It seems like there are currently three ways to get the attention for our messages. Be shocking, hilarious or authentic.
Unless you are the National Enquirer or a stand-up comic, it seems like authenticity is the wise choice for brands. Offering a low price, touting availability and good customer service, or even being loud, just aren’t enough. Consumers aren’t just looking for value, they’re closely looking at your values—and examining what you do about them, not just what you talk about. So, one of the best ways a company can differentiate itself from the competition is by demonstrating that it is adhering to those values and its core purpose in everything it does.
The stories that have been catching my attention are those taking a thought leadership approach. We’ve grown so accustomed to product, event, new hire/promotion, partnership, and award press releases that thought leadership is a welcome respite.
Talkwalker, the social media analytics and monitoring platform, teams up each year with global experts and industry professionals to predict social media trends for the coming year. 2020 was a year no one could have predicted. The consensus is that COVID-19 was a catalyst, not an outcome. They say it expedited issues, ideas and initiatives that were bubbling away, but happened sooner because of the crisis.
Who’d think mattresses and pillows would make good and bad PR examples?
How quickly things change. Less than four years ago multimillionaire and infomercial superstar Mike Lindell was being lauded for his creation of the MyPillow empire which he started in 2004. He did it while addicted to drugs and turned into an amazing American success story.
Every year the Super Bowl showcases what should be the best creative work. This work should serve as a call to action for advertisers to reach higher standards every time they make an ad. There were some this year deserving of an A, but there were also some stinkers who get Fs.