Recently, while we were planning the next quarter’s activity, a client told me that they wanted the plan to be 75% traditional PR and 25% social media. I tried to explain that the request was the same as asking me to write a press release using 75 percent consonants and 25 percent vowels – it could be done, but the chances of creating anything worthwhile would be slim.
It illustrates a common problem with marketing communications – its components [press releases, media relations, blog posts, social media, events, etc.] have been sold as commodities for so long that this is the way that businesses think they need to purchase them that way. The reality is very different. Businesses should be developing communications plans based on achieving goals, not on how much of a commodity they think they need. The sooner this changes, the faster they’ll start reaping the benefits.