It seems the UK is suffering from a severe case of apathy.

Turnout in yesterday’s local elections looks set to be the lowest in years. Early estimates suggest that just one in three voters went to the polling stations.

Bad weather in parts of the country will no doubt have played a part in keeping some at home, but clearly this doesn’t account for the worryingly low numbers choosing to vote.

When it comes to PR, apathy also proves to be a challenge. Raising the profile of a product or service when there is a lack of awareness is relatively straight forward. Tell the target audience the essential facts and the next steps they can take.

However, when the audience is aware of a product but disinterested by it, a different approach needs to be taken.

‘What’s in it for me?’ Why should I consider this?’ will be the questions on most people’s lips when faced with something they do not care about. When tackling apathy, a highly targeted PR strategy works best. Getting into the minds of the target audience, understanding what genuinely interests them and motivates them to engage with something is vital.

The audience should be front of mind at all times – consider what media works best for them and what messages have the most resonance.

Direct engagement through the right channels detailing aspects of the product or service that have the most appeal goes a long to way to tackling apathy affliction.