Very
soon research based campaigns will be a must for political parties to run the
current democracy consisting of vigilant audience. Not only politics,
audience-research is going to become the pre-requisite for any profession to
successfully survive. After all, before you sell, you must know who your buyers
are. That was the message what Dilip Cherrian, an image guru who owns one of
the leading Public Relations firm named Perfect Relations, conveyed through his
orientation lecture at Indian Institute of Mass Communication, New Delhi.
Mr.
Cherrian, in fact, himself began his speech with quick audience-research in
order to weave his thought-threads for the gathering sitting before him.
Sensing the changing perceptions of today’s audience, he also enumerated three
components what audience will be expecting from producers and which are
veracity, understandability and stretch. To elaborate, in the Babel of voices
around an authentic produce, easily understandable, something which stretches
knowledge-span is what will cater to the interests of emerging audience. Thus,
the crux of his entire lecture can be surmised in following words: “Slice
your audience and press the button which wins you most of them.”
Tidbits:
1)
He advised that being a budding journalist, each mass
com student has to have a say on at least three stories in a day. Not just a
verbal say but a flash on social media is also required.
2)
He defined the word ‘strategy’. The pre-requisite to
strategize is to know your enemy and then proceed with planned and healthy
combat.
3)
There is hearsay about three key components of running
a restaurant and which are location, location, location. In the vein of it,
three key ingredients for being a successful journalist is Research,
Research, Research.
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