What August Holiday?
17th Aug 2010
"With many clients away in deepest darkest August, we are busy cracking on with communications research in order to hit the ground running in the autumn.
Corporate communications advisers can no longer take an armchair approach to developing client programmes. The 'gifted amateurs' of the past, who relied on pure creativity and flair to develop strategy, are - well - of the past.
Modern communications research is a hard graft, where you identify all the people your clients need to get on with. You get into the mindsets of those people, understand their aspirations and motivations, and plot backwards to work out what your clients should be saying to them and how.
This takes us away from the land of back of envelope assumptions and into the kingdom of focus groups and polling. It also brings us to theories of social psychology - what makes people act in different ways to different stimuli.
So we thank our clients for going on holiday and letting us get on with this strategic planning, and we look forward to their being pleased to see the results on their return."