Having worked as a novelist, playwright and director, I know that often the last consideration is branding or marketing. Yet, in the real world, those are important considerations. Having worked as journalist, editor and producer, I know from the media’s perspective what makes a powerful and compelling story. And finally, having served as president and CEO of Anthony Mora Communications, Inc. for over sixteen years, I also know from the perspective of a public relations consultant what creates a story the media will respond to.Emotional branding is considered by some to be a relatively unique field, yet in the PR world we have been using it for years. The PR process is not only effective as a media placement tool, innovative companies and entrepreneurs are utilizing the basic methodology, understanding that it is one of the most powerful and effective brand building tools available. A company builds a lasting successful brand by developing and creating an effective story. It is not about the hard-sell, or being the biggest, or the flashiest, or even the coolest; it is about making a deep powerful connection, about communicating on a basic human level.
The two criteria are generally quite similar. For a story to work it must be engaging, interesting and hit a basic human core, and public relations is the only form of marketing that lives or dies on how compelling the story truly is. Unlike advertising, with PR you cannot pay to have a story placed in the editorial section of the media (well, at least it shouldn’t work that way). You must craft and pitch a story compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.
PR is a process and using that process is the most effective and powerful way to create and develop an effective brand. Generally companies have turned to marketing firms to build their brands and whereas these firms can be effective, it is the PR mindset and methodology that truly creates the most powerful and lasting brands. When I’m wearing my PR hat, my job is to communicate, to be a consummate and effective storyteller, which is what branding is all about. A successful brand tells a story both emotionally and narratively, which is why used effectively, PR is the most effective brand creator around.
Copyright © Anthony Mora 2008
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February 28th, 2008 at 1:56 pm
Great topic.
PR is an important part of the marketing mix, and emotional branding is about relationships which are built over time and not a quick fix as so many seem to think.
Emotional connections are formed through being passionate, consistent, reliable and real with those who you want to reach. It’s not so much about what’s in it for you, as what is in it for them. It’s about being authentic and honest in order to build lasting stable connections that make up the experience that becomes that lasting emotional connection and this can take a lot of time, and one has to be aware that it will take time, to get your message right, to make it work for you and the passionate purpose you have for your work creatively and as an entrepreneur.
So, while I agree, that “PR is a process” I’m mindful that it’s not process alone (mechanics) that makes it happen, the ‘R’ in ‘PR’ is relationship and relationships don’t come in a tear-apart sachet; nor should they, and too many seem to think that simply opening the PR toolbox is the way to instant success, and that’s a mis-perception.
PR is at its heart, about how you relate to people, what you bring to their life that is of value to them, and ultimately you and the wider community.
As a result of that process, over time, strong emotional connections will form and yes, that is one component of a brand. Just be careful about applying the ‘brand’ label because it tends to separate out and divorce one from the idea that this is a human relationship and that divorce will make it mechanical, rather than a warm human experience which can weather the storms of life, and ride the waves of success as the tide of humanity comes to know who you are, what you do, and why it should be important to them.