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Action: The Only Communications Measure That Counts

Written By Communication on Thursday, December 10, 2009 | 1:48 PM


By Fard Johnmar

The purpose of a communications effort (e.g., advertising, public relations) is to
motivate people to action. If it hasn’t, it has failed. The bottom line is this: action
is the only communications measure that counts.

Advertising and public relations can prompt action in different ways. A successful
advertisement can intrigue, beguile or excite. These feelings can motivate a person
to purchase or use a product or service.

Public relations can create a favorable environment and generate interest for a
product or service. News reports, reviews or other coverage by a credible third
party can motivate people to investigate or purchase a company’s wares.

Pharmaceutical giant Pfizer conducted a highly successful communications
campaign to support the launch of its anti-impotence medication Viagra. Public
relations generated media coverage that legitimized the issue of erectile dysfunction
and prompted men to seek help for the condition. Publicity for Viagra translated
into millions of prescriptions.

Pfizer’s advertising efforts helped to extend the impact of the public relations
campaign. Pfizer produced a series of famous commercials featuring former
senator and presidential candidate Bob Dole. The controversial advertisements
extended the national dialogue about erectile dysfunction and further boosted
Viagra’s sales.

Is Your Communications Campaign Motivating People?

There are many ways to measure whether a communications campaign is motivating
people to action. Some of these include:

* Sales Or Service Utilization: The amount of people using or purchasing a product
or service.

* Web site Visits: The number of visits to a Web site generated by a
communications campaign.

* Event Attendance: The amount of people attending an event in response to
campaign-related messages.

* “Buzz”: Whether the communications campaign is generating commentary about
the product or service in informal channels (e.g., blogs, podcasts, chat rooms and
word-of-mouth).

The fact is, action = success, inaction = failure. When it comes to communications
measurement, action is the most important criterion.

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