If an organization or a company can provide you with something that you think will interest your audience, you just might share it.
That’s why content is so important. If the gatekeeper doesn’t think your video, contest, poll, or blog post will interest the audience, it never sees the light of day. But if your content interests one gatekeeper then it just might interest another gatekeeper, and soon the power of viral marketing carries your brand further than you ever imagined.
So the Internet may have promised to be a giant slayer, but in fact it turns out that every time a gatekeeper is removed, hundreds more crop up in his or her place. It may sound daunting, like Hercules fighting the Hydra. But for savvy marketers who understand what their audience wants, it’s a battle easily won.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.