According to Google, micro moments are those times when a user thinks "I want to _______: know, go, do or buy" and behaves in such a way online that this instant need is gratified.
In a PRSA webinar co-sponsored by the S.I. Newhouse School of Public Communications, Martin Waxman, A.P.R., identified micro moments as those times of the day when people "reflexively turn to smartphones" to help satisfy a need ("Strategies for Mobile Communications").
During the course of his webinar, Waxman stressed the need for public relations practitioners to break through in a crowded internet minute by capitalizing on these micro moments. Here are just a few of his insights:
1. Grasp Time Pressure:
Syracuse University Professor Regina Luttrell said, "storytelling, emotional appeal and context... together trigger experiences that stay at the forefront of the consumer's mind" ("Social Media: How to Engage, Share, and Connect," p. 146).
For Waxman, that idea of context is critical to effective mobile communications. Time pressure, as he explained, is the consumer's need for information, amplified by the time available. In other words, time pressure is high when there is a high need for information and a short time on hand.
Timing is critical in all facets of communications. However, the 21st century public relations person must have an intimate cognizance of an audience's time pressure, instinctually knowing the right time to strike on a micro moment.
2. Step into their Shoes:
If you're reading this and scratching your head about what it actually means to grasp time pressure, you're doing great!
When it comes down to brass tax, a modern P.R. practitioner needs to possess a degree of "design thinking." On a technical level, we often encounter this mindset with user experience and interface. Waxman discussed "desire paths" that can guide communicators to creative content solutions for mobile.
"The journey map [desire path] shows the flow of the experience and identifies touch points that can be designed to better appeal to the audience," said Xerox Director of Experience Design Dave Parsons. "The result of this deep knowledge is to create better empathy with the audience on the part of the communicator, so the messages are better constructed and delivered in an optimal way" (Personal communication).
The need to empathize with target audience experience is currently at a critical moment for media professionals. The reality is that mobile formats have upended the content standards that were once dictated by big screen mediums. Waxman argued that mobile user experience thinking instead dictates a prioritization of core functionality over aesthetic forms.
3. Location, Location, Location:
As attractive as it may seem to pull out your hair at the rapid pace of content evolution, classic retail intuition can keep you grounded.
Think about digital like a shopkeeper. You want that storefront at the intersection of main street and maple avenue with ample, stress-free parking.
Think about that intersection as digital trends. Waxman stressed the necessity to pay attention to what's trending and to position mobile communications at the confluence of trends that can drive meaningful traffic.
And, don't forget about the ease of parking! Waxman highlighted a statistic that 40 percent of mobile users give up on travel or retail sites that don't load in three seconds. Consider your user interface to be your parking and make it a non-deterrent.
By tying together these skills and prioritizing mobile, you can position yourself in a growth opportunity with public relations. As Waxman noted, Google is the new front page for publicists, the best place for us to reach customers.
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