Digital is always relevant in Public Affairs

I start off a number of presentations on digital PA with this image, slyly trying to pre-empt the inevitable i.e. PA professionals who have made one (if not both) the following assumptions:

  1. Digital is a mass-market, spray and pray medium
  2. Knowing your audience makes it easy to reach them

In truth, digital is not a spray and pray medium, by any stretch: it can be highly targeted. Think targeted social advertising leading to content specific to a niche audience. And having every audience member’s email address or phone number won’t help if they’re Googling you rather than picking up the phone or reading your emails.


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