Public relations work has been for a long time about coverage, reach, impressions, mentions, airtime, share of voice, sentiment. Media value, specifically earned media value, was a huge success criterion.
That is changing.
Communications work, from PR, media relations to digital marketing and advertising, is no longer just about creating noise and generating exposure. Winning the battle in today’s attention-deficit world takes more than grabbing the audience’s interest.
Noise and exposure not the only crucial metrics
It is no longer just about who or what makes the loudest noise or is seen the most often. AVEs or advertising value equivalency has likewise ceased to be the key major currency. Campaigns and exposure can indeed shape public perception. And for the longest time that strategy worked.
But with authenticity and real connections the slogans of the times, the clash between perception and reality has become even more relentless. To come out on top — and stay there — PR companies and brands are realizing they must go beyond the usual metrics.
Many are recognizing that visibility and prominence do not necessarily guarantee reputation and trust. Brands and personalities with the most exposure are not always the strongest nor the most trusted.
The battle for attention is now about being known, understood and remembered. Sometimes too much noise, particularly one that is cluttered and random, can even work against a brand.
Intentionality the crunch point
What is intentionality today amid the pervasiveness of all sorts of content? How is intentionality in communication in general and content in particular measured?
Exchange of information with purpose and mindfulness. This is intentional communication at its core. Intentional content involves the crafting and sharing of content, regardless of format, medium or channel, with a specific goal in mind.
Besides having a purpose or objective, intentionality in communication and content requires conscious consideration of all aspects of the information exchange. From the message to the recipient of the message, there is planning and alignment.
In public relations, this calls for focus and proactiveness in order to achieve message or narrative consistency and clarity across campaign activities. If the communication strategy requires a set of content, each material must convey the same intended message.
Where does it go wrong?
Many would argue that any content, be it written, visual or audio, has a purpose. Even fake news has an objective, albeit misguided and detrimental.
So how does communication lose its intent? When is content without a purpose?
This happens when the main purpose is not clear enough nor guided by a distinct vision. In public relations, messaging that is not aligned with the overall communication strategy is unintentional communication.
Content produced mainly to sustain activity and presence is unintentional. This is true in the case of social media posts whose sole purpose is to meet calendars or schedules. It is volume over quality, and in many cases this fails to convey clarity of purpose.
Posts that are random and occasion- or bandwagon-driven do keep a brand’s social pages fresh and followers updated. But if they do not support the overarching message of that brand’s social media page, then they fail.
If the goal of content creation is impressions and buzz or noise, it will not work toward credibility building.
The same applies to trendjacking. Content is unintentional if the purpose is to merely chase trend and virality. It may broaden a brand’s reach but will do so with a diluted brand message.
The same is true with click-bait material. They may help with views and visibility. They may contribute to traffic generation and revenue growth, with the high number of clicks boosting not just popularity but algorithm pull.
These benefits do not last, however. And this is true for all similar content flooding the internet nowadays.
Content that is irrelevant or unusable offers little value. It will hook the reader for a bit but will eventually turn them off, even cause them to eventually abandon the page or site altogether.
Deceptive content compromises credibility and does not build trust.
Why intentionality matters more today
Intentional communication cuts through the noise. Focused, purposeful content guarantees value to the reader and as such helps in differentiating it from the clutter. It provides the audience with the option of quality material they can invest their time in. With the never-ending influx of content online, this makes all the difference for a lot of users.
Value-driven and strategic communication combats misinformation. Online content has become even more pervasive and its influence more potent. It has become harder to distinguish between meaningful, accurate content and misleading information online.
In public relations, where the presumption of corporate or brand spin hinders public confidence, purposeful communication and content can counter doubt and skepticism. It can ensure audiences that the narratives they get are true, accurate and reliable.
In this time of AI and always-on internet connectivity, communication that is strategic is the bedrock of success. Purposeful, deliberate and intentional communication is the best way forward, especially in public relations.
Intentionality in PR powers not only brand positioning but also reputation and crises management. Clarity in objectives and alignment in strategy promote a proactive approach in managing public perception than merely reacting to changes and sudden shocks. This intentionality yields storytelling tethered to a clear message, promoting consistency in messaging that then facilitates authority, connection and trust.
