EDITORIAL: PR getting ’Closer to the Consumer’

’Editorial has impact on consumer perceptions!’

’Editorial has impact on consumer perceptions!’

It may be tempting to dismiss some of the findings of the Countrywide

Porter Novelli ’Closer to the Consumer’ survey as being only slightly

more insightful than Posh Spice explaining relativity to Albert


For example, the findings on ’free spirits’, or BC1 18- to 24-year-olds,

confirm what everyone working in youth marketing has said for years -

the youth market is difficult to pin down and consumption of mainstream

media is low.

There are also no surprises in the revelation that ’man of the moment’

(CPN’s version of ABC1 men aged 25-34) is unlikely to respond to reader

offers and coupons; or that ’make-do mums’ (25-40 C1/C2) watch daytime


But every person who is selling public relations services should welcome

the survey. Because what it does provide is hard evidence that public

relations does indeed affect the way consumers think and behave.

The PR industry is the real winner, as ’Closer to the Consumer’ adds to

the body of research that proves it is worth paying for good PR.

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