Using public relations is more often about making an emotional appeal to your audience rather than addressing only logic.The use of hybrid cars, better health care, more medical research, more accountability in government, and safe playgrounds are all issues that have benefited from an emotional appeal using public relations.Does your product or service hit them right in the heart when it counts? During a natural disaster, for example, can you provide help? Are you a radio station with information, a facility with shelter and food, or a company that offers medical assistance or transportation? (Think of snow days in which people with SUVs race to hospitals, shuttling doctors and nurses to work.)Whatever you are promoting, you need to explain to your audiences on an emotional level how it benefits them or others they care about. Every good product, every good service is, at its heart, a means by which to help people live, work, or play better. As retailers know, what they sell are benefits, not features.Travel agents sell adventure, discovery, education, and relaxation (not trips); movie theaters sell escape, romance, and excitement; software makers sell efficiency and convenience; jewelers sell glamour and love; home builders sell the concept of […]

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