Yakety Yak can't be sustained

Marketing Communicators can learn something from the Obama yakety-yak. After a while it gets boring. And that's a loss of viewership.

Note that Audience interest in Barack Obama’s news conferences seems to be falling, with his latest press event drawing the president’s smallest prime time audience since his inauguration. The telecast to mark Obama’s 100th day in office was viewed by 28.8 million people, according to Nielsen. That's a 29% drop from the president's last press conference, on March 24, and a 42% fall since his first, on Feb. 9.

What must communicators do to bring back the listeners? Either shut up for a while and so the silence renews interest in what's coming. Or change the content so it turns interesting. For Obama, I'd recommend the former.


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