PR Thinking That Changes the World. What Is the Important Concept That Is Emphasized Not Only in PR but Also in Advertising?

In this series, “SSU’s PR Method,” we unpack PR approaches, branding, and marketing know-how suited to today’s world. This time, I will discuss “PR thinking and news value,” incorporating some personal perspectives as well.

You can find the PR Method articles up to the previous installment here.

■ What is PR thinking?

To begin with, as mentioned in the previous article, PR is an abbreviation for Public Relations and refers to building positive relationships with all stakeholders. Therefore, PR is not a tactic such as publicity (exposure); it is a way of thinking and a concept.

You can read the previous article here.
Surprisingly hard to explain properly!? What is the difference between PR and corporate communications, and between PR and advertising?

With the above in mind, to put it simply, PR thinking is “connecting society and products/services.” In PR, when delivering information to all stakeholders (primarily through the media), it is essential to consciously link products and services to society within an appropriate context (i.e., “connect” them). Communicating within that context can sometimes generate major buzz—and at times, even change society or the world.

■ Three major changes in society related to PR thinking

It seems that this PR thinking is now being emphasized not only in PR but also in the advertising domain.
So why is it gaining attention? Because there have been three major changes in society.

Against the backdrop of these three changes, it has become harder for “company-led” “information dissemination” to reach people, while “third-party-led” “information sharing” has become easier to reach them.

In an era of information overload, company-led information is easily overlooked, whereas information from the media, influencers, and family and friends is more readily received. For example, when you look at your social media timeline, what catches your eye are posts from close friends or trusted influencers.

Because some advertising also takes the form of third parties sharing information, this is not to say that “advertising is less effective and publicity is effective.” The key point is that a story (context) that makes third parties want to share the information is extremely important.

This story design is always fundamental to PR thinking. Publicity is indeed a major PR tactic, but to be covered by the media, you plan initiatives with a clear awareness of “why it should be reported or covered now.”

■ The most important element of a media hook is “social relevance”

To encourage third parties to share information, consider what elements the information should include. In the PR world, these elements are referred to as media hooks, media value, and similar terms.

Previously, in a blog post about how to write newsletters, I explained eight elements of media hooks. Here, I will provide an updated explanation in the context of PR thinking. (In fact, I intentionally listed only the eight general elements last time because I wanted to properly explain this update.)

You can read the blog post about how to write newsletters here.
Eight media hooks for newsletters that increase your chances of gaining publicity: SUNNY SIDE UP’s essential guide (Newsletter writing ver.)!!

More important than the scarcity and novelty I previously explained, the single most important element today is “social relevance.” With the spread of the SDGs, shifts in values, and the COVID-19 pandemic, interest in socially relevant information has increased, making it extremely important in communications about all corporate activities.

I believe “social relevance” consists of three aspects: social conditions (economic trends and the general mood of society), social issues (SDGs and issues caused by unconscious bias—unconscious assumptions and prejudices), and consumer insights (dissatisfaction, unmet needs, and anxieties among consumers arising from social conditions and social issues).

Before COVID, “social relevance” was considered alongside the traditional eight elements. However, in the post-COVID era, “social relevance” has become a prerequisite, and the more of the eight elements you add on top of that, the more the value of the information increases.

Keeping these media hooks in mind, I will share two key points for designing PR stories.

■ Two key points for PR story design

– PR story design approach ❶: “Question” and “Answer,” “Following the trend” and “Going against the trend”

This approach involves creating a socially relevant question for which your product or service becomes the answer. You create prompts such as “There are social issues like this in the world right now” or “Do you have problems like this?” and position your product or service as the solution to those issues or concerns.
The eight elements are additional media hooks—having them makes it more likely to become a topic of conversation.

In addition, when positioning a product or service as the answer to a question, there are two ways to position it: “following the trend” and “going against the trend.”

Following the trend
Position the product or service as something that aligns with social phenomena/issues, consumer insights, and trends.

Going against the trend
Position the product or service as something that runs counter to social phenomena/issues, consumer insights, and trends.

– PR story design approach ❷: The three S’s in the with-COVID era

We call it the 3S, taking the first letters of the three words “Stance,” “Story,” and “Speed.” Keeping these three points in mind makes it easier to design a PR story.

Stance
Communicate (through initiatives) the “stance” of how the company or brand will “engage with/coexist with” social issues.

Story
While being mindful of social issues, the flow of the times, and trends, show things such as “what path the company has taken” and “what background led to the product’s development.”

Speed
Without missing the timing when social events or issues occur or become visible, quickly disseminate information that connects them to the company or its products.

In other words, either create a “question” and “answer” with media hooks in mind, or design the story using the 3S. Of course, having both ❶ and ❷ is ideal, but I recommend starting by thinking through just one of them. As a result, you may find that you have achieved Stance within the 3S.

In fact, the content in this article includes explanations that other members have shared in previous posts. This article compiles them into a coherent flow as an explanation of PR thinking, so if you are interested, I would appreciate it if you could also refer to past articles.

What Is “PR” According to SUNNY SIDE UP? A Thorough Explanation of PR That Is Important Today!

What is “information development” in PR that creates “valuable information”?

Do people not act without a story? “How to create a PR story”

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

The Approach to Creating a PR Story

To summarize, in communication design based on PR thinking, this has become indispensable. Therefore, I hope you will keep it in mind, and I would be pleased if this helps deepen your understanding, even slightly.

If you feel you have a general understanding after reading this post but would like to understand it more deeply, or if you would like a clear explanation with examples, I would be happy to deliver a lecture if you wish.

Please feel free to contact us via the “CONTACT” button at the bottom of the page.

With that, I look forward to seeing you again in a future blog post!
(And please support Mei Higashimura of Hinatazaka46 as well.)