Are you afraid of being funny? Are you afraid of being interesting? Then the press is not on your way. After all, what is, essentially, the work of a PR manager? This is not only the scrupulous proofreading of press releases, which many people like to get involved in. First of all, this is the creation of informational occasions, and those that can interest the journalistic fraternity, fed up with events. Any student will tell you a couple of dozen “relevant” and “interesting” news items, however, as practice shows, the theory is not always correct.
In my practice, there was a paradoxical and interesting case when a release from a large automaker about its sales results for the year came out in the same month as news about a small charity event. The essence of the action is that the Volkswagen NFZ brand donated special cars painted as a “zebra” to the zoo. The release about cooperation with the zoo was accompanied by a photograph of two funny penguins in front of these cars
Imagine my surprise when, based on the results of monitoring for the month, it turned out that striped cars had become several times more popular than sales results! Tired of a series of similar releases with a bunch of numbers and percentages, journalists happily stopped their gaze on a funny photo and interesting news. I believe that creating a powerful and well-known brand is half the battle. The second half of the key to success is not to be afraid to use this brand and make it more humane. Don’t be afraid to make people laugh and be funny – businessmen in gray suits and matching ties have long been a source of despondency.
