Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on April 21, 2010.
After all these years, I continue to be disappointed when I hear someone suggest that a communications objective is “to raise awareness.” I can’t begin to count the number of times I’ve been in a meeting and someone profoundly states, “We just need to get the word out. We need to let the public know about us.”
Let me emphatically state: Raising awareness is NOT a marketing goal. It is a means to an end and should always be regarded as a tactic in support of some higher-level strategy.
Earlier this month I listened as a nonprofit communicator talked about media relations. She used examples from her organization to talk about writing press releases, pitching stories to the news media and developing relationships with reporters and assignment editors. I was tempted to quibble with her implied assumption that the traditional media are not waning in significance. When someone asked about social media, she brushed off the “new media” as not being serious forms of communication. I couldn’t disagree more, but I’ll save that rant for another occasion. Read the rest of this entry »
Posted by Duane Hallock 
I communicate with passion and purpose to inspire those searching for beauty and truth.
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