Context, context, context – sau alta greseala de PR
Auzeam la un moment dat prin facultate ca PR-ul spune povesti frumoase. Ca reuseste sa genereze vizibilitate si prin crearea unor contexte cat mai potrivite pentru o stire sau un eveniment.
Atentie, nu vorbim despre manipulare sau mai stiu eu ce alte traznai de gen. Vorbim insa despre comunicarea unei companii, despre agentii si tangential, iar, despre comunicatul de presa. Inevitabil vorbim si despre greseli de PR.
Traversam acum o perioada in care toata lumea incearca sa vanda cat mai mult incercand sa profite si de faptul ca sunt diverse prilejuri autohtone sau nu de oferit cadouri. Toate bune si frumoase pana aici. Pentru a se obtine vizibilitate se iau in calcul mai multe modalitati. Astfel se observa achizitia de spatiu – reclama – si se remarca de asemenea partea de comunicare/promovare (prin PR). Mai sunt concursuri si diverse alte modalitati prin care se incearca ajungerea la acelasi rezultat.
Evident ca fiecare companie isi creeaza un mix intre toate acestea in functie de produse, oferta, buget si asa mai departe. Pe parte de PR unii aleg sa lucreze cu angajatii pe care ii au deja in timp ce altii continua (sau incep) colaborarile cu agentii.
Indiferent de modalitatea aleasa daca aveti produse care se doresc a fi prezentate ele nu se trantesc pur si simplu intr-un email – eventual si cu o poza. Se creeaza un material – chiar cu toate produsele – cu mai multe fraze, un text inchegat.
Va mai aduceti aminte de clasele primare, de prima compunere, de prima oara cand am invatat ca materialele au inceput, cuprins si incheiere? Ei bine cam asa trebuie sa stea lucrurile si in cazul unui material, fie el si de promovare a unor produse.
Spuneam intr-un material anterior cum puteti face pentru a va asigura ca nu vi se preiau materialele (desi e drept ca toate informatiile din rubrica greseli de PR – si nu numai – duc la acest rezultat). Adaug la acea lectie si aceasta: produse prezentate pur si simplu, care nu sunt integrate in niciun material concret. Comunicate ignorate!
Am remarcat insa agentii care fac acest lucru dar si companii (departamente interne de PR/comunicare). Poate insa ca in timp isi vor modifica politica de transmitere a unor informatii sau vor reusi sa lucreze cu oameni mai bine pregatiti si sa ofere servicii de calitate.
Insemnari similare
Draga mea, de data asta chiar ca am ramas fara vorbe. Adica, greseli de tactica se mai pot strecura, iar omul cat traieste invata si se perfectioneaza… Tu aici vorbesti insa despre ceva ce nici nu se incadreaza la categoria “greseli”!!!! Adica, chiar trebuie explicat unui om de comunicare ca, indiferent ce comunica, trebuie sa creeze materiale concrete, cu inceput, final si tot tacamul? Am facut la facultate cel mai stupid curs: munca intelectuala. La acest curs, dupa care ieseam bibliotecari… ne invatau ca daca foaia A4 nu intra in plic, sa o impaturim!!!!! Adica, trebuie sa imi explice cineva ca daca nu intra foaia in plic, trebuie sa o impaturesc????
Din pacate da, a trebuit sa scriu. Nu a fost prima oara cand de la o agentie cu pretentii, romaneasca, am primit un astfel de material. Descrierile tehnice ale unor produse trantite intr-un email si cu pozele produselor atasate.
Spun am fost nevoita sperand sa citeasca si sa invete. Sau sa citeasca si clientul si poate sa le ceara mai mult. Cred ca e momentul ca asemenea greseli elementare sa nu mai fie tolerate. Daca vorbim de PR profesionist sa il si facem astfel; daca iesim in media cu super articole semnate de directorii generali atunci sa ne asiguram ca lucrurile pe care nu ar trebui sa le facem pentru clienti (o imagine buna baza insa pe o realitate proasta si foarte proasta pe care nu o schimbam) nu le facem nici pentru propia agentie.
Cred de asemenea ca din pacate inca sunt multi, foarte multi clienti, mari si mici care inca nu stiu ce pot primi pentru banii pe care ii dau. Dupa cum se vede nu am dat aici nici numele agentiei, nici al clientului si te asigur ca nici nu contactez clientul sa ii spun ce ar putea cere sau ce am putea oferi noi si multi altii mai bine. Realizez insa un demers care intr-adevar pentru unii inseamna evidentierea unor lucruri de baza, de bun simt si bazate pe logica, insa pentru altii se poate dovedi a fi un dus rece. Regret si eu ca am motive pentru a scrie ceea ce apare aici, mai ales ca nu scriu cand primesc prim oara ci astept sa vad daca se repeta situatia si daca se regaseste la mai multe persoane/agentii/clienti.
Intr-adevar e foarte usor sa te pierzi in descrieri tehnice intr-un comunicat de presa. Revenim la vechea poveste: beneficii nu functionalitati. E destul de greu, dar daca nu spui ce problema rezolva produsul, ce activitati face mai usoare, daca nu “traduci” partea tehnica, sansele de preluare scad. Si chiar daca presupunem ca nu scad, eficienta comunicatului respectiv este mult scazuta.
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Da, dar vezi tu, intrebarea e “care comunicat”?! Ca sa dau un exemplu: sa zicem ca produsele trimise ar fi un cantar si o masina de spalat. “Stirea” primita de la agentie consta doar in descrierea produsului: Masina de spalat marca x modelul Y. Specificatii tehnice: 5 kg, dimensiuni, 6 programe. Cantar marca a modelul b. Specificatii tehnice: 5 kg, intre 1g si 1 kg etc.
The end.
Asta e comunicat?
Nu sunt impotriva elementelor “tehnice”. E logic si firesc sa fie oferite. Dar de aici si pana la a trimite doar specificatiile produsului…
Eu zic sa incepem sa racolam clienti 🙂 🙂 hihihi Sau macar sa le scriem niste anonime, prin care sa le explicam pe ce dau banii :-)))) Poate asa, cei care isi inseala clientii luandu-le banii si nefacandu-si treaba 100%, se sperie si incep sa fac o munca de calitate!
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