recent article in BusinessWeek noted that the
traditional brand-building methods of mass advertising
donít work in todayís society. Media fragmentation and
consumer control over media consumption are forcing
companies to become more creative.
The article underscores the theme presented by Al Ries
(see interview) in
The Fall of Advertising & the Rise
of PR about the diminished effectiveness of advertising
in todayís world.
So how do you introduce and build a new brand? Effective
PR can go a long way to generating the buzz that todayís
brand building efforts require. Getting the product out
through alliances, events, and media stories is step
one. Following through on the promise of the benefits of
the product or service is step two.
While effective PR canít guarantee that the product will
live up to its billing, it can go a long way to building
consumer awareness. Targeting the correct media and
bringing the message to the public through multiple
sources can foster brand credibility and curiosity.
Fueling that initial impression with creative events and
more media attention will grow consumer recognition and
promote the golden word-of-mouth effect.
Word-of-mouth and viral PR have become more effective as
consumers exert control over media consumption and have
the ability to avoid advertising. Generating buzz in a
community and perpetuating a message through viral PR
can build a brand stronger and faster than any mass