The 5 C’s of Communication Part 3: Consumer

This is part three in a five part blog series that is meant to help you better understand the communication process for marketing and public relations campaigns.

This week I’m going to focus on helping to determine which audience to target, how to best understand your audience and different tactics to create during the campaign.

Dictionary.com defines a consumer by explaining it’s “a person or organization that uses a commodity or service”. This relates to the communication process because the consumer is the main focus of the campaign. So to have a successful campaign you, the PR Coordinator, must clearly understand the type of consumer that needs to be reached and the different forms of communication that can be used.

Here are five key thoughts to keep in mind when focusing on your target audience.

  1. Determining your Audience 

    What are the campaign goals and objectives? Is the method of communication most important or can it be changed? Can you clearly explain who would want to participate in the campaign? By answering some of those questions can help you to determine your target audience. For instance, a campaign’s objective could be to increase online sales through Google ads. Therefore, you want your target audience to be active online participants.

  2. Audience Profile 

    Start by determining the audience you would like to target for your campaign. Then conduct some primary research and  secondary research, if needed. By better understanding your audience, you will be able to get create tactics that will successfully spread the campaign’s’ message. 

  3. Providing for your Audience 

    How will this campaign help your audience? Will it solve a problem or make things easier? Once you are aware of how you can help your audience, be sure to identify that issue during the campaign. For instance, if your campaign will solve a problem identify the problem and how you provide the solution.

  4. Building Trust with your Audience  

    It’s common knowledge that people are more interested in purchasing things from people they trust rather than focus solely on advertisements. So encourage your current consumers to promote your brand. This will help to grow your audience and the company’s brand through positive encouragement. Depending on your campaign’s purpose, you may want to have video or written testimonials, social media posts, or simply word of mouth.

  5. Choosing the right Communication Tactics

    Your target audience will help to determine which tactics will be helpful and which will be less successful. During this process refer to the target audience research; this will help to determine the best tactics to use during your campaign. Here is a list of possible tactics that can be utilized: social media, videos, blog posts, television and radio ads, online banners, Google ads, promotional souvenirs (t-shirts, pens, notebooks, etc.), and more. Try brainstorming with some co-workers to come up with creative and catchy ideas!

Remember that the consumer is an important asset in the company since consumers help to drive the business. Conduct research as necessary and be sure to learn from the results. The better you understand your audience, the better results the campaign will achieve.
Be sure to check out part four of my blog post focusing on crisis communications. Until the next post, have a fantastic weekend!

5 cs

Advertisements

The 5 C’s of Communication Part 2: Creativity

Welcome to a new week, so let’s kick off another slow Monday with some creativity. Last post I talked about the importance of connecting with your audience during a PR campaign. Now I’m going to discuss some ways to use creativity to help your campaign succeed. Creativity can be a great asset during your campaign, but it’s important to have structure behind your free flowing creative ideas. So I created a list of five key thoughts to keep in mind when using creativity during your next campaign.

1. Engage your Audience
Try to create a campaign that will engage your key audience. Engagement helps you to form a connection between the campaign and the audience. There are four different ways to engage your audience. You can engage the public through actions (activity participating), emotional connections (connecting on a personal level), rational thoughts (provide details and value of the campaign), or ethical ideas (focusing on values or principals). Depending on the campaigns objectives, you can choose one or more of those forms to reach the target audience.

2. Set Specific Goals
Coming up with creative ideas can be fun and overwhelming. Try to remember the purpose of the creativity by setting measurable goals. Once the goals are determine, have the brainstorming section of the campaign. Afterwards, your goals will help to determine which creative ideas can best accomplish the objectives and which ideas are best left behind.

3. Visual Ideas and Words
Everyone connects to ideas and thoughts differently, sometimes words can convey the best message while other times images are needed to best explain the situation. Try using a combination of words and images throughout the campaign. This will help you to ensure that all aspects of your target audience are reached with your message.

4. Blend Media Forms
Do not limit the campaign, or yourself, to one specific media form. Try combining multiple communication forms to spread the campaign in a variety of ways. For instance, if the purpose of the campaign is to raise awareness of the dangers of texting while driving and the campaign will focus on facts, statistics, and personal stories then use multiple platforms. Try using Facebook for the facts and personal stories, newspaper articles on the statics with a personal story, and Instagram to post informational charts and graphs. By forming a concise message through different multiple forms can reach a large variety of your audience.

5. Examples of Creative Campaigns
Here are two examples that used creativity as a way to help spread a PR campaign. One example is the ALS Ice Bucket Challenge. This campaign engaged the audience by encouraging the public to take action and raise awareness about amyotrophic lateral sclerosis (ALS) also known as Lou Gehrig’s disease. This campaign blended together social and broadcast media attention to help raise awareness and money for this disease. Overall, the campaign was able to connect and successfully engage the audience.

The second example focuses on “Eddie the Terrible” from the Humane Society Silicon Valley. This campaign was focused on helping a small Chihuahua, Eddie, find a home; however the human society decided to be creative and try a new form of marketing. They made the decision to focus on Eddie’s bad traits, but explain how the negative habits can be turned into positive traits in a humorous and educational form. The society crossed multiple media forms from blogging to social media to local media. In the end the campaign proved successful because it found Eddie a home and the humane society gained a larger public awareness.

Creativity can help reach people in new and different ways and can help spread a campaigns’ objective. Just remember during the creative process to set specific goals, engage the target audience, and use words and visual images to connect with your audience.

My next post will focus on specific ways to connect with your consumer. I will discuss the importance of knowing and understanding your audience and learn some of the best ways to reach your audience. Until next time, have a fantastic week!
5 cs

The 5 C’s of Communication

Happy September! I hope everyone had an enjoyable August and enjoyed your final full month of summer. I thought the best way to go into the autumn season is by starting this month off with some important aspects of Public Relations communication. This post will lead into a five week blog series that will focus on five parts of communication within the Public Relations field. This week I will provide a general overview and brief explanation of each section.

I am breaking the five important aspects of communication into five C words. The sections include: connect, creativity, consumer, crisis, and culture. These five aspects will help you to remember the important ways to communicate with the public. Here is an explanation of each trait.

1. Connect
Since technology’s increasing presence in everyday lives, you need to release content that will connect with the public. This can include social media accounts, easily displayed smartphone and tablet content, and short, easy to grasp information. It’s important to connect with your audience on a personal level. This will help people to like, comment, and share content that will easily spread your message.

2. Creativity
Create engaging and informational content that is appealing to your public. Try spreading information in creative ways that will appeal to your audience. Creativity can be your best asset in any PR campaign you conduct!

3. Consumer
Always keep in mind who you want to reach with your content and message. The way you choose to display and spread content will be different for every audience. For instance, the way you spread a message to young adults will be different from the way you spread messages to older adults. By knowing and understanding the audience can best help you to effectively spread information.

4. Crisis
Crisis communication can affect any business or person, so by staying proactive can help you to avoid or better handle a crisis. There are different ways to handle a crisis and how to be proactive depending on the situation. One way is to have a crisis communication plan in place and how to handle certain situations that can arise.

5. Culture
By understanding business and society culture can help you to better spread company messages. Business culture focuses on the mission statement and the purpose of the business. While society culture can keep you updated on current society trends; this will allow you to decide different ways to reach an audience.

Overall, those five C’s of communication can help to serve as guidelines in reaching out to your audience. Over the next month, I will write about a specific section and explain its value. So be on the lookout for my next post, the first C I will discuss will be connect!

5 cs