The second lesson is how to convince clients to do the same thing. In most cases, neither PR pros nor clients are representative of the audience.
It’s a challenging proposition. Business owners are rightfully passionate about their companies. Employing people who are passionate about what they do and the organization for which they work is one of the greatest strengths. But these same qualities can create a harmful environment when it comes to creating compelling communications.
The good news is that effective communicators always keep the target audience top of mind when crafting their work. Here are four questions I always ask when evaluating whether a pitch, press release, or even a tweet is hitting its mark:
Who is the target audience? Yes, this seems obvious, but you can’t ask this question enough. Stepping back from the work in which we’re so entrenched and reminding ourselves of the audience we need to reach must be the first step every time.