Forget the charm if junk hits the doormat

So, the Direct Marketing Association will launch a charm offensive to retrieve its reputation (MW last week)? Putting aside the obvious cheap jibe that it should consider promoting itself via direct mail, a point is being missed.

Sorry, but it ain’t gonna work, not in the long term. People are influenced by, in order of importance: direct experience, reputation and direct communication. Whatever message the DMA pushes, whether via PR or directly, is doomed to eventual failure if it contradicts consumers’ own experience. Chris Gordon might say “We must continually preach best practice,” but real action would be better than preaching.  

Good luck anyway, guys, but as long as junk mail continues to hit doormats, you’re just wasting your money.

Colin Appleby

Pilot PR

Richmond, Surrey

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