Dear All,
Recently at one of the forums a veteran of the advertising industry asked a pertinent question . “Who is the PR targeting?” . This simple question fumbled the PR agency , they struggled for an answer . The agency had done a good job at changing the perception of targeted journalist as per their perception study they presented about an organization , the scores were good on all counts top of mind recall , management perception understanding of positioning etc . Yet the question was whether this helped the organization in any way .
The question by the advertising veteran raises a point “is media the target audience” , is “public the target audience” – if so “who is the public , are organizations fooling themselves and getting a ego boost by getting covered in the print media ? Some PR agencies still go around flashing advertising worth of print coverage , “does getting a few lines in the papers on a news item change public perception – again the important question who is “public” ?
Can media/journalist be the target audience for PR and how would shifting of media perception help the organization? The related problem as has been pointed earlier are PR agencies only good at media relations ?
Warm regards
Sanjay Mudnaney
Sanjay Mudnaney
AGM Corporate Communications
Mastek
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