Opinion: use your graduates

As a PR professional, do you feel truly confident that you know just who your public is and, therefore, how to reach them?

Laura Oliphant: use your graduates
Laura Oliphant: use your graduates

Perhaps, like a large sector of the industry, you’re just a little bit guilty of complacency. Think about it. When was the last time you sat in research groups – the ad industy’s bread and butter –  or immersed yourself online getting an unimpinged slice of what they’re really saying and feeling about your client?
In the spirit of sharing, here’s a freebie – ask your fresh graduates about their perceptions of the public.  They might surprise you.
Your graduates will think differently to you because they are fundamentally different to you. They aren’t constrained by the baggage of experience or wedded to the tried and tested. They’ve grown up in a digital world so they’re comfortable using the latest technology to dig for insights and with building relationships with complete strangers.  
Ask them to read all the blogs, to find out what the smart thinkers are debating.  Ask them for a point of view on content, on spreadable media, on engagement, on influence, on the role of digital PR versus social media.
They’re optimistic about the future of the communications industry.  They know that they’ve joined at an incredibly exciting time in its evolution. So, give them this opportunity and they’ll bring you insights about influencing your public that you would have missed.  
In turn, you’ll be able to add your own expertise and together, you will have a truly fresh perspective, which is what clients are always looking for.

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