As public relations professional we are constantly extolling the virtues of listening to the public.
Sadly, many brands feel most comfortable being A-type personalities and feel as if they must own the marketing room whenever they decide to walk into it. What does the public want? Why, we’ll tell them what they want. Though this strategy exudes confidence, it also requires significant energy and a product and service to back up a grandiose brand promise.
Telling the public what they want is like teaching a cat to play golf. Cats don’t like to play golf. Cats like to do cat things. The public likes do public things. And what does the public like to do? Put french fries in its burgers. In fact, the public has been sticking french fries in its burgers since the 1970s at least, and probably long before then.
Burger King, exercising our sage advice that it is always a good idea to listen to the public, to study the public, to talk to the public and hold the public’s hand and ask if everything is okay, and then go back to corporate headquarters and start brainstorming PR strategies and marketing campaigns. The public will show you what they want; brands just have to pay attention. Read more