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I agree with Stuart Bruce that a digital campaign could never be expected to connect with the communities targeted by the BNP (PR Week News, 12 June).

It is a classic PR error to fixate on the media in a strategy, rather than the consumer. It is not surprising digital was appealing because it is the latest thing ('the Obama effect') and it is relatively easy to plan.

Our work with the NHS has been to help the client to engage communities that are defined as hard to reach. We apply the PR skill of engaging with influencers and crafting messages that they will re-broadcast to communities on a direct basis. We have helped to develop community conversations around social marketing issues by taking the time to get out and about in hard to reach neighbourhoods and actually talking to people.

In this age of digital everything, it's easy to forget that social networks started in the real world and that, believe it or not, people who live next door to each other actually have conversations.

It is time PR practitioners took the time to understand the world in which consumers live, rather than reaching for the sexy digital solution at every opportunity.

- Richard Rawlins,