Excuse the dramatic title… I was simply trying to grab your attention!
Engagement is the name of the game in communications today. As a brand owner, thinking about how you hold the attention of the crowd long enough to get your message across is one of the most important things you have to do. ..right? So why continue to invest so much in TV advertising, a medium as blunt as one of my daughter’s chewed crayons?
Think about it. Your neighbours love of crochet bores the socks off of you…but to her it’s a gateway to endless hours of riveting conversation. You may both earn the same, your children may go to the same school, you may drive the same car, but frankly what she finds exciting leaves you feeling cold.
So, can you really engage broad, distracted audiences today with the same TV message? Of course you can’t (unless of you find a way of getting middle Britain to choke on it’s Cocoa …or of course design a nice cute mascot). That’s why PR is so powerful. Searching out communities, shaping relevant conversations, building the narrative over time. It’s the future…just mark my words.
