The Public Relations Industry has changed a lot over the years. Today, PR campaigns are focused on more than just trying to get your name in the newspaper. With this change comes many different ways of approaching PR and marketing strategies for various brands. Public relations has evolved into something much more complicated today with considerations of emotional versus logical approach to making a noise in the region.
The battle between IQ and EQ while designing a successful PR campaign is significant. Although Public Relations is generally meant to focus on editorial content, in today’s world, the PR industry is responsible for much more than just media relations. The industry is now accountable for multiple aspects of brand awareness through marketing (paid), coverage (earned), social media (shared), and owned media such as company blogs, newsletters and so on.
Today Public Relations is defined by how you build relations with not just the media but also your consumers. This could be through gifts, PR campaigns, networking events, etc. PR campaigns are one of the most common ways to make noise among your audience and the media. This would be nothing but a well-thought-out event that defines your brand’s key messages, reaching out to people and letting them know who you are.
The elements that define a good PR campaign are subjective. However, something that remains common is the element of emotion. To build your brand among consumers, it is essential to relate to your target audience, making them feel important and prioritised. Consumers need to know that you, as a business, care about them and their needs.
While brand awareness is still an important objective of public relations, it is more than just spotting your name in a magazine or a newspaper. It is about connecting with your audience and giving your brand a personal identity.
Although, in general, logic and emotions may tend to contradict each other, there are instances where the two can go hand-in-hand. When building your brand identity, it is important to note how you will make yourself memorable and create a stronger brand recall.
This may not necessarily increase sales. However, it will definitely keep you in the minds and hearts of consumers.
While working on your PR campaign strategy, an essential factor to keep in mind is that people don’t like being told what to do. Everyone wants to be accountable for their own decisions. Therefore, when your campaign screams for your audience to buy or focus on one specific product, they are more likely to retract their liking of the brand.
Brands like Adidas, Starbucks, Nike, Dove, and more, show a significant focus on raising the emotional value among their audience. Adidas’ I am Possible campaign, for example, involved asking consumers to click a picture while engaging in a sports activity, working out, or doing yoga in Adidas outfits, with a caption “I am Possible Because…”. The posts were then featured on Billboards across Dubai.
Campaigns like these touch customer’s pain point, encourage them to get active, and raise their self-confidence knowing that you as a brand care about them and their wellbeing. This, in turn, makes them feel bold, beautiful, and important.
While building relations with your consumers, and with the region as a whole, it is key to think outside the box and strategise how you, as a brand, would reach out to human emotions. How can you make an impact in society and in people’s lives?
Your main objective to keep in mind while reaching out to your consumers is – How will you add value to your brand identity?