Reputation. Conversation. Influencers. Psychographics. These are my four picks as the areas for someone running an Internal PR Department to focus on during 2010. Do so and I think it may help you bring a sense of purpose to your Australian PR/communications efforts.
Reputation (v image)
Say what you like but after what we’ve been through in 2009 reputation is king. Many industries, and a number of individual organisations, face a big job in this area.
PR is about reputation. Reputation is earned. It’s achieved largely by what you do – not what you say, or necessarily how you present. It’s a belief that is held by people who have dealt with, or been influenced by, the organisation –usually over a sustained period. It’s normally a ‘slow burner’. A reputation is built on substance. It’s strategic and for the long-term.
Image is created or built – usually quite artificially. It is usually conveyed through paid media and other activities. Image will change, often quite quickly, to take advantage of market trends. Creating an image is often a prelude to building a reputation – especially for a younger organisation or brand. But it’s largely tactical – therefore short-term.
Conversation (v attention)
Technology has given us the unparalleled opportunity to communicate one-to-one with our customers, shareholders or the community. But the key to this is having a genuine conversation. The way some are going we are in danger of ‘stuffing-up’ this opportunity.
PR is about building relationships, which is created through two-way communication – having a conversation. A conversation is both participatory, and inclusive. PR has always had a conversation with the media – although sometimes a little fractious. Social media is the ultimate medium for conversations – which is why ‘real’ social media communication should be in the hands of the PR people.
Advertising is about gaining attention – some call it an industry built on finding the most creative ways to interrupt, but doing so in way that gains attention. They bring this same approach to social media – they want to come up with pop-ups ads, create buzz and generally clever ads that consumers will see direct, rather than through paid media.
Influencers (v consumers)
Sure it’s great to be able to talk direct to consumers. But the old adage that 10% influence the other 90% is still largely valid.
As I’ve said above the advertising folks are in danger of gaining the upper hand in the social media area – and might well do irreparable damage if the marketers don’t show enough smarts to reel them in (and I’m doubtful – based on history – that they do!).
But the importance of PR’s role with the influencers – be they well-followed media, influential bloggers, investment analysts or nutritionists – should not be over-looked. It’s very much part of building the reputation platform!
Psychographics (v demographics)
Marketing people continue to put most of their effort into ‘interruption marketing’ to buy space in media that will enable them to reach consumers based on demographics ie age, sex, income.
But if PR is in the mix then look to communicate based on psychographics – identifying and reaching audiences according to their values, interests or lifestyles. It’s about communicating on the basis of common and shared interests – the groups people belong to and common interests they share. So if reaching the consumer is part of your brief for 2010, then bring some freshness to the table by looking at it from this perspective.
These are my thoughts. But I don’t have a mortgage on thoughts. Feel free to comment or disagree.
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