Ever had that dreadful experience at a party or a networking event when you get stuck next to the guy who drones on and on about himself? You know: “I’ve done this, then I did that, everyone loved me.”
How much did you enjoy the conversation? Not much right?
Even now, this preaching-style approach remains at the heart of many PR practitioners’ strategies. Frequently they preach – in their defence – because some clients still expect it! They drone on and on about so-called achievements. And give little or no thought about if it will interest or add any value to the daily lives of anyone … let alone their customers.
It’s because they want people to know. And they expect some divine right to hold people’s interest.
So what’s the bad news? And what’s the opportunity?
The media landscape is being turned upside down.
Journalists are losing jobs. And the ones that remain in work will not build reputations by peddling turgid bilge from short-sighted self-important businesses.
For many businesses it is too late. The message-delivering mentality is too ingrained in their thinking. It’s a strategy of supreme arrogance. They’ll write a tedious news release about ISO9000 – or something equally dull – then chase journalists asking them why they didn’t publish it.
These are actually businesses who understand that PR can help them build awareness. So that’s not the issue. The problem is that they don’t realise that their ‘what can we tell them?’ approach combined with an obsession with demographic targeting and message delivery process condemns their ‘news’ before it is even shared.
Information preaching is a massive mistake for anyone who is genuinely serious about growing an engaged community of people who care about your business.
Because there’s a massive opportunity for any business actually prepared to listen before they speak to customers, add value and interest to their conversations with genuinely newsworthy events; timely passionate opinions; and, enthralling innovative stories.
You have to work at being newsworthy. You have no divine right to hold people’s attention simply because you have something you want people to know. And if you do, prepare to be ignored. Because with so much information choice – its easier than ever for consumers to tune out the dull stuff.
Bad news for preachers. Massive opportunity for brilliant conversations.
Richard Glynn will help you stand out, build influence and become easier to buy from.
Click here to find out more.