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Journal of Promotional Communications

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Published

2017-02-07

Issue

Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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The Power of Consumers and Unforgettable Experiences: Why PR Practitioners Should Abandon the Traditional

Olivia Simpson

Abstract

Consumers are powerful influencers in today’s society with higher levels of trust and perceived credibility than traditional media forms, thus highlighting them as a key target for PR activity. This article explores why PR practitioners should focus their communication efforts towards the consumer and why doing so can help build consumer brand reputations and relationships with the target audience. To encourage these powerful influencers to advocate the brand on their behalf through positive word-of-mouth, PR practitioners need to enthrall, inspire, bring the brand to life and build a strong emotional connection with the consumer so they feel the brand becomes a part of their own identity and story. A way of doing so is through consumer brand experiences. This article highlights the benefits of tailoring such unique and immersive experiences to the consumer, as appose to journalists, and how this is an effective and necessary tool for the PR practitioner. It also explores what the future holds for the concept.

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