Their majesties Target Audiences. People, most of whom you'll never see, hear or ever call by name. What do you know about them? What do you know about their life? Can you imagine your product in their kitchen, or bath, or bedroom? Do you see your boss among the list of people who are interesting for your audience?
I can ask you a thousand more questions about your audience, but the main thing I'm trying to say is that you are to know your audience in every single communication. A letter you send, a phone-call you make, a banner you draw, an article you write - rise your eyes up and see the man who will read/see/hear it.
In fact, there can be three great problems in PR-Departments of different companies:
1. Pr-managers are too far from customers. Because they are managers, they live in their corporations, measure their success by KPI-points and see the world by blue/white eye-glasses. They live thinking how to sell the product. Maybe it will be better to remember, that "to sell" is marketing task and change the department?
2. Pr-managers are too close to customers. They want to make people happy, to make journalist happy, to make children happy and everybody cheery. They create numerous festivals, concerts, art-shows, holidays and so on. Every day. Multiple times. Looks like they trough out their pink eye-glasses, but put pink glass in the office window. Why don't they go to some charity organisation or to kindergarten?
3. Pr-managers are sure that good contact with media guarantees the success of the project. They look out through the newspaper. Actually most of pr-managers are thinking like this. But there is one moment, especially if you are working abroad - ratings, statistics and reports can not be compared with real opinion of single real man.
So what shall we do with our audience? Communicate, of course. I don't use the 'talk' word because 1) communication can be much more variable then just 'talking' and 2) you have to listen more than speak.
I can ask you a thousand more questions about your audience, but the main thing I'm trying to say is that you are to know your audience in every single communication. A letter you send, a phone-call you make, a banner you draw, an article you write - rise your eyes up and see the man who will read/see/hear it.
In fact, there can be three great problems in PR-Departments of different companies:
1. Pr-managers are too far from customers. Because they are managers, they live in their corporations, measure their success by KPI-points and see the world by blue/white eye-glasses. They live thinking how to sell the product. Maybe it will be better to remember, that "to sell" is marketing task and change the department?
2. Pr-managers are too close to customers. They want to make people happy, to make journalist happy, to make children happy and everybody cheery. They create numerous festivals, concerts, art-shows, holidays and so on. Every day. Multiple times. Looks like they trough out their pink eye-glasses, but put pink glass in the office window. Why don't they go to some charity organisation or to kindergarten?
3. Pr-managers are sure that good contact with media guarantees the success of the project. They look out through the newspaper. Actually most of pr-managers are thinking like this. But there is one moment, especially if you are working abroad - ratings, statistics and reports can not be compared with real opinion of single real man.
So what shall we do with our audience? Communicate, of course. I don't use the 'talk' word because 1) communication can be much more variable then just 'talking' and 2) you have to listen more than speak.
No comments:
Post a Comment