PR that’s useful in the real world

If the rise in ad blocking software is anything to go by people are tired of online advertising. According to the Internet Bureau 1.3 million people in the UK now use some form of ad blocking technology. So, what does this mean for brand messaging and could it be good news for PRs? Increasingly companies have to convert communication efforts in to useful experiences that add some kind of value to their consumers daily routine.

In an attempt to stand out from the hundreds of brand messages a consumer sees in a day, brands like Samsung, IBM and Volvo are not only looking at how they can raise awareness but also how they can help  solve every day problems.

Volvo recently developed a spray with reflective particles, that cyclists can apply to their clothing or bikes in order to be more visible in the dark. The product perfectly tied in with Volvo’s marketing campaign to significantly reduce the numbers of cyclists harmed by cars.

Samsung also found a way to place itself into the busy daily lives of people. With the aim of promoting their new high-quality screens, Samsung advertised their new product on the back of trucks.

By mounting giant screens on the tailgate and streaming live traffic from a camera on the front of the vehicle, Samsung showed drivers when it was safe to overtake.

Demonstrating that PR can be useful in the real world, Samsung are other brands are showing how you can turn negative day-to-day experiences into positive engagement with a brand.