So I'm working in a new place with a heritage in PR. I know what you're thinking, probably this:
That's mostly my experience too. But not all PR folk are like that, and they're not here.
It's funny really, you can't move for all sorts of integrated agencies banging on about influencing culture, mind you, it is fair to say that some of them are pretty good at it.
But the good PR spend their entire career understanding what people are really talking about and what people will give a monkeys about. They instinctively get what's going in the lives of normal people.
That's a great starting point for any client who gets that the biggest challenge for any client is that people don't care that much about brands and understands the best way to overcome that is by looking popular and tapping into something actually do care about.
Not parroting stuff people are talking about, adding to it.
So I'm quite liking this.
By the way, if you want to do the influencing culture thing thing, there are two ways:
- Tap into something that's in popular culture to make the execution better. Which is fine, it build cut through if you've done your core competence and not done anything dumb.
This for example taps this Australian beer brand taps into a deep memory we all have of movie police chases
This shamelessly mashes up provenance credentials with the X Factor
- Something more potent, but harder. Getting into issues, tensions, passions and challenges in actual life.
While this from Axe taps into the very current confusion young men have on what they're supposed to be in modern society. It's not made up, and you could have got this from messing around in Google trends, where men are asking the internet if it's OK to cry. You just need the instincts to look for the right things