Greseli de PR – utilizarea epitetelor – mai ales in titlu
Un titlu bun atrage. Sunt o sumedenie de articole citite doar pentru ca au un titlu interesant. Sunt de asemenea si multe materiale interesante, relevante dar care nu apuca sa fie citite pentru ca titlul e complet irelevant.
Despre titluri se pot spune multe – astazi insa despre un element ce are legatura si cu relatiile publice, si cu partea de comunicare: utilizarea epitetelor in titluri.
Se intampla intr-adevar ca uneori sa ai vesti extraordinare. Trebuie tinut minte insa: ceea ce e relevant pentru o companie sau institutie, poate sa nu fie relevant pentru public. Ca atare intotdeauna se recomanda masura.
Se intampla – din pacate destul de des – ca elemente ce nu au nicio legatura cu fantasticul, deosebitul etc. sa fie astfel pozitionate.
Spre exemplu, lansarea unui site nu e o veste extraordinara (decat daca a costat cateva milioane de euro sau a durat 20 de ani). O veste extraordinara ar fi lansarea unui medicament, care sa fie deja testat cu succes, care sa vindece SIDA. Aceasta da veste!
Ce spune utilizarea unor epitete nepotrivite despre cel ce trimite comunicatul? In primul rand arata ca respectiva persoana/agentie nu cunoaste foarte bine sensurile cuvintelor si nu stie sa le adapteze contextului. Apoi, utilizarea nepotrivita a epitetelor gen extraordinar/fantastic/fabulos etc. arata ca acea persoana/agentia care trimite comunicatul nu face diferenta intre informatii si impactul lor. In timp, ajunge exact ca in fabula cu mincinosul: isi pierde credibilitatea. Jurnalistii sunt dezamagiti si la fel si potentialii clienti/consumatori. Oare va mai fi crezuta (persoana/agentia) cand va avea un material cu adevarat relevant?
Desigur ca nu doar cele trei epitete de mai sus trebuie utilizate cu grija. Ele sunt doar niste exemple dintre multele disponibile.
Atentia insa trebuie sa fie permanenta!
Ca de obicei, mult succes tuturor!
Insemnari similare
un sfat extraordinar, chiar fanstastic as putea spune… 😀
Ultimul post al Simona: Vrei si tu un kdo?
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