The Tipping Point

Malcolm Gladwell's The Tipping Point provides historical examples of how the smallest of changes can shatter an epidemic's equilibrium. The book proves that there is more than one way to "tip" an epidemic by discussing three laws and three types of people in society. The Law of the Few says that one rare and exceptional person can find out about a trend and spread the word through energetic and enthusiastic social connections. Within this Law of the Few, there are three types of people: connectors, mavens, and salesmen. The Stickiness Factor says that there are specific ways to make a message memorable, and that simple changes in presentation and information structure can make a big difference. The Power of Context simply states that people are a lot more sensitive to their environment than they may seem.

So how does this relate to my PR Journey? In the field of public relations, knowing how little things can make a big difference is vital. If you are promoting a new product or planning an event, knowing how to "tip" your campaign can change the outcome from ordinary to extraordinary. One little thing may make the difference in the amount of products you sell, the number of people who attend your event, or the number of people who choose your company over the competition. In reading this book, a PR professional can apply the three rules mentioned above as well as find their "type," learning to play off their strengths and weakness, and even team up with others of different types.

In reading The Tipping Point, I realized that I am Connector, an intensely social person who knows not only a LOT of people, but lots of DIFFERENT people. I, as the book says, occupy many different worlds, meaning I have a diverse group of friends and acquaintances. Growing up in the hospitality industry, I learned early that I had an interest in people...young, old, rich, poor, red, yellow, black, white...anyone and everyone. I wanted to meet people and learn things; I was and still am fascinated by new cultures and ideas. My grandparents used to joke that I never met a stranger, and in the rare event that I did, they didn't stay a stranger for long. The key to being a Connector in my opinion, is having the ability to bond with anyone. In my job with the GCSU Phonathon, I call complete strangers and talk with them on the phone. We talk about college, the weather, their grandkids, life in 1957, chicken biscuits, whatever, and by the end of the conversation these people feel as though we have known each other all our lives. The ability to connect is really as simple as finding common ground and building a relationship. Also, in today's world, things like Facebook, Twitter, LinkedIn, and blogging have made it so easy to get connected and stay connected. Its easy to check up on old friends by glancing at status updates or checking their latest blog entry. And who knows where maintaining these connections will take you. In my life, I have made connections with people everywhere I have traveled; I believe the more people you know, the better off you are. The world is as small as you make it, and you should never underestimate the power of "knowing someone who knows someone who knows someone." The hands you shake today may no doubt be the ones opening doors for you down the road.

My last thought when reading The Tipping Point was: How can I use what I learned to help "tip" our Relay for Life Kickoff. My answer to this comes from both the Law of the Few and the Stickiness Factor. As part of the media team, my job is to write a press release to promote the kickoff. With the Law of the Few, its as simple as just getting the word out...letting people know about the event: the simple who, what, when, where, why's. Getting the word out to local radio stations, newspapers, and community leaders will help spread the word, and by simple word-of-mouth publicity, help make the event a success. With the Stickiness Factor, its all about making the message memorable. This will be done through creative and enticing writing in the press release: a lead that will grab the reader's attention, and a well written story that will stick in readers minds long after they have finished their morning paper and put down their cup of joe.