Quantum PR's Blog

You Talking to Me? – The Importance of Audience-Specific Content

Producing one-size-fits-all, generic content is quick and simple. It’s also incredibly ineffective and likely to do you more reputational damage than deliver positive marketing/sales results.

This is because by attempting to speak to all audiences at the same time it is actually connecting with none of them.

So what may have started out as a simple and positive marketing activity has actually turned people against the brand and its products/services.

The way to avoid this is to ensure that all communications content is tailored for each target audience, making it relevant, relatable and engaging.

By creating audience-specific content you are demonstrating that you understand who your customers are, why they purchase your products/services and that you value them enough to reach out to them directly.

To find out how we can help you identify your target audiences and build positive two-way channels of communication contact us today by calling 01233 500200 or emailing info@quantumpr.co.uk.

National Park refuses exploratory drilling plan

The South Downs National Park Authority has rejected Celtique Energie’s proposal to explore for shale oil and gas in Fernhurst, West Sussex. The company had submitted an application for the temporary installation of a well and associated infrastructure.

The Authority’s Chair said that the application had failed to demonstrate the exceptional circumstances which would merit its approval within the protected landscape of the South Downs. It also said that it hadn’t shown how it would be in the public interest.

By contrast, in a statement on the Celtique Energie website, CEO, Geoff Davies said: “We are disappointed by today’s decision by the South Downs National Park Authority (SDNPA). However, we are not surprised, given the SDNPA’s public stance regarding oil and gas exploration in National Parks, both in Sussex and elsewhere.

“National planning guidance clearly states that planning for the supply of minerals has a number of special characteristics that are not present in other developments. We believe SDNPA officers appear to have made their recommendation and the committee appears to have made its decision based on a subjective and unjustified interpretation of planning guidance.

The decision fails to take into consideration the importance of this project to the nation and the comprehensive steps Celtique would be taking to ensure that all exploration work would be done sensitively during the very temporary period we would be working in the National Park.

“From our detailed studies we believe that this is the best available location to undertake exploratory drilling to quantify the amount of untapped oil or gas resources present in this part of the Weald Basin, which we think has the potential to be nationally significant.

“It seems wrong in these highly uncertain geopolitical times that the national and public interest can be given such low priority. If we are not even allowed to explore it will not be possible to prove how significant this resource could be for the country.”

Click here (http://www.celtiqueenergie.com/article.php?id=54) to read the full statement. We’ll be watching with interest to see what next steps the Celtique team take.

What’s the story with climate change?

In the last week team Quantum has attended three ‘sustainability’ conferences in quick succession. They’re full (in the main) of people like us that truly believe in the commercial, environmental and essential nature of energy efficiencies and innovations.

However, our own trade magazine – PR Week – (which you may not come across) tells a different story. The lead article this month asks why warnings about climate change are going unheeded and asks what more should be done to change behaviours. You can read the article here http://www.prweek.com/uk/specialreportclimatechange

The trouble is, when you attend sustainable-focused events such as the Low Carbon Vehicle Exhibition (definitely worth the trip to Millbrook), RWM (a calendar stalwart) and a new one for us, the Low Carbon Kent event, climate change is a given – and the discussion is more about what actions are needed next.

However, come back out of the sustainability bubble and it’s a different world with climate scepticism lurking around almost every corner. To achieve the carbon emission behavioural changes we want (need), as communicators we need to concentrate more on the motivations of nay sayers. If climate change doesn’t motivate them to make the change – then I’m in little doubt that economic efficiencies will.

Money talks – so let’s highlight the cost benefits before we talk about the environment. That way we might all get the outcome we’re seeking.

Don’t mess with our recycling

Most householders “get” recycling. What they don’t understand is why those in charge of the process need to keep messing with collection methods.

With the EU’s revised Waste Framework Directive coming in to force in January 2015, there is a (kind of) requirement for local authorities to collect paper, metal, plastic and paper separately. There are, however, exceptions. The changes are only necessary where they “facilitate or improve recovery” and are “technically, environmentally, and economically practicable”.

Industry is responding to that clarity accordingly, by considering, discussing and publishing their thoughts on how they can best meet the amended Waste Regulations. This debate is naturally filtering back to those people that have accepted recycling as part of their everyday responsibility: householders. And do they really get it? Do they heck!

Outside of the industry, what impact are the changes having and how can we sensibly communicate these to a public that, although supportive of recycling as a concept, is also confused by the processes employed to deliver it?

Leaving aside the obvious Daily Mail multi-bin headlines, it’s interesting to look at the impacts at a local level.

For example, in July the Leicester Mercury published an article with the headline “Incorrect recycling set to end up in landfill sites”. The item warned residents that failure to recycle properly could result in loads containing the wrong materials being rejected and sent to landfill. It could also see the authority struggle to maintain its rank as the 2nd highest recycling authority – as a result of the new legislation.

You’d be excused for thinking that Leicester was about to change its collection methods. In fact, it was simply issuing a bin sticker to help householders comply with the new regulations. But that message was secondary to the threat of the perceived difficulty of compliance with new regulations.

Over and over again, we hear that communications about recycling need to be better. Why then, are we letting industry legislation affect householder perceptions, again?

As a sector we need to keep our messages simple and provide the public with the transparent information about where their recycled materials go and what they are used for. Only then will they trust us, the industry professionals, to make the right decisions when it comes to legislation.