While the pandemic has forced the public relations industry to get creative, it has also offered opportunities for organizations to step up to the plate with innovative and attention-worthy campaigns.
With a focus on emerging and changing trends in our business, here are a few campaigns that caught our attention in 2020. This year, we were forced to pivot with some of our PR strategies; these examples of PR dexterity provide lessons that we can harness as we charge ahead into 2021.
Ohio Department Public Health: Stop the Spread
Governments, public health departments, non-profits, and even companies executed an array of social distancing messages. The Ohio Department of Public Health is included in this group with this powerful 30-second video (with no spoken words) showing why social distancing is crucial to stop the spread of COVID-19.
It’s clever, compelling, and effective. And while the production value is high, it’s not so elaborate that filming would break the budget.
Takeaway:
In an environment where many communicators were using highly technical words and pushing an information overload, the Ohio Department of Public Health went the other way. They relied on two time-tested tenets: keep it simple and a picture is worth a thousand words.
Steak-umm: A Misinformation Resource
Many brands attempt to insert themselves in big moments on Twitter or comment on topical, trending issues. Without a doubt, Steak-umm has taken it to the next level. The company, which sells frozen steaks, has made its Twitter account become an educational resource for how to think critically about online information. The brand comments on topics like media literacy, cognitive biases, misinformation, polarization, and conspiracy theories.
The tweets are clever, informative, and generate a tremendous amount of engagement and discussion. Most impressively, though, it’s done authentically. It’s clear the folks at Steak-umm have a passion for the topic and this resonates with their audience.
Takeaway:
Offering value to your audience is the secret ingredient (pun intended) to engaging an audience. With authenticity and passion, your voice will cut through the crowd.
KFC: #RateMyKFC
Social media is not for broadcasting messages, rather, it’s for building and cultivating a community. So, when the pandemic kept people from going to KFC, the company decided to go to them.
KFC initiated #RateMyKFC, a social media campaign which encouraged people to make their own versions of chicken wings and post them on social media for the brand to critique.
It was fun and unique. Most importantly, it connected its audience during a time when that was a precious commodity.
Takeaway:
It’s about the ‘you’ not the ‘me’ when you engage an audience. Think of how you can create moments and experiences for them, not just have them answer a Twitter poll and then boast about your great interaction.
2020 is a year that many want to forget, but hold on to these examples of outstanding PR. They will serve us well for years to come.