There’s a lot of talk about the meaning of PR. At BOTTLE, we keep it simple. Today and in the immediate future we see PR as the management of relationships with the most influential people in order to reach the wider audience. It is about creating stories and starting or joining conversations that lead to an identified and measurable change in behaviour or attitude.
We agree with the Future Foundation when it says that “Traditional advertising will shrink at the expense of consumer-influenced content and brand–influenced editorial”
. 9 out of 10 people trust recommendations from friends; less than 1 in 10 people trust advertising. We are the ‘recommendation generation’. You can no longer directly control what people say about your brand (if you ever could) or which medium consumers experience your brand through. And the advance of social media exaggerates the need to listen, to relate and to tell and share authentic stories that have emotional appeal. Earned media is all-powerful, and that’s the space BOTTLE occupies.
THE IMPORTANCE OF STORIES
Stories are the common ground that allow people to communicate, creating genuine emotions and behavioural responses. They are how we explain how things work, how we make and justify decisions and how we persuade others, and all channels are now important for telling an enduring story. As such, we believe that success via any media, whether traditional or digital, revolves around the story you tell. And we are experts at understanding what makes a story interesting, readable, remarkable and sharable, and creating a brand narrative
that benefits your brand commercially.