When trend spotters predicted how public relations would look in 2021, they put an emphasis on authenticity. I agree — being authentic is important for any brand, especially in a time of rampant misinformation. However, I think authenticity is more than just telling the truth. Recently, we’ve discussed strategies with myriad clients that involve appealing to emotions, not just intellect. This may seem counterintuitive for a brand that wants to come across as trustworthy, but when it comes to building a connection with consumers, facts and figures don’t win the day alone.
This isn’t to say that facts aren’t an important part of any brand’s PR strategy. Factual data is integral to many PR efforts, especially in the tech space. Things like survey results and statistical analyses must be delivered in a technical and factual way, especially when one is drawing conclusions from data. Without the facts included to support the story, these conclusions won’t feel trustworthy. Additionally, younger consumers are very aware of when they are being marketed to, so any claims made without supporting evidence risk becoming just more noise.
Creating an Emotional Connection
However, factual information carries more weight when it is contextualized within an argument with more emotional appeal. For example, it’s not just a new study that shows certain measures can reduce energy usage, it’s an insight into how consumers can save money on their bills. It’s not just a new way to measure air quality, it’s another way to keep people safe during the COVID-19 pandemic. Sharing information in a way that people can connect to ensures the story you share will make an impression.
Connecting with your audience on an emotional level can be a challenge, especially in the highly technical space of tech PR. Even if the story you want to tell is more head than heart, it doesn’t mean that you have to sacrifice one over the other. It’s important to remember that the key to almost any authentic PR campaign is appealing to people’s emotions and supporting it with the facts.
If you need help making sure your story connects with the head and heart of your target audience, reach out to Comprise! We do the hard stuff and excel at combining facts and figures with emotional appeal to tell stories that move our clients’ business forward. To contact us, click here.
