As public relations practitioners, when we think about getting our messages out to the public we usually refer to AIDA; raising awareness, holding interest, creating desire, taking action. This concept to drive messages towards an audience in order to raise awareness of issues which would, hopefully, lead to action.
If we look critically at the model, we see that this is more of the blanket method. The message is targeted at a general audience. In this way, we try to insure that everyone who sees it will resonate with it thus giving the message power. What we don’t realise is that by not customising our messages to a specific segment of the audience, we are sending out a broad message that may not have the desired affect.
But what if there’s a different way of making sure our messages go farther?