public relations

But does it work?

I was once told that the definition of insanity was doing the same thing over and over again - while expecting a different result each time.

By that definition, many of us are indeed insane.

Let me explain.

How many of us are still going about things like advertising, public relations, branding and oh so many other things in the exact same way we’ve been doing it for years?

“After all - if it ain’t broken why fix it right?”

“That’s how you were trained!”

“Everyone does it!”

I could go on adding the possible answers to that question and to each I would ask the question my mum would ask when I stood before her as a child with an outlandish excuse - “If someone else jumped off a building would you do the same?”

You DO get what I’m talking about by this time I hope.

When it comes to communications - especially high cost disciplines like advertising - you have to ask the tough questions.

If you’re going to insist on advertising, then relook at how you’re doing it.

Just because your agency tells you that the newspaper they’re touting as the best place for YOUR ad dollars is the largest in terms of circulation doesn’t make it the best option by default.

Ask yourself - are these the right audiences? Will it convert to sales? Is there a better way?

Another thing - just because you have an announcement, don’t insist on a press conference. Is there a better way to perhaps get involved with your consumers? To let them feel your brand? To help them feel more inclined to advertise you and your product/ service through that holy grail of marketing campaigns - word of mouth!

And in case anyone has forgotten - agencies work for you .. so ask them these questions without worry. If they can’t answer you in a compelling and measurable way then perhaps you need to start asking yourself an entirely different set of questions.

But that’s for another day.

So, stop what you’re doing. Take a breath.

Now ask yourself - can I do it better?

Can I be different?

Can I make it accountable in terms of an actual contribution to my bottomline?

I’m sure there are other questions you could ask - what are they? And what examples do you have of instances where you stopped for a minute and it brought you great rewards?

If you’re reading this elsewhere, check out Journeys Through The Line (http://www.arciscommunications.com/blog) for more thoughts and ramblings from Stephen P Francis of Arcis Communications.

© 2009 Journeys Through The Line.