WHO SAID P

Seismic changes taking place in the ways people communicate are irrevocably altering the media world. Consumers today use social media recommendations, review websites, self-serve educational videos and reports, as well as various other online research all before they even think about talking to a salesperson or buying a product. That doesn’t imply that you should stop advertising and PR altogether – for certain situations, advertising… and PR still work. But if advertising and pushing your product is all that you are doing, you are missing out on more business than you think. Today’s consumers are smart and getting much smarter much faster. The reality is that people today don’t want to hear about how great you are, how many years you’ve been selling houses, how quickly you can sell properties, how much commission you charge or how many awards you’ve won – they want educational, helpful information to solve their problems. In return, they’ll reward you with their trust and ultimately the job of selling or managing their brand. Not all PR professionals have grasped the changes happening in the business of advertising and consumerism, since, we as a media still witness the same old mistakes PR people used to do and still keep doing: pushing news releases to be published when this same news release is sent to all media with no distinction. True PR professionals strategise and manage a whole array of messages to multiple different groups. And yet, PR is much more than that!