What Are the PR Points to Emphasize in Today’s Era? “The 3S of Information Dissemination”

Hello! I’m Y, a planner at SUNNY SIDE UP.“SSU’s PR Method” is a series that explores PR techniques and branding know-how suited for the modern era.In this article, I would like to discuss “PR points to emphasize in the current era.”

Click here for the previous article, “SSU’s PR Method Part 3: Do People Only Move for a Story? How to Create a PR Story.”

■ Is PR that only conveys product information becoming unsustainable?

(Unless a product, service, or content has revolutionary features never seen before,) we have entered an era where simply communicating minor functional differences is no longer enough to drive consumer purchasing behavior.

So, what is it that moves the hearts and actions of consumers?

It is “empathy.”

What kind of thoughts did the company have when facing social issues and developing the product? What kind of struggles were there behind the scenes? It is with these thoughts that people empathize and are moved.

By adding that value to a product, its “social value” increases.

You might worry that showing too much of the background or expressing feelings might come across as distasteful to the recipient, but expressing this with the right balance is where a PR professional shows their skill.

■ The “3S” of Information Dissemination Important in the Current Era

There are three “S”s to keep in mind when disseminating information based on the above.

I recommend always keeping these in mind to differentiate yourself from other companies and to provide valuable information to consumers!

“Stance”
Communicating the “attitude” of how a company faces or coexists with social issues.

“Story”
(I touched upon the importance of this in the previous article.)

Showing “what path the company has taken and the background of the product and its development” while remaining conscious of social issues, current trends, and movements.

“Speed”
Disseminating information related to the company or product at an early stage, without missing the timing when world events or social issues occur or become apparent.

By simply being mindful of these three “S”s, you can create strong information that “generates empathy” and differentiates you from other companies.

When you come up with a PR plan, if you do a “double-check” to see if it satisfies these three “S”s, it will surely become a great project. Please give it a try!

At SUNNY SIDE UP, we have many experienced members who excel at capturing consumer insights and media trends in real-time and turning them into PR stories.

Next time, I plan to write the second part of “How to Create a PR Story.” Please look forward to it.