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PR novices and seasoned pros alike are
often bewildered as they seek to understand their client’s latest
offerings. A company’s good name relies on the ability of their PR
people to make sense of these technologies and craft messages that
resonate with consumers. And yet, the zoomiest high-tech product won’t
stand out in the public’s mind if the firm fails to draw attention to
the people responsible for the product’s design.
Successful companies are led by visionary
founders or executives who inspire those around them to achieve -– the
R&D and manufacturing engineers, the marketers, the customer service
people, even the accountants. When crafting core PR messages, it is
critically important to get inside the heads of the people who designed
the latest widgets so that the product copy reflects their vision. Just
as important, their voices need to be heard through written quotes and
even public appearances. Why?
Brand image. As consumers in the
modern-day medina, we want to believe that we do business with people
who care about us, with organizations that reflect our values. Our
purchases are an extension of ourselves and we want them to somehow
matter. If a company is faceless, we aren’t going to take the time to
figure out who they are; we are going shopping at the next kiosk. When
an entire industry loses its identity, their products become simple
commodities and we are left to ask our friends for advice and price
shop.
Need examples? Airline companies today
struggle with the public’s frustration born out of confusing fare
structures, long delays, cramped seating, and poor customer service. It
is hard to believe there was a time not so long ago when we all dressed
in suits and dresses whenever we flew and gladly put up with numerous
irregularities; flying was special and we were treated that way. Today,
we are reduced to shopping for the lowest airline price. And yet, at the
end of the flight, many of us will climb into cars that cost thousands
of dollars more than basic transportation because we believe in the
manufacturer’s publicized commitment to high-performance, safety
engineering or fuel conservation.
People matter to consumers, and it’s
not just in regard to for-profit companies. Non-profits are particularly
susceptible to the capriciousness of human philanthropy. When we give
our dollars to a cause, it has to matter. If we suspect the sincerity of
the organization, if it seems to be foundering with no one at the helm,
or if we doubt that our donations are reaching the intended
beneficiaries, we immediately suspend our support. And then we tell
everyone we know, creating irreparable harm to the organization’s image.
Because people matter and no two are
the same, every organization, no matter how large or small, is unique by
definition. Herein lies the secret to every successful PR effort. When
you tap into the distinctive character of an organization, an effective
PR strategy awaits.
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