Tanki Kotelo
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel,” said Maya Angelou. This truth became evident for Pepsi in 2017 when a controversial ad led to public outrage. Rather than dismissing the criticism, the brand repositioned its focus to authentic storytelling, featuring real stories of their community activism. This approach not only resurrected their image but also strengthened the idea that in today’s data-driven public relations (PR) landscape, honest emotional connections are what truly audiences relate to.
In an information-abundant world where people have fleeting attention spans, the landscape of PR has progressed dramatically. Amidst the technological revolution that has happened over the years, one fundamental concept remains unaltered: the importance of building genuine relationships. So, how can brands then leverage data and research to craft emotional connections, ultimately building mutually beneficial relationships that stand the test of time? Let us unpack.
It is worth indicating that data-driven PR is not merely about collecting numbers but also about understanding the real meaning behind those numbers. With the right data, PR professionals can gain insights into audience preferences, behaviours, and sentiments.
For instance, by analysing social media engagement metrics, PR teams can identify which types of content resonate most with their audience. Moreover, data can help PR professionals segment their audiences more effectively. One such example is Dove’s ‘’Real Beauty’’ campaign, which used consumer insights to deliver a radical campaign that championed body positivity and disrupted beauty standards.
By understanding the different personas within their target market, organisations can create personalised communication strategies that speak directly to each group’s unique interests and values, making their audiences feel seen and understood. In a world where consumers are bombarded with generic messages, this move can set an organisation apart. However, data alone is not enough. The human element is crucial in building successful PR strategies. While analytics can provide insights into audience behaviour, it is the emotional connection that ultimately drives engagement.
In 2021, in the wake of COVID-19, Coca-Cola nailed this through its ‘’Open to Better’’ campaign; the campaign encouraged customers to share insights from the lockdown and pledge to do things better heading into the new normal. People are undoubtedly drawn to brands that appeal to their values and emotions; thus, PR professionals must strive to tell genuine stories that reflect the brand’s mission and values while, in the same breath, speaking to the concerns and aspirations of their audience.
This storytelling approach not only humanises the brand but also builds trust and credibility in the long run.
In the past, traditional PR often placed significant reliance on media placements and press releases, but the cornerstones of today’s successful PR are engagement and interaction. Today, customers want some TLC (tender loving care). Social media channels, while powerful, are just tools for connection. The real work lies in how brands use these platforms to build relationships with their audiences.
By engaging in meaningful conversations, responding to feedback, and showing empathy, organisations can create a sense of community around their brand. Airbnb’s ‘’We Accept’’ campaign is the very epitome of this. In 2017, surrounded by backlash due to its users experiencing discrimination on its platform, the organisation launched a Super Bowl commercial, which not only sparked global conversation but was also praised for promoting inclusivity and diversity. Many brands can learn from the ordeal.
Additionally, the rise of influencer marketing indicates how relationship-building has become central to PR strategies. Influencers, who have grown their own loyal followings, serve as extensions between brands and their consumers. By partnering with influencers who align with their values, organisations can piggyback on the already ingrained trust and credibility, conveying their message in a way that feels seamlessly authentic. This approach pinpoints the notion that successful PR is not just about broadcasting messages but about cultivating connections that resonate on a personal level.
In essence, it’s important for brands to always remember that people rarely buy into what you do, but rather into why you do it. In navigating the dynamic terrain of modern PR, brands must remember that behind every data insight lies a human story waiting to be heard. Besides, an accurate judge of success will always lie in the relationships we build—reminding us that, even in a period marked by technology, it is our humanity that will always prevail!
Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls.
