As PR specialists, although we may find ourselves in an alien environment the task remains as it ever was to solve business problems through a communication solution.
Communication solutions can take the form of advertising, marketing or social media but as publicists, we’re in the unique position as both brand guardians and creative experts to bring an idea to life and most importantly give it significance and purpose.
It’s the opportunity to take a single thought and create something truly special; to grow a single idea into a global campaign that reaches thousands of people, that excites me.
At Stir, every PR campaign must be rooted in insight and stimulate an emotional response because you go with your gut right? Whatever you’re considering or whatever the scenario you’re faced with might be, we all turn to our emotions for guidance, rightly or wrongly.
We feel passionately about triggering those emotions through our work. To be able to move someone emotionally is a powerful thing for brands and businesses to harness. And in today’s climate, where consumers are forcing brands to reflect on their ethos, missions and beliefs to stay relevant, it’s also an essential tool.
It’s increasingly popular for brands to talk about topics from sustainability to accountability but standing out from the crowd is another matter entirely. When we’re talking about brand behaviour, goals or news that is answering one of these charged topics - you must instil an emotional connection. But, as a brand like Pepsi learned the hard way, it also needs to be the right one. There’s a fine line between authenticity and jumping on the bandwagon. This is where PR plays a crucial role to sense check and ensure your right to speak or play in these tricky but essential areas.
So, now in our living rooms, on Zoom – we tackle fundamental challenges in new ways and it’s our unique position as both brand guardians and creatives, that makes us PRs so valuable to brands and businesses, more so than ever.