PR Geek Talk

Today, I accompanied a client to a luncheon at the CNN Grill, a bar and restaurant adjacent to the Pepsi Center where the Democrats are holding most of the convention this week. CNN has rented the facility for the duration of the convention and completely converted it for their use. The conversion, layout and how CNN is using this place is a fascinating story I will relate later. For now, I am going to focus on the interesting comments CNN staff and correspondents made.

CNN has invested more money and effort into covering politics in our country than any other news entity. So, when they offer an opinion about trends in how candidates and organizations communicate, this PR guy listens. The CNN folks are adamant this campaign season has seen more than large numbers of votes cast and increased interest by the public. How messages are packaged and delivered, and how news outlets like CNN report are changing as well.

I had a couple of conversations with CNN insiders following our visit. They are convinced that organizations who combine technology (Internet trends like blogging, YouTube, Facebook, etc.) with traditional tools (news releases, advertising, direct mail, etc.) are going to be effective. But, the organizations that are going to rise to the top of the heap are the ones that employ all of these by engaging the audience and giving them ownership in the process.

Whether you report the news, or are trying to make it; it is imperative you know your audience. They may demand information come to them quickly. They may want it in small bites, but they want to be able to look deeper as well. As CNN’s John King’s infamous election board proves, people want quick visuals, but they also want in-depth data. CNN has to give them both. Organizations that are selling products or advancing an issue have to do the same. The public wants clear concise messages, but deeper information must be readily accessible as well.

CNN is winning many of television’s rating wars these days - they must be on to something. But, what I walked away with was an excellent reminder lesson in effective communication. You can invest in technology, buy ads and churn out well written news releases, but if you do not know what your audience wants and deliver it to them in way that is usable, they may very well ignore you.