The ROI drama

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Read an article recently on how ROI was the most important aspect of business. And chanced upon a sentence that went:

“What clients really want is to be shown the money”

Interesting and appalling at the same time. If all that clients were interested in was the reaping of profits why would PR people lose sleep over complicated strategies and market research and press kits? it reminded me of an episode in the fourth installment of the Harry Potter franchise: Harry Potter and the Goblet of Fire. During the Quidditch World Cup (an awesome game as HP fans would know) the participating teams are egged on by their respective mascots. Tiny green leprechauns begin showering gold coins onto the thousands who have gathered to watch the game. Their motive being the garnering of support for their team. People scramble over themselves to hoard the falling gold. If the statement above is to be believed, this is an excellent PR tactic. Who wouldn’t want to support a team that gave them gold?! If customers get incentives to like the client, they’ll stick on. Or at least that is what some believe. The catch in the mascots’ PR trick being that it was all leprechaun’s gold and would disappear after some time. It is the same drawback that affects clients who try to bribe and woo customers. Money just doesn’t last, reputation does.

The way that customers are influenced by the client’s behavior, the goodwill they can rake in and their genuineness of their corporate social responsibility endeavors all matter in the long run. Media expertise and concise content can work wonders if the client is sure of what to tell the audience. Clients have to arrive at a clear understanding of what their prerequisite is: money or goodwill. Unless they prioritize their needs and come to terms with the fact that monetary profit is indirect and secondary, PR isn’t going to do them the world of good it otherwise does!

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