It’s important that you know your client. Understanding the client is key. Having open communication between the PR agent and the client is a major part of communication. But knowing the client isn’t the only person the PR people need to know. They also need to know their audience.
In the news this past week Hacienda Mexican Restaurant posted billboards in Indiana that attempted to be humorous with a cult, mass-death reference. (Picture can be seen below.)
Within two weeks of billboards being posted they were removed due to excessive complaints. Apparently, Hacienda didn’t know their audience.
“The use of such a sad event, the mass suicide of a cult, probably was inappropriate in Hacienda’s advertising campaign. Although the reference was used in a clever and humorous way, the billboard still crossed a line because it offended Hacienda’s potential customers. A billboard advertisement, controversial or not, should appeal to the population it’s trying to reach.”
So if you’re planning on advertising for a client, make sure you know the audience they want to appeal to.
Muffy Lavens 