It’s an interesting profession we have…and although it’s not officially seen as the oldest profession in the world, on one hand we truly believe it is as old as mankind. Remember Adam, Eve and that historical apple? What this story teaches us besides the known factors is that people are open for temptation.
Now as kids we are drawn towards two things: promoted items made attractive and forbidden items. Packed with this knowledge we can conclude that humanity is attracted to appealing items, forbidden or not. Nope, you don’t have to be a genius to figure that one out.
Yet the ultimate question within the PR-landscape is: what makes a product, company, event or brand attractive?
Now anything & everything has a story. No story is ever exactly the same. And there comes the choice. Do we feel the urge to color our story, or can we keep it straight? Well, maybe there is a thin fine line between those options. A line saying “details matter”, or rather said, “what is the difference”? Let’s be honest, if we take the fashion industry as an example, nearly everybody sells cotton, or denim or whatever material used.Nearly all believe their handwriting to be unique.
And the irony? In our modern western society nearly nobody actually really needs anything. We may want something, but that’s a whole different story! Aha…so what makes us want something? Want is an emotion! Therefore a person needs to feel an emotional connection in order to want something. Of course a design can make you feel that ‘want’, yet the strongest connection possible is ‘attachment’. And yes, dear ladies & gentlemen, we all are emotionally attached to brands, concepts & companies. We all favor one brand of peanut butter over another, most of the time not purely based on the taste of the product itself, but also by its look & feel, as well as the message it stands for.
Now I’m very well aware of the fact that we handle p.r. as if it were philosophy, yet in a way it is. It takes a lot of empathic abilities to dive into the consumers mind and try to tickle their senses in an honest, pure, yet highly effective way. Why sent out white envelops to the media in order to promote your latest press release on shocking pink accessories? Why still overfeed them with overkill on information, instead of showing them the apple they are tempted to pick from the tree against all odds? They too are human beings, with emotions very similar to those of any consumer?
Our mission here at So PR is to truly think outside the box. Not in order to be different, yet purely to show that every brand, product or concept is different! A fact that should show within every detail. Almost make it ‘taste-able’, immediately request an emotion that in all thinkable ways breathes the true DNA of the particular brand, product or concept. Make it a perfect fit, a picture that perfectly suits its creator. PR is more than just a profession; it’s a calling, a longing to share, born out of enthusiasm instead of greed…
contact Odette in Europe: http://so-pr.com
on twitter: @odettes
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