“There was a time when PR pros and their counterparts in marketing measured success by the number of impressions a campaign generated. I’ve never cared much for the fleeting impression. In my mind, unless it turns into a measurable outcome, impressions are simply an abstract estimate of the number of people annoyed by a campaign.
There, I said it. “Annoyed.” Interruption is not viable communications model, not in this day and age, when our audiences are so firmly in control of the content they consume. Rather than barging our way into our audiences’ minds, instead, communicators have a new charge. Our brands have to be viewed as smart, interesting, useful, accessible and human by our audiences. And it’s up to communicators not to just craft this image, but to deliver the experience.” More>>>