Avnet's Heather Vana Describes Communication Unification and Audiences on the Edge of Information Overload
"The most interesting shift I see right now is the concept of JOMO (joy of missing out) vs FOMO (fear of missing out) as people stop trying to stay on top of every little piece of information that is put out there. Audiences in the last few years wanted all the information they could access at their fingertips, but we are at a tipping point where people are starting to get overwhelmed. People are no longer willing to tolerate irrelevant junk." -- Heather Vana, Avnet
Vana suggests that there is an opportunity to be more focused and relevant by harnessing the connected technologies that are being powered by artificial intelligence, the Internet of Things and Big Data Analytics.
"The most interesting shift I see right now is the concept of JOMO (joy of missing out) vs FOMO (fear of missing out) as people stop trying to stay on top of every little piece of information that is put out there. Audiences in the last few years wanted all the information they could access at their fingertips, but we are at a tipping point where people are starting to get overwhelmed. People are no longer willing to tolerate irrelevant junk," says Vana.
As a career public relations professional with a background in industries ranging from animal welfare, telecommunications, financial services and technology, Vana believes that professional communicators can meet this challenge by helping audiences curate their own experiences. On the other hand, PR professionals cannot ignore their internal audience -- the client or organization -- which is equally important in efforts to provide end-to-end context across the communications value-chain.
"PR professionals are under more pressure than ever to provide value by taking the time to get to know the business or industry they are supporting. Reviewing financials, researching the competition, and following industry analysts' discussions are all activities that help PR professionals speak the same language of their business partners. This enables PR professionals to transform the discussion from a tactical focus on shiny objects into meaningful public conversations about strategic bets," says Vana.
During the opening panel for PRSA's 2018 InterSections Conference Vana will explore the topic of communication unification which Vana defines as ensuring focus and consistency across all of an organization's platforms -- social, digital, PR, and other marketing communications activities.
"This consistency in communication requires a new level of coordination and collaboration across all key corporate disciplines. It also involves developing a systematic methodology for capturing real-time feedback to optimize communications initiatives. As PR professionals we have to take the lead in coordinating the message from conception as we make sure to relay and monitor the process to reception by our intended audiences. It's the balance between being consistent and repetitious while acting as advocates for our audiences and the company we serve," says Vana.
To listen to full audio interview with Heather Vana visit: https://www.dropbox.com/
To learn more about the PRSA InterSections 2018 Conference in Anaheim, Calif., visit:
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