Valuing the particular and authenticity
The current communications landscape poses enormous challenges for public relations professionals. What is the right strategy to affirm and enhance the media presence of our brand in the media?
Emphasizing individuality and authenticity may be one of the solutions. However, the way to do this is not as simple as it might seem at first glance. What works for one organization will not work the same way when applied to another company. As I mentioned earlier, the strategy must involve valuing individuality, and that necessarily means recognizing and understanding the realities and specific characteristics of the brands we work with.
Currently, this is a topic on which experts have not yet reached a consensus. However, if we look at what was done, for example, in Portugal during 2018, we can see that the concept that seems to be the most successful is that of storytelling. The ability to tell a story is one of the paths to success.
The public seems to want to identify with the stories that brands tell. The traditional format for promoting a particular product has lost its appeal and is less effective today than it was in the past. The campaigns that stood out were those that were able to create emotional connections with the public. The ways to do this can vary widely, but emphasizing individuality and authenticity seems to be one of the paths to follow.
In communication, there are no magic formulas, and every situation is unique. The solution involves effectively assessing the ecosystem in which each brand is positioned and considering how to ensure that the brand’s “followers” continue to identify with it.