'Scattergun' approach to PR too common

London, 03 July 2008 - 58% of the PRCA PR Leaders' Panel believe that clients put a disproportionate emphasis on achieving coverage in national papers and on television. 31% of respondents felt that the changing media landscape made it increasingly difficult to target customers effectively while 50% of respondents felt that targeting was becoming increasingly effective.

David Gallagher, CEO of Ketchum argues "Targeting is increasingly effective. Unfortunately, quantity still trumps quality in far too many cases." Gerry Hopkinson of Unity agrees that audience segmentation and targeting are not keeping up with the socio-cultural changes in British society, but James Cooper at Ascendant Communications has noticed clients adapting to the changing environment "Clients are trying more sophisticated ways to target prospects, mainly through online means. Time will tell if these methods are more effective than traditional means."

David Wilson of Bell Pottinger Public Relations agrees that while effective targeting is challenging, "the days of scattergun PR campaigns have been consigned to history", a view echoed by Jane Howard at Mandate who feels "the ability to target precisely by social groups and time frames is one of PR's great strengths."

Francis Ingham, PRCA Director General, challenged communications experts to be more discriminating in their approach. "It is those who segment their audience and tailor their message accordingly, who will see the biggest benefits from PR."

- ENDS -

ADDITIONAL QUOTES 

Guy Woodcock, Managing Director of Montpellier Marketing

Technology, and the internet in particular, is the prime mover when it comes to clients' ability nowadays to reach their customers and prospects quickly and accurately, and tracking their responses.

Sara Tye, Founder and Managing Director of redhead PR

Somehow client organisations need to understand that traditional medias and consumer habits are changing. Speed is of the essence and consumer targeting is imperative. Time effective, smart and cost effective activity has to be the priority in this market.

Mark Mellor, Managing Director of Firefly

The defining of target media is getting more effective, through use of tools like TGI and the auditing of media websites. However, some clients and their Boards will always define target media on entirely emotional and subjective terms, so there'll never be a substitute for the great national headline or broadcast news story, regardless of who it reaches.

 

QUESTIONS

Do clients put a disproportionate emphasis on coverage in national papers and television?

  • No - 42%
  • Yes - 58%

What is happening to client organisations' ability to effectively target customers?

  • Effective targeting is increasingly difficult? - 31%
  • No different - 19%
  • Targeting is increasingly effective - 50%
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