Gracie Communications

Over the holiday break, I had a conversation with my teenagers about how boring their lives are. My daughter suggested that if life were just more stimulating, teenagers wouldn’t have to work so hard to create drama.  They crave the excitement that comes from a constant stream of break-ups, make-ups, new clothes, new electronic toys, hot gossip, etc.   

Unfortunately, a number of businesses approach their communications strategy just as teenagers approach high school, seeking out the rush of being first, being popular, being the best.Companies want the newest app, the latest network or the brightest consultant regardless of how effective it will be in helping them reach their business goals.

• The tedium of market research got you down? Ooh, look. TweetDeck has a new release!
• Competition gaining market share? Forget the basics of review product, price and promotion. Launch a blog!
• Fundraising declining? Who needs to re-assess relationships when you can raise money via Facebook!

Don’t get me wrong. In the right settings, for the right audiences, these are all great tools that can engage new people and lead to bigger results.   Especially when they are part of a larger strategy aligned with even bigger goals.

But when you only seek out what’s new, on a campaign by campaign basis, without goal-based, strategic direction or – gasp – the market research, monitoring, list building and content management that makes communications effective, even the best tools will only create a momentary blip.

Can we in the communications industry stop emulating the 13 – 19 year old crowd enamored with the latest distraction and start looking to create real results for our clients? (My colleague Kyle Lacy has a similar rant post on the importance of getting back to business here.)

Isn’t it time to stop talking about which is the more effective tool – social media or public relations? Blogging or op eds?  Twitchats or community forums? Blah or bleh.

In a world this connected, effective communication is built on knowledge, trust and relationships built over time. 

Yes, there is nothing like the rush from the pursuit of something new – new followers on Twitter, higher numbers of RSS subscribers, being the first person to break a story, a new survey or game to promote.  But the days we listen, observe and learn about human nature are just as, if not more, important.   

That might seem boring and routine. As I told my kids, that is reality.