|Gardening or social media?|
Skerik’s fundamental point is that it’s better to carefully tend a garden/social media outlet than attack it with a rampant lawnmower. The same is true of any marketing function that requires relationship building to be a success.
In technical PR, we carefully cultivate our relationships with journalists, bloggers and other key influencers. In sales, we carefully build core groups of potential customers and even in mass marketing, we carefully analyse and manage the segmentation of our audiences.
Or at least we should.
In engineering PR and marketing I see the blunt instrument employed far too often; buy this advert without thinking, bang out this press release without any thought and send our newsletter to as many people as possible.
So, if you feel like making a resolution half way through the year, let this be it; take a leaf out of Skerik’s book and become a gardener.
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