As the world rises to cope with the unprecedented times, the need for trust, empathy and transparent conversation take a front seat pushing the product-focused PR approach at the back. These conversations necessarily revolve around well-crafted narratives.
Growing number of Public Relations (PR) experts are continuously analysing data from consumer forums, social media platforms and media sources to gather knowledge on trending topics, hashtags etc. to help brands strike a conversation with customers and ensure that messages are well received, retained and transformed into strong long-term bond with brand especially in these challenging times when COVID-19 pandemic has overwhelmed the entire world.
PR and strategic communications are crucial for any brand to stay on the top-of-mind and stay connected with its target audience. However, as per PR experts, it’s time for repositioning the brand’s messaging rather than building traditional brand-focused PR and media campaigns.
The consumers do not stick to any one media platform, they prefer to be present at various social media platforms, follow many media houses, engage in conversation on different forums and the only way to grab their attention is through a strong story which holds them, doesn’t matter how many tabs are present in front of them to quickly toggle.
A great story is certainly a first step when we think of great and effective PR campaign. We see many brands who invest a lot of time, energy and funds to have research-based decision about their target platforms for PR campaigns and still they fail. The failure is not attributed to lack of analysis, selection of communication-tools, timing of the campaign or frequency of the activities but to foundation of the whole campaign, that is: a compelling storyline.
The narratives and storytelling has been proven to help connect with consumers as they relate more with the brand. When these narratives are backed up by strong research-led data, they transform into brand loyalty as consumers allow the brand to grab a space in their lives. When these data-driven narratives are shared with audiences, by authentic influencers and media, it strikes a conversation and stimulates the reason to believe in something.
Such a conversation actually creates a very strong bridge between a brand and consumer which goes a very long way. Intelligent brands don’t market the features of their products they promote the narrative – the emotion, the possibility and perspective.
Article is authored by Nikhil Singhal, Founder, Vigor Media Worldwide.