Some things never change
Like the way PRs drone on about PESO
Some things stay the same
Like the way no one else cares
Apologies to the good people at Disney for massacring this classic from Frozen 2, but it’s a fitting example of popular culture helping to capture a truth.
Comms folk have talked about PESO, and their place in it, for a very long time. Arguably, it’s important to know what you do, where your specialism is, and your place in the wider marketing and PR mix. But it’s not all about you, at least not in the eyes of customers or stakeholders or whoever it is your work is seeking to engage.
Moreover, it’s a pointless conversation. Pick a spot and own it. Pick lots of spots and own them all. The act of doing is more important than the act of stating.
What matters, like really really matters, is your contribution to achieving whatever it is you’re supposed to be helping to achieve.
Consumer campaign? Sell the widgets. Not your job to be selling the widgets? Then move people along the widget purchasing funnel. Move them from unaware to aware. Or from “I might buy it one day” to “I might buy it one day soon”. However marginal the shuffle, shuffle them along.
Lobbyist? Can you move stakeholders from thinking your issue is kind of important to really quite important indeed?
The media you use isn’t the important thing. It’s just the tool you use to deliver outcomes. Organise your toolbox however you want. But let’s all agree to stop talking about it.