Road to Nowhere
Zero to 60 = Road to Nowhere
by Michael B. Perini, ABC
Perini & Associates
There is the temptation to try every new gadget. Eat at every new restaurant. Try the latest aerobic exercise. Or, be the first to punch that accelerator on a new car.
Going at public relations can be very similar for those not schooled in the art and science of PR. Wanting to add every new practice into the PR “arsenal” without determining what the destination or return on investment might be is foolhardy and will prove expensive.
I am not against the latest or greatest. I have my eye at the moment on an iPad, for example. But, I do believe that going from “zero to 60” without a proper map and directional signs will end up at a dead-end especially when managing internal and external communications in business, event or issues communications.
So, let’s try this. A recent phenomenon in the digital world is to be on twitter, LinkedIn or facebook. If you don’t know what any of these social media services are, please follow the links and then circle back to this post and keep reading.
When you click “Like” on a facebook page, for example, you are making a connection to that page. It’s very similar in public relations. You need to weigh the consequences of jumping on board or liking every new strategic communications tool, like the social media options listed above, at the expense of traditional and often more successful tactics.
Sometimes a face-to-face meeting might prove more beneficial than texting to a client. A simple 8×10 sign could be more valuable to getting your message across to customers than a glitzy web ad embedded with the latest flash technology. There we go again…for more on this trend click….
The key is to have a communications consultant guide you through this maze of current and future trends, to gain speed and safely navigate the curves and bends by applying integrated strategy and proper tactics both traditional and new.
Again, don’t “delete” old public relations practices just to be the first on your block to have implemented the latest trends into your company. In today’s tough economy, let’s not take that road to nowhere especially when going from zero to 60.