Deleting Users, Audience, and Messages from PR and Social Media

• August 13, 2007
• 9 Comments

Attention PR and practicing Social Media professionals, step away from using “messages” to target “users” and “audience.” They are no longer filling the theaters, stadiums, and auditoriums to hear from marketers.

I’ve been in tech PR since 91 and have been also guilty of using such terminology. Back in the day, users really were users in the tech business and when we were researching who they were, they would ultimately become the audience for our marketing initatives. Not everyone (aka potential customers) was tech savvy at the time, so referring to “people” just didn’t cut it. And, it was never intended to be naive nor deragatory, it simply was a specific and effective category.