Butter or margarine? Do whole-grain products get fat? Does eating fruit as a dessert make you fat? We dissemble false myths of nutrition for the World Day of Digestive Health that we celebrated on May 29, an initiative promoted in Spain by the Spanish Foundation of the Digestive System (FEAD). Each year, this day is devoted to the dissemination and awareness on a relevant issue of public health and digestive system.
We think the same as Larry Fink, president of BlackRock, who in a letter addressed last April 10 to the presidents of the largest companies in the world, invited them to “the creation of long-term value”. Fink criticizes entrepreneurs who have neglected investment in innovation, training their employees or capital expenditures that are not necessary to maintain long-term growth.
“Public Relations (or Communication) should advise on this long-term path. Fink insists that companies pay attention to the investors who qualified him as “long-term owners” and to ignore the most speculative investors. How is this “long-term” path constructed? Children and young people who are now between 4 and 21 years of age have a concern that worries the world: molded by technology, but more by austerity policies, worried about not being indebted, altruistic, politically sensitized by economic inequality and social, disillusioned with traditional politics and willing to help whoever does it; We will have to think about new strategies for which we have developed so far to convince them to buy our brand.
What if they do not recommend it to us? Fink we begin to react? Could it be good advice that reaches the maximum of public relations that tells us “do well and make it know”, as we think, is still in full force and even, we would dare to describe as “fashionable”?
There is Marketing, there is Public Relations and there are opinion leaders.
Wikipedia makes it clear to us: “Public Relations (…) are a set of communication actions coordinated and sustained over time, whose main objective is public links with different audiences, techniques and instruments (…). ) advertising, marketing, journalism, among other branches and professions Google defines Marketing: A set of tools and studies that aim to improve the marketing of a product.
Therefore, when it comes to influencer marketing, we refer to a communication strategy aimed at opinion leaders to promote sales. Of all life, come on! I have read these days, precisely on the Internet: “Influencers marketing does not stop ringing in our ears like the typical fashion term that has been installed by professionals of marketing and communication for just a year. However, (…) these practices are not so recent for many of these professionals, and some data have not stopped surprising us by the degree of maturity that already exists around this discipline. ” Well, talking about influencer marketing is just a fashion term. Because, it is a mature discipline: we practiced Public Relations with this name since 1822 and the birth of Marketing can be placed between 1730 and 1820, more or less.
¿Ivy Lee o Edwad Bernays? Ivy Lee or Edwad Bernays? I do not clarify who said that: “do it well and let it know” it is which Public Relations are based. What we real know is that in the last century – Ivy Lee founded the first PR office in New York in 1904 – we have focused our efforts on the second part of copulative: on “making it known”.
For “making it known” we have invented and used a multitude of communication tools, and with more or less interest (normally depending on the degree of “sale” that our communication should have reached), we have valued the feedback of our target audience. That is, if we addressed the customer much more than if we addressed the company’s employees.
What happens in the XXI century? The paradigm has changed. We must emphasize Public Relations in the “doing it right” because the great public square that is today Internet and its powerful Social Networks collect (without our asking) the public opinion in the raw and this is published ipso facto at the mercy of all our public without us being able to remedy it. Examples, many.
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