|
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.
|
