White Papers

The One-to-One Future

In "The One-to-One Future, Building Relationships One Customer at a Time," Don Peppers and Martha Rogers talk about the importance of knowing as much as possible about your target customer, so you can provide information and products that appeal to their specific and unique interests. This type of knowledge base is important in P.R., as well. If you provide news releases to journalists that appeals to their specific interests, they are more likely to use your news, and they will respect you more as a P.R. professional. For example, if you are publicizing a hotel property that has just hired a new chef, it is appropriate to send a release to the business editor of the local paper and to the restaurant/hospitality trade publications. But don't send the release to every travel editor in the country. They won't be interested, and they'll resent you for clogging up their mailbox.

"The One to One Future" offers great information about marketing in the age of databases and websites. It helps you think about your relationship with your customer and how you can tailor your information and product delivery in a customized fashion. Mass marketing is dead. So is Mass P.R.

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