Public Relations is a lot about reaching out to a specific group, your target audience. When you reach out to your audience, you want to develop positive awareness that turns into an action that everyone takes.
A big problem before going out with a press release or other form of an announcement is that there is more than one thing you want your target audience to do.
Don’t just buy the new iPhone 5, tweet about it, tell us what you think about it, write a blog post about it, get someone else to buy one, show it off to your coworkers, try our app on it … the list goes on.
At times, yes, PR is about target, precision, and getting your audience to take one action at a time, but this current digital revolution has created the 100-focus-mind. Everyone can and does focus on a hundred things through the day and never is there a time that only one item is focused on. It’s a two-or-more interactive world.
Every digital native audience is capable of handling it, so why do PR specialists still focus on one-group-one-action strategies? It seems to me that you can reach out to each individual member of your audience and give them the option of what to do. As a result, you will have created sub-audiences – people who are taking the same action (listening to the same tune) bundle together and then you can focus on their progress.
Basically it’s about letting every member of your audience dance to their own tune. Whether it is communicating to the entire audience or subgroups, they are all still dancing.
