Old is New? Nope! Evolve or Die
Guest Post by Ian Cottell
I was surfing the Internet today and I stumbled upon this new, old-fashioned cell phone.
No screen, no texting, no email, one ringtone…the unique selling point, it seems, is a new phone with the inconvenience of old communications technology. It’s a clear appeal to customers’ nostalgia and their desire for simpler times; but at what cost?
While I admit to getting warm and fuzzy while looking at the phone, I quickly recall that public relations success relies, in part, on staying techno-savvy and never shying away from new communications technology.
A few PR fundamentals that never change:
*clear, concise messaging
*knowing your audience
*being compelling
A few PR concerns that constantly evolve:
*media used to disseminate information
*methods used to consume information
*public perception of issues
I doubt I’ll ever trash my old Polaroid albums, but I’ll also never downgrade my smartphone or take any other steps-backwards when it comes to communications technology. Clinging to the comforts of the obsolete and the irrelevant is a surefire way to fossilize your PR career.
-Ian
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