Taking it further from where I left it the last time, Stalagmite Theory could well be how Public Relations slowly progresses towards creating opinions and influences mass values. According to Stalagmite theory, mediated experiences induce long term effects that are very difficult to measure. Fair enough..I wouldn’t delve into measurements and evaluation of PR now anyways, since that almost is a topic worthy of its own space and discussion. Meaning theory and Cultivation theory are two most significant theories. In today’s blog I stick to Meaning Theory, one of the theories of Stalagmite Theory.

We all are aware that every little byte of information, every little ink and sound of media delivery is an experience by itself and each one of us is absorbing it, consciously, sub consciously to create our own versions of how the world is and appears to be. That is basically the formation of an opinion, the molding of our thoughts by so called external sources to create a point of view.

Now, what do you think we are doing in this business of PR? Moulding thougts, throwing in key words at the right places for the right audiences to read, watch and hear. Bombard them again and again and again in myriad ways till we are sure that the recipient can take no more and then we take it to the next level of communication. It is a slow dripping process of communication.

A niche sector of say for example, Electronic Home Security. We don’t know who needs it, what people think about it, their reservations and apprehensions about technology and how safe and secure it can make them, it’s affordability et al. Now how would you engage the receiver of all your communication to suddenly get excited about something he never thought he needed. There was simply no reason for him to think it was meant for him all this while. Electronic Home Security…bah! I have two copllapsible doors, seven level lock systems, two security guard….what else do I need?!

Show the audience reason, then show him relevance, follow it up with awareness and knowledge about the technology, blend it with stories where mishaps could have been avoided if the security system was in place, give him choices and then give him assurance about the Company pioneering it. Let him know that whoever thought about an issue that existed even before the audience knew he wanted it, was a specialist. An expert who understands needs…human need of feeling safe!

And now you tell me if this is possible in a sudden spurt of aggressive communication? Or would it be effective? And let’s say you do manage the audience to pick up the product for himself…what about the Client or the organisation? Have you been able to portay your Client as a Voice of reason? Yeas, Voice of reasons….I need my Client to be known for that. And Meaning Theory which is a form of Stalagmite theory helps me to do that.

Much before Mass Media this organisation engaged PR. Since he knew that PR evolved people’s minds from making impulse decisions to well thought, constructive and assured decision making. The organisation I am talking about has engaged ATL communication strategy today but not without bolstering it with PR. And it is a bolster today, but PR was all they started with some four years ago…and the organisation has earned it’s place as a voice of reason, as a pioneer of innovaton and making safety available for everyone.

Cheers
Madhavi Mukherjee
Senior Consultant and Practice Head Media and Entertainment
Hanmer&Partners

Tech Tags: PR public+relations india