Happy Groundhog Day!
Yesterday, as I perused Twitter, catching up on a day’s worth of tweets from friends and followers, I stumbled across this message: “There is very little that is more gratuitous than a vendor email that shouts ‘Happy Groundhog Day!’”
Whether or not you agree with this tweet, it raises the question: how much is too much?
As PR practitioners (or vendors, consultants, strategists, etc.), we need to remember that our emotions (and actions) sometimes speak louder than our words. While showing emotion toward a client is extremely important, we must remember that each client is unique. Each person is unique. And each interaction is unique. Not everyone is going to fit into the same box.
So, how much is too much? The answer is: there is no right answer. As we form relationships with our clients, media contacts and industry partners we become familiar with each of their communication needs, and respond accordingly.
This also makes me think of last week’s SCPRSA meeting that Caitlin and I attended. Our speaker, Jennifer Sutton, discussed the six factors necessary for a successful presentation.
Can you guess the most important factor? Emotion.
Emotional appeal is the number one reason people respond to our message, so we must be sure to get it right the first time. Know your audience, and channel your emotion in a way that they will respond to positively.
So, where do we draw the line between enthusiastic and gratuitous? What do you think? We’d love to know!