Editor’s Note:  I will continue to populate this page with a study on media and advertising communications in Lincoln County.  In the coming months I’ll  begin to breakdown all the organizations and options including thoughts on social media.  We have a unique opportunity to share our diverse “local” culture with each other.  And, hopefully:  empower, uplift and educate along the way.

Kim C. Korn’s thoughts on the book,  Authenticity: What Consumers Really Want.  “The book builds the case for authenticity as a dominate consumer sensibility. From there, the construct framing the realness and fakeness of economic offerings forms the foundation for all that follows. Rendering authenticity takes authenticity out of the realm of ambiguity and into the realm of explicit definition. This process addresses the essence of business-organization identity and the underpinnings of the value of its offerings. The author’s approach to rendering authenticity is a uniquely substantive approach to 1) exploring and defining your identity, what it is “you will be true to”, 2) defining your total offering “to be what it says it is,” and 3) the possibility of joining these two together for greater synergy, forming a more powerful authentic offering.”

The Communications Landscape

Can you imagine living in a more media driven society and culture? We pump out massive amounts of  art, film, music, literature, advertising and information.  We are highly engaged in watching, listening, reading and playing in this exponentially growing database of human experience.

Generally, one might consider art an effort to communicate a point of view.  Advertising tends to suggest:  “might you try our product or service… ?”  Not surprisingly,  some of the most proficient artists are employed by creating ads.  Check out Art and Copy.  A insightful documentary on the evolution of the modern advertising industry.  What’s interesting to learn is that artists and copy directors rarely worked in the same room up until the late 1960′s.  Copy was generated and then passed to the art director with a “insert logo here” workflow.  As the industry evolved the two disciplines merged and,  as a result,  changed the game from boring and sterile to manipulative and engaging.

Fast forward to 2012.  Modern digital tools are at the fingertips of those that own personal computer devices. We can self publish and with fair ease.  This can empower the small business  to advocate its personal message and usher the continued return to authenticity.

An effective communications strategy just takes a little thinking and tinkering to be heard.  Here are some frequently asked questions that I hear most often.

What should I do to prepare for marketing, public relations and advertising?

It’s really important to define your mission and what it is about your identity that makes you unique and authentic. Often ad agencies speak of creating your “brand identity.”

Generally, a logo, content for a web site, and defining a call to action are a great place to start.

As consumers we want a positive and quality experience. When this experience is preceded by a story from a friend, a advertisement or from positive feedback in a customer rating – the continuity of gratification is complete. It’s this positive feedback loop of communication that gives us hope that there is still truth in advertising and validity to the media.

However, an amazing logo, a beautiful web site and a huge advertising budget don’t create business longevity and sustainability. So, let’s do what we say and say what we do.

What is the most effective communications medium?

Practically speaking there no medium that is the MOST effective.  Radio, print, internet, television, word of mouth… they can all potentially strike a chord with the public in a meaningful way. Budgetary considerations may dictate which medium you are using.  The desired audience demographic will also determine which medium or combinations of mediums are most useful.

How does public relations (PR) fit into the communications paradigm?

Before we paid for advertising – there was PR.  Sharing ideas with family, friends, neighbors and the community. Public relations is telling people you know and telling people you meet the latest and greatest stuff worth knowing.

PR can begin with knocking on doors. But, much of the time it consists of sending a media/press release to select organizations, magazines, newspapers and radio stations.  PR is also posting the same information on Facebook, your blog, or sending a group email to your social network.

The key to a successful PR is writing with clear, simple and meaningful language.  (Even if the information does apply or appeal to person x, person x should understand why it’s important to person y.)  In other words, make the value of the information clear so anyone can determine why there is relevance in your message to the overall community.

MORE TO COME…