Most of the time, Retellers are very discerning about what they choose to write about. But what happens when there is disagreement about the validity of a story and you see multiple interpretations on the channel? Take for instance the recent coverage of the Swine Flu or the controversial MMR vaccine and its alleged link to autism.
Some months back there was an article on ZDnet titled: Did the Press Give Your Kids Measles? by Dana Blandkenhorn. The author raises some interesting questions regarding the rising number of parents refusing the standard Measles, Mumps and Rubella (MMR) vaccine, based on the since-discredited research of Andrew Wakefield linking the vaccine to autism.
The explosion of media coverage on the controversial issue of a vaccine (needed to prevent a healthcare crisis) and its link to autism, which seems to be arising at epidemic portions – shows how retellers can influence an entire nation.
In 1998, 91% of two-year-olds were immunized in England and Wales, but by 2004 that had fallen to 80%, far below the 90% rate needed to keep the disease under control. (The Econosmist: Sow the Wind, Dec 10).
But this is not just about Retellers in the media. The news has spread even faster through Retellers like Jenny McCarthy and hundreds of mothers blogging and sharing information on health websites relating to their children’s reaction to the vaccine.
Yes, some people could complain that the “press, Jenny McCarthy, and countless social networks” might give your kids the measles. But, on the flip side they could argue the “press, pediatricians and the CDC gave their kids autism.”
It’s tough one to call. Which Reteller do you believe?
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About the Reteller Channel
Just as products flow through “Reseller” Channels information about them flows through “Reteller Channels.” Ultimately – Retellers are people who influence decisions & buying behavior in the markets you serve. They add value to the story because of the trusted relationship they have built with their audience.
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
If you have a B2B product, your retellers range from members of the media, industry leaders, bloggers, peers and ultimately the chain of people within the organization you are trying to sell to.
If you are selling a B2C product your retellers include members of the media, bloggers, industry leaders – and ultimately social networks.
In order to get the reteller channel to work for you, you need to know:
a) Who the Retellers are
b) How to reach out to them
c) How to craft stories that they’ll want to tell
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About Us
Meghan O'Sullivan is the founder of O'Sullivan Communications, Inc. For nearly two decades she has developed results-driven, cost-effective marketing programs for companies looking to build credibility and name recognition within specialty markets. She subscribes to a fundamental philosophy about marketing - Facts Tell. Stories Sell.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.
Gabe d’Annunzio has over four decades of experience in developing and implementing marketing programs that effectively translate technological innovation into high-value customer benefits. During his career he has worked with a cross section of industries including computer hardware and software, biotechnology, system integrators, telecommunications, medical devices and consumer electronics.