Recently, I was introduced to an interesting approach to
the “infotainment” trend. Sensationalism was a huge thorn in my side
during my time in Journalism School (second only to the inevitable
demise of the newspaper). However, Infotainment does offer PR
professionals a surprising opportunity to help promote a public health
message. Could Infotainment really have a positive impact on a marketing and communications strategy?
Think about it this way – the best way to market a
product is by getting a celebrity to endorse it, right? So why not make
an important health message the main topic for a popular sitcom or
reality TV show? Find out what shows your target audience is watching
and then put the message front and center where they can’t miss it!
I
found a great example in The Guardian where a local news outlet found a
way to use reality TV to make a real difference. This past summer,
Channel 4 in the United Kingdom hosted a show called World’s Maddest Job
Interview. One of the candidates in the group had a mental health
illness, but the employers did not know who this was. Would they hire
him/her any way? The point was to combat the stigma, “hoping to get a
mass audience engaged in thinking about the nature of mental health
problems.” The show aired on a large number of networks, infiltrating
the market. Mental health charities were happy that the subject was
tackled on primetime television. Although the success of the show was
controversial for some, this form of infotainment provided education and
better understanding among viewers.
Infotainment is a
double-edged sword. It’s fun, happy, and often “sexy” in the sense that
it amuses the viewer – taking him/her away from the problems of the real
world. On the downside, this can make current events and hard news
stories seem depressing and dead beat in comparison. That being said,
more and more we are seeing challenging health issues like obesity, drug
addiction, and depression making their way into mainstream media via
reality TV. It is important that we provide education to viewers, if
these issues are going to receive such an emphasis on TV and that’s
where we come in. As PR professionals, we can offer the health
messaging, health care experts, and important background info that the
show might lack. That way, we educate the viewers and increase
visibility for our health org. Might make for a non-conventional pitch,
but why not give it a try!
This
article is the part of a series of posts that I will make throughout my
graduate studies in Marketing and Communications. With a focus on both
healthcare and interactive marketing, I hope to gain a better
understanding for effective health messaging--which I think plays a key
role in a happy, healthy society. Please leave your comments or write to
me: camorous@gmail.com.
Sources:
http://www.nationalreview.com/articles/228381/dawn-new-era-infotainment/jonah-goldberg
http://www.advantech.com.tw/promotion/edm/medical/download/Advantech_Medical_Case_Study_May09.pdf
http://www.guardian.co.uk/tv-and-radio/2012/jul/16/4-goes-mad-mental-illness
