ABOUT RNA

A marketing communications plan built around what you are trying to get out of it,as opposed to what you put into it is a fairly new phenomenon. Take PR. The effectiveness of a campaign is subject to a journalist or editor’s whim, or thespokesperson’s ability to deliver a good sound-bite. But if you are confident inyour ability and your knowledge of what makes your audience tick, then surelypredicting results is not as ‘finger in the air’ as you would think.

Too long marketing communications has been criticised for being expensive and not necessarily delivering what a company or a client wants. But the mere mention of ‘payment by results’ can make many a marketing professional breakout in hives.

It shouldn’t.

RNA is a wake up call to the marcomms industry. Be confident in your abilities. Be authoritative when you tell your client or boss what will and won’t work. Be switched on. RNA is about seeking out what your company or your client really wants and making sure that you can deliver it. RNA is not just a payment model – it’s a way of life.