To thine own audience, be true

Jan 24, 2018

Student | Elizabeth Wells

Firstly, perception is very important in IMC and keeping the perception of others in mind during the trial process could help improve a case and the time in the courtroom. During the trial process, this is exactly what the jury is doing as they listen to each side of the case. They begin the process by knowing very little about what occurred, and they learn more and more by hearing the different arguments and listening to questions being asked and answered. In IMC, it is important to think about how different groups of people and different audiences would perceive a message. People of different demographics or psychographics may think differently, and it can be helpful to put yourself in their shoes to try and understand their potential thought process.

Striving for consistency in information could benefit the trial process. For a brand to have success, its characteristics, messages, and products need to remain consistent and high in quality. Brands strive to maintain a positive effect on consumers, and if they don't, they lose customers and sales. In the trial process, keeping the facts clear and consistent can help all sides of the case. This helps to show the jury that the information you are putting out is one hundred percent accurate and will help the case remain strong. This helps the judge be clear of the facts and to have trust in your side of the argument. This helps the other side of the case to see your argument and know exactly what they are going up against.

Another principle of IMC that could greatly benefit the trial process is the power of persuasion. In the marketing world, competitors may have a very convincing case and seem to have all their information and arguments together. This can be applied in the courtroom, as well. It is important to remain even more confident and realize the power that persuasion can have. If you have a persuasive argument and portray confidence in the argument, people are more likely to believe you and see your passion for the issue.

One more important aspect of IMC that could be applied to the trial process to enhance the steps is to know the audience. From the very beginning of taking classes in the IMC real, we are taught the importance of knowing the audience and knowing how to appeal to the audience. It is way more than just having awareness of the very basics of the audience, but it is important to know exactly who you are reaching. It is crucial to understand the demographics, psychographics, and geographic characteristics of the people you are trying to reach, and it is also important to realize that you will also reach people outside the target audience. This principle of knowing your audience front to back can be implemented into the trial process to ensure that all sides of the case know how to appeal to the audience.


Elizabeth Wells, a student in Jon Pfeiffer's Fall 2017 Media Law class at Pepperdine University, wrote the above essay in response being asked how her major, Integrated Media Communications, could improve the trial process.

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