I just spent a few days with my 14-year old niece. I felt like Faith Popcorn, shadowing her in various malls and outlet stores, observing her shopping and communication patterns, digging into brand and information preferences and trying to determine what influenced this young consumer to choose a particular product.
Public relations people are usually always focused on that next big media hit. What interview can we land for our newest client? Which lifestyle journalist is the right match for a product loan?
In fact, most PR pros are so addicted to the rush of scoring coverage that they often overlook other, equally important audiences. Today, I’d like to call your attention to the fraternal twin of media relations: internal communications. It may be the less exciting sibling, but its role shouldn’t be discounted.