Public relations (PR) is all about the relationship between a brand and their customer, or anyone they want to become their customer. The PR function is to project positive values and to influence opinion and behaviour.
Some say that “the best PR is never noticed” and I would agree. If you don’t realise you’re being actively sold to or manipulated it is similar to being influenced by a friend or personal acquaintance. I know that I am somewhat influenced by my friends. I look at what they are wearing, buying and talking about; if they look good, I too may want to go buy it.
PR frequently appears in the old school print media and online in the blogs. Magazines make their money from advertisements rather than the cover price. But, although a product may be featured in the magazine there is no validation that it has been tried or liked. The item may just be in line with a trend, look pretty or has paid to feature. Magazines are about what is new, not necessarily what is best.
I think this is why people, including myself, are now more likely to pay attention to something championed on a personal blog. Blogs are where you go for personal connections, reviews and recommendations. Your favourite celebrity or blogger could be posting a photo or post at a restaurant, about a new bag or even from a luxury holiday resort. They’re using the products, they (hopefully) like them and they want to recommend them. And consumer satisfaction is more immediate: they tag the brand/company, give you a direct link to the product and even offer you a discount code. I know I've been influenced, and depending on how well it’s been done I may not even have noticed.
However, since the blogging world has blown up and PR teams have recognised that bloggers can positively impact sales, are these bloggers really recommending products they really like, or are they just doing it for the money?
Being engaged in the world of fashion and communication, I always have an ear to the ground on current and up-and-coming trends. Seeing brands post about these trends on their social media or having a section on their website dedicated to this specific trend reinforces the idea, and makes me want to get involved and purchase the product.
A recent example of a well-marketed PR campaign is Cadburys introduction of a limited edition, white chocolate Crème Egg. It’s simple if you find one you win up to £2,000. This is a great way of getting the public involved in a mini treasure hunt to find the eggs, giving you a chance to win some money and in turn increase Cadbury’s sales. When I see a Crème Egg in a store I recall the advertisement and I remember the £2,000 prize - and I’m tempted to take a gamble and purchase one. Would I otherwise buy one having not heard about the campaign? Probably not.
To conclude, I’m fully aware that I am very influenced by a lot of overt and hidden PR. I believe, however, that I am conscious enough to recognise the difference between need and desire, especially when the push-pull of the PR campaign tries to draw me in.
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