Does PR really work? Or Applying the seven Ps of marketing (With special thanks to Alan Kohler)
When attending a networking meeting last week, a small business owner asked me, “Does PR really work? Do people really still read papers?”
By way of answering him, I relayed the story of a client who had the same concerns. The client was a café considering hosting a Bastille Day function to celebrate French food and wine. The owner of the restaurant was all for the event. However, the chef had reservations that perhaps Brisbane wasn’t ready for Bastille Day. His main concern was, “Only having two people booked and having to ring and cancel because we can’t do a special menu for only two people.”
The power to persuade
A brand is a powerful thing. It can stir up an array of wonderful (and sometimes not so wonderful) human emotions – yet a brand is merely a bunch of humanly created qualities and characteristics personified in a product or service. Done right, brands connect with their market and can then persuade people to act on an offering. Done wrong, brands might not even connect with their market at all. Or worse still, they might connect in a negative way, and leave an unsavoury impression.
Goals and objectives: where does communications fit in?
Goals and objectives are two words often used interchangeably. Goals are overall outcomes – what your organisation will accomplish if the objectives set are achieved. They are broad and more general in meaning. Objectives are the specific steps that are set along the way to achieving a goal. In effect, objectives provide a road map to the desired goal.
