If you have a product or service to sell, one of the most important parts of your PR plan should be identifying your audience, understanding them on a professional level, and designing a message that will speak directly to them.
Unfortunately, although virtually all businesses are good at identifying their audience, they may be less skilled at doing the research necessary to understand them. The company message suffers as a result.
A case in point: A few years ago, several company executives came into our office to talk about our firm handling their public relations. The company had a great software product aimed at a specific commercial market, but it was having trouble getting customers. We identified one of their problems as their company tagline, which was way too edgy for their business audience to take them seriously. They had come up with it themselves and, needless to say, thought it was very clever. It was; it just wasn’t audience friendly.
I’ve seen the same sort of thing happen with other types of communication tools. Most common are logos that are attractive but never relate visually to the company message and company handouts or websites with long dissertations about a product or service with little space devoted to the problems it will solve or the need it will fill.
Keep in mind that if you aren’t attracting the “right kind of clients,” it may be because your company message isn’t reaching them.