(C) 2010 McDonald's

McDonald’s McRib stormed back into our lives this week, and I for one am doing my part to ensure the pork-like novelty sandwich’s seasonal success. It’s humbling to compete with a  sandwich for attention, yet the McRib buzz has me thinking about my PR Tactics column this week which highlights David Meerman Scott’s new book “Real-Time Marketing & PR.”

The McRib may not be a perfect example of Scott’s real-time mindset, but its digital media ingredients spark some possibilities. Many real-time communications examples involve reacting almost instantly to news, be it a blog post offering additional perspective to insert oneself into a developing story, or creating a product based on what has occurred (and in the case of Oakley and the Chilean Miners, placing a product).

McRib, being a known entity, is perhaps a bit different. It was here last year, it’s here now, and there’s little need for Vegas odds on whether we’ll see it again next year.

Knowing an event or piece of news is coming can be a luxury, perhaps especially when you’re the one creating it.

McDonald’s and most notably McRib fans have set the table for significant word-of-mouth awareness. McDonald’s has generated a few tweets and some spot advertising including localized radio ads reminding us that “the legendary sandwich is only here for a few short weeks,” plus some web content. Social networks pick it up from here with the McRib Locator being among the unique fan-generated offerings that keep the buzz going.

So in addition to sitting back and selling sandwiches, McDonald’s finds itself in the enviable position of nurturing a cult favorite with what appears to be only minimal effort. Nothing wrong with that in a “by the people, for the people” scenario, and it appears the brand is taking advantage of the opportunities it has created to engage customers online and in stores. Check out “The Legends of McRib” crowdsourced video promotion for example.

For additional rib-related reading check out Blake Bowyer’s McRib observations on Ogilvy’s Fresh Influence blog and my own October bit on Ribzilla.

I had a fun phone conversation with Deirdre Breakenridge and Valerie Simon not long ago which formed the basis of my April PRSA Tactics article “Building an online community with PRStudChat.” PRStudChat, created by Breakenridge and Simon, in their own words is “a monthly Twitter chat bringing together PR students, professionals and educators for conversation about the Public Relations Industry and to provide opportunities for learning, networking and mentoring.”

I pop in the chat and read ongoing #prstudchat hashtag comments when I’m able and find the community to be all its creators claim and more. I think one of the most impressive indicators of an online community’s success is how it expands beyond its original boundaries – not in an out of control fashion of course, but rather in ways that further benefit its members. There’s plenty of value tucked right inside the monthly PRStudChat sessions themselves, and still I’ve also noticed instances where the community has opened doors to provide its members new opportunities. That’s what it ought to do right? I’m sure there are many more examples than the following.

University professors and students are threading the PRStudChat community into their curriculum. Breakenridge for example was interviewed via Skype by University of Maryland’s Rowena Briones. Portions were used in a PR class and also featured on Mikinzie Stuart’s PRepguide blog.

Real life mentoring opportunities are being created. Speaking of Mikinzie, she’s a PR student at Ferris State University who visited Breakenridge and Simon in New Jersey over her spring break to shadow each on the job. A brilliant and responsible use of one’s extra curricular time.

Career-supportive connections are being made. I sense this myself when connecting on Twitter with PRStudChat members and professional communicators across the board, as well as while observing others publicly communicate online. These are professional connections that can benefit us all, and our employers and clients, as time progresses. Helping others connect and do business always brings the goodness back to you one way or another.

Which brings me to tomorrow’s April 21st Noon Eastern PRStudChat that offers another concrete example of this community’s growth and networking value. The April chat features guests from five organizations who are responsible for PR recruiting. Firms represented are Fleishman Hilliard, Marina Maher Communications, Ogilvy, Paradigm Staffing, Qorvis Communications and RKPR. No doubt some ideal pairings will be made.

Good going PRStudChat and, for that matter, other online and Twitter communities like #pr20chat and #journchat for bringing talented people together and focusing them on solving problems, aiding each other’s career paths, and for generally having a good time doing it.

There are many vibrant communities and chats out there for PR practitioners and marketers. Any favorites you recommend?