Thinking Differently

For social media our class read a chapter from Deirdre Breakenridge’s book “PR 2.0: New Media, New Tools, New Audiences.” We read chapter 15, “The Path to Great PR,” and based on that chapter alone I can tell that this is a great book chalk full of good content. I’m thinking that I might read it on my own time (if I ever get some of that elusive time).

While Breakenridge says some very compelling stuff and has expert advice throughout the chapter, she includes a quote from Brian Cross, former Director of Fleishman-Hillards’s Digital Group in Saint Louis, which made me scratch my head a little bit. It’s a little long but it’s good.

In regards to wanting to reach your target audiences Cross says:

PR 2.0 teaches you that you don’t target audiences--you draw an irresistible bull’s-eye on yourself, on your brand. Today’s online audiences will target your brand. If you think about it, that’s why the online search is so big. Audiences are changing. PR pros are used to targeting journalists to reach their audiences. Now you can go directly to the public, or better yet, they can come to you. You just have to make yourself as attractive as possible so that they find you.

Now this made me think a little bit about everything I’ve learned in all my PR classes, and what Cross is saying is the opposite of what my professors have been telling me! In every class I’ve been asked the questions, “What’s your target audience? Who are you trying to reach?” And then I read Cross’ quote and he’s telling me to do the opposite, and make ourselves look flashy and attractive. What?! While this is a little backwards from what I’ve been taught, it does make sense. In my opinion the consumer controls the brand because if you’re saying X about your company and 90 % of everyone else is saying Y, audiences are going to believe Y. So you have to make yourself appealing to attract consumers. Kind of like a “If you build it, they will come” type thing.

So while Cross’ comments are a little different from what PR students learn, it’s important to take note of what he said. It makes sense that what people are saying about your brand is extremely important, but I still believe in targeting your audiences as well. You have to combine the two to be successful, just like combining new media with traditional media. A perfect blend is what is going to make success.

Going to go watch “Field of Dreams” now,

Jake