Consumers expect more in our multi-device, hyper-connected world. They’re empowered. We have to earn their trust.
The average person sees up to five million ads per year. Besides battling for time and attention, we’re also trying to win the battle of trust. Only 15 percent of consumers believe what brands say. In our impression-obsessed, attention-seeking industry, the old ways of blasting press releases across various wires or spamming some poor journalist about your newly updated widget because it’s 1.5 percent shinier no longer works.
We believe great PR changes behavior. We also believe it’s measured by behavior. It motivates. It makes us feel. It makes us think. It empowers. It educates. It inspires. It entertains. It changes our expectations. It changes what we feel and believe. When done right, it has the power to change society and even the human condition.
Sure, we believe in PR best practices and rock out traditional PR. And yes, we still do time-tested practices like press releases, pitches and media outreach. But we do it differently.