The amount of information coming at people today from all lines of sight is unprecedented. With this volume comes misinformation and disinformation, feelings of being overwhelmed, and often, a desire to escape. Economist-psychologist, Herbert A. Simon, noted the link between information overload and attention scarcity saying, ‘a wealth of information creates a poverty of attention.’
On the flip side, every eyeball, share, like or any form of engagement with news articles, commentary, video or social post is counted, valued and treated as the precious currency it is. Michael Goldhaber explained it this way: “Obtaining attention is a form of wealth that puts you in a preferred position.”
We’re living in an attention economy.
What should communicators working on building positive, sustainable corporate reputations do then to capture the attention, hearts, and minds of stakeholders? How should communicators address decreasing trust as well as reduced interest and desire to focus?
I propose a two-part solution: 1) reframing the goal of communications to be attractive instead of promotional; and 2) benefit-centricity, ideas I discussed at length with Nikhil Dey, Executive Director at Adfactors PR, founder of soul2sole coaching, and fellow columnist at Reputation Today.
Attraction Vs promotion
Promotion is one-way communication, a ‘push’ of information via any one or collection of channels. Even if beautifully packaged, promotion delivers information that demands to be seen or heard. From the perspective of the target audience, it is a receipt of one side of a story.
Viewed positively, promotion can inspire curiosity. Create awareness. Make an offer. Promotion can also drive an action, whether information seeking or something more. But promotion also asks for stakeholder time, attention and consideration without regard to their schedule, need, or reflection of what’s on their minds. As a result, promotion can be perceived as irritating. Unsolicited. Something to be ignored.
Attraction, on the other hand, is when the information offered is considered and demonstrated in more than one perspective. It pulls the audience in, leads to a mutual desire to connect, and operates on a different rhythm. It feels more audience-friendly, more relaxed. Follow up communication once attraction is established results in the receipt of information that is anticipated, desired, wanted. Part of an organic dialogue.
In our work with Jacob Stahl healthcare clients, we know we’ve achieved ‘attraction’ when our measurements reveal certain signs. Of course, if the goal is sales, then we measure that. Same with participation in webinars, podcasts, and other events, and earned media success in target publications. But just as often, we’re looking for other, valuable, metrics such as when our stakeholders share the content on their own social media channels and raise their hands to be involved in communications. When participants in one of our programs exchange information about it on their own and when they provide positive feedback. And when they take the desired action: visits to the company website and change behavior. Another very satisfying ‘attraction’ metric is when clients receive positive feedback directly and hear from colleagues, peers, even old university friends. This happens!
Benefit-centricity
During our consultancy brainstorms, we put ourselves in the shoes of the target audience and ask ourselves, What’s In It (an idea, a campaign, an offer, a video) for Me? So, you can imagine my surprise and delight when Nikhil said he advises his own clients to tune into the ‘WIFFM radio station’ when considering the messaging of a reputation effort. What’s playing on the WIFFM station? Ways companies and leaders should think about delivering something stakeholders need or want. That educates and offers value. Things that benefit them.
Active listening is a key element of benefit-centricity —through AI and predictive analytics, the news, surveys, as well as the old-school ‘ear to the ground’ that comes from strong relationships. The result is the identification of what it is about the company, its products and leadership that matters most to stakeholders. With this knowledge and understanding, communicators can build benefit-centric corporate reputations on solid ground and will capture positive attention.
Finally, to be authentic, benefit-centric communications must show and reflect the ‘inner soul’ of the company and its leaders. As Nikhil said, ‘companies must wear clothes that fit.’ Communicators also help leaders find their voices.
Now’s the time
Now has never been a better time in India for building corporate reputation through attractive, trusted, benefit-centric content and communications.
“Aspiration has always been there,” said Nikhil. “Companies have always wanted to shout from the rooftops all the important things taking place, being done. But the timing is now for Indian companies to flip the narrative – how are we being of service to our audiences. How are we helping them achieve their goals, lead better lives? The spotlight is on us. We’ve got the momentum.”
Helping companies build positive reputations and keep them in an attention economy requires communications practitioners to be authors of ‘action and goodness’ – such a nice phrase from Nikhil.
It’s about creating opportunities for leaders and companies to express opinions on issues that matter in the lives of stakeholders vs talking about themselves or their latest achievements. Instead, focus on how those achievements impact lives. Now that’s attractive.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.
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