PR in 2023: when courage meets creativity

Is it me or does it feel like the world is a ball of anxiety right now? For a brief moment in time, it almost felt like we’d go “back to normal” and then along came the war, an energy crisis, runaway inflation, and the threat of a deep and prolonged global recession. If you are feeling overwhelmed you’re not alone.

But let us not forget that with great challenges come great opportunities.??

And in these hard times, there are a number of things your brand can do to build and retain a reputation, grow your user base, and continue to make authentic connections with your audience. At the forefront of that? Creativity, with a sprinkle of courage. Easily said right? So how do you make this happen? Let’s look at this a little more closely:

Innovation, creativity and a little bit of courage? (and no, this does not always mean thousands of pounds worth of advertising budget)

Sometimes all it takes is a creative idea to spark, paired with a strategic mind, a collective goal and a little bit of out-of-the-box thinking. There’s never been a better time to throw your “back to basics” marketing mindset out the window and bet on something a little more daring. For example, perhaps it’s time to relook at your internal marketing strategy or find an innovative way to connect with your customers in Q1. Bonus: it doesn’t have to cost you the earth either.??

Focusing on authentic connection

Last week, our client Airbnb posted its most profitable quarter to date, saying its pre-pandemic move away from search advertising has been a good bet. Airbnb’s move away from performance marketing and the double-down focus on PR has allowed them to be creatively agile while continuing to keep the platform top of mind. Unlike other brands, Airbnb isn’t thinking about “buying” their audience, yet rather servicing them and doing it well.

What the shift in strategy also tells us is that Airbnb is at a point where they have realised that they don’t need to remind people that the platform exists. Airbnb just needs to persuade the millions of travellers hungry to explore the world again that it’s the best option for them.?

And nothing does that better than good storytelling. Our brains are hardwired to be persuaded by narratives. And good PR, executed well, is incredibly persuasive.??

When PR collides with creative courage

In this seemingly never-ending dark world, emotive connections seem so few and far between. The fight for new consumer attention is rife: sometimes you’re up against hundreds if not thousands of competitors. There is, however, the opportunity to become a beacon of light in a consumer’s world.??

Really good PR isn’t just about getting brands into the press either. It can amplify and inform creative output for other marketing verticals, including social media and even traditional out-of-home campaigns. In other words, the value a business can get out of PR is exponentially greater than what it puts in.?

At a time when businesses are looking to cut costs and avoid layoffs (as Airbnb was trying to do when it changed its marketing strategy), the marketing budget is an easy target. But it would be a mistake to walk away from anything that helps drive a positive narrative for your business, especially when times are tough.??

2023. The year to be creative and courageous

I’m not advising you to throw out your brand principles or pillars, nor stray away from your established brand tone. However I dare you to think creatively about 2023, the challenges that lie ahead, and the innovative thinking your business could do to overcome the months to come.

Book an exploratory call with me and my creative team: [email protected]