SeriousPR: Back To Basics A Human Approach To PR

Back To Basics A Human Approach To PR

The millennial era has brought with it a huge emphasis on social media, influencers, bloggers, real-time news platforms and mass media consumption on a scale that was pretty unimaginable before the emergence of mobile devices en masse.

So, what tactics are most effective when it comes to catching the attention of target audiences amidst the constant hum and bleep of iPhone notifications?

The answer is simple: Appeal to your target audience at a basic, human level.

At a very simple level, PR is the process that builds a mutually beneficial relationship between an organisation and the public. But how exactly are these relationships built?

Essentially, the power of psychology and human interaction is key; the ability to tap into how people think and why they remember what they do. Here are a few key questions worth considering:

  1. Who is your audience?
  2. How does your audience form their attitude?
  3. How attentive is your audience to messaging?
  4. What is the ability of your audience to hold onto that message?

By mastering these questions you will be able to achieve the ultimate goal – successfully influencing group behaviour.

Influencing your audience

One of the most effective ways of changing a person’s attitude is to consider PR strategy against a backdrop of social learning theory (SLT). SLT proposes that people learn from one another via observation, imitation and modelling. That is, if you can showcase your product through key influencers within your target market you are much more likely to see major uptake. This might mean building relationships with influencers and bloggers within your chosen market or optimising case studies and testimonials to target current customers’ peers successfully through tangible real-life examples.

The importance of storytelling

There are three major processes involved in memory: encoding, storage and retrieval. Studies have shown that storytelling effectively ignites these three processes through relatively little cognitive effort. That’s why today’s press releases give much more focus to storytelling elements when it comes to engaging journalists and readers and creating influential campaigns that sit comfortably within target audience’s long-term memory. Always consider the story behind your product when creating a campaign if you want to achieve maximum impact.

Back to basics

An effective PR plan should always go back to basics and appeal to human nature, no matter what channel is being optimised. While PR channels are constantly changing and evolving, the one thing that remains constant is us. Me, you, general consumers and decision makers in the corporate market – what makes us tick, the processes we employ when making buying decisions and the way our memory focuses on one thing over another. These considerations are crucial when it comes to converting media consumers into consumers of your own particular product or service.