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Everything is PR: 7 Principles to earn attention with less budget 

In a world saturated with information, where every click, like and share seems to be a currency of its own, capturing attention has become a digital battleground. Whether you’re a business seeking to shine or an individual eager to make your mark, understanding the profound truth that “Everything is PR” can be the game-changer you need to achieve your most uncomfortably ambitious goals. It’s not about how much money you throw at your marketing efforts, but rather how creative your ideas are that make the difference. 

1. Authenticity Is the New Gold 

In a landscape filled with curated personas and filtered lives, authenticity is the rare gem that stands out. Your journey, your experiences, your passions – these are the building blocks of authentic storytelling. Luquire’s campaign for Outdoor NC highlighting real enthusiasts allowed like-minded audiences to imagine themselves in the same beautiful locales enjoying their shared passion for outdoor recreation. Authenticity is the bridge that connects you with your audience on a deeper level, so share the real, unvarnished version of yourself or your brand. 

2. The Audience Is Your North Star 

To earn attention beyond what you pay for, you must intimately know your audience. Dive into their motivations, challenges and dreams. Craft detailed profiles of your ideal audience members, like the journey mapping we did to find the emotional connection between grocery shoppers and supermarkets for our new Harris Teeter brand campaign. Your creative ideas should speak directly to their needs and desires. When your content resonates on a personal level, it’s bound to capture their attention. 

3. Stories Make the World Go Round 

At its heart, PR is about storytelling. It’s about crafting narratives that grip the imagination and stir emotions. Develop a compelling story around your brand, product or idea. Make your audience the hero, the protagonist of your tale. Show them how your offering can transform their lives. A captivating story creates a connection that transcends mere marketing. 

4. Dare to Innovate and Disrupt 

Creativity and innovation are inseparable twins in the realm of PR. To earn attention that outshines your investment, you must dare to innovate. Break free from the confines of convention and explore new avenues to present your ideas or solve problems. Innovation is magnetic because it’s fresh and exciting. Be it a groundbreaking feature, an unconventional strategy or a revolutionary concept, innovation can spark the wildfire of PR buzz, like we did for client OrthoCarolina, using humor in a category plagued by cookie-cutter ads. 

5. Collaborate and Network Like Your Success Depends on It 

Building relationships within your niche or industry is a PR strategy that multiplies your reach. Collaborate with influencers, experts and kindred businesses. These partnerships can introduce your brand to new audiences and enhance your credibility. Attend industry events, conferences and digital communities to expand your contacts and influence. Networking isn’t just about connections; it’s fertile ground for cultivating and exchanging creative ideas. 

6. Rule Social Media with Wisdom 

Social media isn’t just a tool; it’s a PR powerhouse when used strategically. Cultivate an authentic, consistent social media presence that reflects your brand’s identity. Create content that begs to be shared, engage your audience, and tap into trending topics and hashtags. Social media offers a cost-effective way to amplify your creative ideas to a global audience. 

7. Measure, Adapt and Thrive 

Crafting creative ideas that demand attention is a journey, not a destination. Use analytics tools to assess the impact of your PR efforts. Our PR team goes beyond impressions and ad equivalencies to look at things like tonality, share of voice and message pull-through. We also close the loop by linking our efforts to business outcomes like engagement metrics, website traffic, conversion rates and other relevant data. Analyze the results to decipher what works and what doesn’t. Adapt your strategies accordingly and embrace change when necessary. PR is an ever-evolving arena, and those who adapt flourish. 

In a world where everything is PR, mastering the art of building creative ideas that earn attention beyond your advertising investment is a blend of artistry and science. Authenticity, audience understanding, storytelling, innovation, collaboration, social media prowess and data-driven adaptation are your compass points to success. By consistently applying these principles, you can make a profound impact and rise above the noise in the crowded digital landscape.  

If you’re looking to get more attention for less budget, talk to one of our PR specialists about how we can apply these strategies to help tell your story.

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about the author

Sonia Grunbaum  With nearly 20 years of business development experience, Sonia’s impressive track record includes managing pitches resulting in millions of dollars in revenue from clients in categories such as retail, restaurant, financial services, entertainment, automotive and healthcare, among others.


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