relationship with your audience by reinforcing past messages without being repetitive . In the tourism space , this is about staying front of mind with potential clients .
JC : To paraphrase Sun Tszu ’ s saying ‘ know your enemy ’, I have always said to my clients that it is key to effective communications to understand their publics , especially given the multiplicity of communications ’ options now available .
BB : I agree . These days , audiences are getting their news and entertainment from so many different media platforms that it can be hard for them to know which source to trust . Individuals are subjected to so much marketing – directly or indirectly – on a daily basis and it makes sense that understanding your audience ’ s needs and knowing which platforms best suit your communications strategy , all of which will help you to deliver the right message and retain your credibility .
JC : The Sandton Sun , Pearl Valley and Fancourt all use a mix of media , so I asked Damian Wrigley from Pearl Valley if there will be any particular focus for him as we look to rebuild in the golf sector and as we learn to live with the pandemic and its fallout
DW : As an estate , lifestyle , golf and accommodation offering a big focus is to remain relevant , top of mind and positive in our communication . Our approach throughout the various levels of lock down was to continue to put out content . The key reason for this is that we wanted to remain top of mind , through our various platforms and keep the dialogue open with our residents , local SA golfers , tour operators and international golfers .
JC : How do you feel that a call to action can manifest itself most effectively for you and could you give us three examples ?
DW : Three examples would be : Destination Golf Travel – this publication is particularly effective as a shop window , but becomes even more so when we combine our presence as a venue with a tour or event . All our various social media platforms , Facebook and Instagram as well as our website and engagement though our data base . With PR – I have always enjoyed your approach to this particular layer as you promote the venue in terms of your discussions , without allowing the copy to slide into the advertorial , which would completely dilute its value .
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