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An Idea A Day by David Thompson

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PUBLIC RELATIONS

MOVE FROM THE GENERAL TO THE PARTICULAR

Jim Blythe

COMPANIES, AND MARKETERS in particular, are prone to lumping people together in categories. Marketers are great at talking about “the consumer” as if it is one person, finance people talk about “the shareholders” or “the creditors,” and (crucially) HR people talk about “the staff.” Obviously we need to do this much of the time, if only because it makes conversation easier, but it pays to remember that each of these people thinks of themselves as an individual.

Sometimes it is possible to emphasize this in PR, even though most PR operates through mass media.

The idea

BUPA (the ...

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