What the DVR tells us about communicating

A new report says people love their digital video recorders. In fact, when people were asked what household appliance they can't live without, the DVR came in third, behind only the washing machine and the microwave.

What does this have to do with the way you communicate? It's a sign of how spoiled people have become about the content they'll consume. They would rather do their dishes by hand than go back to the old way of watching whatever happens to be on TV at any given time.

Put that in the context of your PR or marketing effort. If someone would rather give up a dishwasher than a DVR, what are the chances they're going to read through your self-promotional tri-fold pamphlet? Or watch your 12-minute promotional video at a trade show booth? We all know they're pretty slim.

The only way to deal with this new reality is to engage people with interesting, compelling stuff. Write about the things they're interested in -- not about your organization. And tell stories in a way that entertains and engages them. Find the intersection of your work and their interests, and you'll overcome the obstacle posed by the DVR.