June 4, 2013
What Separates Good Media From Great Media
I read an article in today’s Times with great interest. According to those in the know, the outlook on Medicare is not nearly as bleak as originally anticipated. While I won’t get into the specifics here, the article is an interesting lesson in several approaches to impactful PR campaigns.
With that in mind, here are three questions you must get answers to when crafting an impactful public relations campaign.
#1 – What’s your market’s definition of “good?”
Changes and improvements may be legitimate, even if they are statistically insignificant. However, your market may not necessarily see it that way. Keep them from responding with a yawn when they should be clapping. Make sure those interacting with your public relations campaign understand WHY this is a big deal. In other words, if they don’t have a definition of “good,” or they have unrealistic expectations, the PR firm should take the opportunity to change that expectation and create a workable definition of “good.”
#2 – What are they comparing this to?
In most cases, there are multiple competitive products and services that can help provide both context and expectations for your market. In the case of giant entitlement programs such as Medicare, you really don’t have many options. The typical go-to “this and that” comparison is either Social Security or Medicaid. While one name sounds similar, this is sort of like comparing apples to rutabagas because they are both “produce.” It is important in your PR campaign not to attempt to compare apples to oranges. Much better to stick with features and benefits people can comprehend than comparing one thing they don’t understand to another just as incomprehensible.
#3 – What should they understand that they don’t?
This could seem like a bottomless pit, particularly in technical and complicated issues such as healthcare. But it is a necessary question to answer. While Ronn Torossian understands that most people have a consumer mindset and they “just want this to work right,” it is not impossible to address misunderstandings or incomplete knowledge that may hinder their perception. In simple terms, you don’t know what you don’t know. But a well-planned PR campaign can fix that.