Direct communication is not a far-fetched solution

Jeff Seguin’s dogs, Jake and TedTo a dog, the tennis ball might be as iconic an image as the Pepsi, Nike or Apple logos are to humans. Part of the dog’s desire to play with the ball might just be due to its natural drive to chase. But, that desire is likely heightened by the way we humans — as dog owners — have marketed the ball to our pets. Taking note of the way we communicate to our dogs can remind us of some of the basics we use to communicate with consumers.

Recently, several dog owners from our agency gathered for a play date at a local dog park. It was a great opportunity for the dogs to play with some new friends, and for the people to meet the furry family members our co-workers are always talking about. But it also was interesting to observe the kind of communication skills we hone with our pets and how those same communication techniques could be applied in advertising and public relations.

As soon as a tennis ball came out, several of the dogs were ready to go. They knew what the ball meant — that it would be thrown, and they would have the opportunity to race toward it and bring it back. Certain breeds seem to always want to play fetch, but dogs that are really great at it have been taught exactly what the game means. Those dogs pay close attention to the person with the ball, keep their eyes on the ball as it’s tossed, bring the ball back to the thrower and release it on command so the game can continue.

Here I must admit that my own dog does not have a success rate of 100 percent. But in all likelihood, her shortcomings are due to my failure to communicate effectively. Dogs listen best when communicated with directly in short, clear commands that tell them exactly what to do. My inconsistent communication style allowed my dog to get distracted by other dogs or people, and then I’d lost her attention and focus.

This basic principle is the same in advertising and public relations. We don’t want to get lost in the clutter, so we’re always trying to find ways to be new and innovative. While we should strive to stay relevant and fresh, we also should remember to strike a balance with clear, consistent messages. This will help our audiences remember not only who we are but what we’re trying to communicate.

During our dog park play date, we were able to refocus our dogs by sticking to the short, simple commands that work best. So the next time your audience doesn’t respond as planned, consider this — Did you let them get distracted?