The perfect invitation should always come at the right time in a relationship. Kind of like a natural milestone, among many, marking an ongoing dialogue. “I really enjoyed our conversation. We should pursue it soon. Can I call you?“
Since July 1, 2014, Canada’s Anti-Spam Legislation (CASL) has forced businesses to be polite again in their invitations and emails. The objective is so simple: have organizations relearn to ask for permission and ban disembodied invitations and messages. The law tackles an intrusive phenomenon, considered by many to be a real nuisance and gives power back to those who once accepted an invitation but changed their mind over the course of the relationship and no longer want to be bothered.
Clearly, communications and marketing people need to adapt. This is a real opportunity to question the provenance of the thousands of names that appear in our databases. How can we communicate with these people like we would in real life when we try to get a first date? How can we establish authentic and courteous relationships with these publics? It is a (somewhat forced) return to the very essence of public relations, that is to say relations with specific audiences.
The era of wall-to-wall messaging is now over. It’s not a catastrophe, far from it. Because if new technological means have dehumanized communications so much in recent years (and made necessary the adoption of CASL) they also have the capacity to take communicators a step further. From now on, the real strategic communication will create spaces for personalized dialogue and will offer suitable content, delivered at the right time in the business relationship. In short, technology, if used well, can also allow us to transmit targeted messages that will have real relevance for recipients.
That said, fortuitously PROXIBA was created at the same time as CASL. We therefore take this opportunity to ask your permission, here, to possibly get in touch with you electronically to discuss public relations and corporate communications. And if you prefer, we can also start the dialogue on our Facebook and LinkedIn pages or on Twitter.