Malcolm Gladwell's The Tipping Point, is full of examples that shows how change can happen quickly and unexpectantly such as the spreading of a virus. It's an epidemic. Gladwell uses the example of a child that comes to school with the measles. Even though it was just one child who had the virus, it quickly spread throughout the whole class, infecting them all. This can be true in the public relations world as well. It only takes one person to be at their "tipping point" to communicate to people you know who will in turn share it with the people they know (Connectors), to spread all the important information to all you come in contact with (Mavens), or to "sell" the idea to anyone (Salesmen).According to PC Magazine, the term Tipping Point refers to "the point in time when a technology, procedurec, service, or philosophy has reached critical mass and becomes mainstream." Gladwell defines is as "the moment of critical mass, the threshold, the boiling point." It creates a sudden change, it's contagious. Gladwell uses the example of crime in New York. In 1993, the crime rate dramatically dropped because a small number of people began behaving differently and this behavior spread to would-be criminals. People were "'infected' with an anti-crime virus in short time" (8).
This epidemic can apply to PR in many ways. Since Tipping Points rely so heavily on word of mouth, PR professionals must become that word of mouth. Whether for a company or an event, the public relations specialist must use their social skills for the promotion of it. "...word-of-mouth appeals have become the only kind of persuasion that most of us respond to anymore" (32).
In order to apply The Tipping Point to our Relay For Life Kickoff project, we need to take a look at the budget. Here we are a bunch of college girls looking at ways to spend a little bit of money for a big cause. Gladwell tells the story of a nurse names Georgia Sadler who wanted to raise awareness in the black community of San Diego on diabetes and breast cancer. She realized that she must change the context in which she relayed the information in order to get the message across to these people. She didn't go to the National Cancer Institute or some other kind of big name corportation for help, she went to the local beauty shops. She didn't ask for tons of money to raise awareness, she was modest. She simply "took the small budget that she had and thought about how to use it more intelligently...She focused her efforts" (255).
We could take this example and run. We don't have much money for this event. We can't get all the people to donate all the things we had dreamed of at the beginning. However, we must implement well and have the right context. We must focus our efforts on what's really important - the cancer survivors. They are what the kickoff is all about. Not money. Not food. Not decorations. But the chance to celebrate life!
When it comes to the three "types" of people - the Connectors, the Mavens, and the Salesmen - I would have to say that I am a maven, especially when it comes to an economic standpoint. I am always looking for the best price at the store. I go into the store with a set price that I am willing to spend and will not go above that price, no matter what. I look for coupons, off-brand items, and discounts. If I can't find any of those, chances are, I will not buy the product. Kyle (my husband) will go to the store and spend $50 in groceries. However, I can go to the same store, get the same items, but pay only $30. Why is that? Because I am a maven.
My freshman year of college, my best friend (who lives in Colorado now) would always say, "Cassie, I'm about to go to the grocery store. Go with me so you can get me the good deals." I would always go simply because I wanted to help him. I wanted to see him pay less and be successful in his shopping experience. "The fact that Mavens want to help, for no other reason than because they like to help, turns out to be an awfully effective way of getting someone's attention" (67).
As a future event/wedding planner, I can use this skill when my clients begin looking for vendors. As "one who accumulates knowledge," I will be able to find the lowest prices for the best vendors (60).
And last but not least, The Tipping Point applies to social media in the fact that it has become a social epidemic. Social media such as facebook and twitter have spread like a virus with no end in sight. It started with one person believing in something and telling another about it (connector) who tells all their friends (maven) and then having someone sell it for millions of dollars (salesman).
