Now PR can aid the AIDA framework, Marketing & Advertising News, ET BrandEquity
As the key custodian of the consumer brand, it’s time for CMOs to move beyond this outdated legacy and recognise PR, Earned Media, News & Views, and the ‘Buy Me’ vs. ‘Why Me’ approach as strategic IMC reinforcements in the AIDA framework—particularly in the crucial stages of Awareness, Interest, and Desire… and yes, all backed by data.
PR can now be designed through the science of account and media planning. It brings an on-ground capability to address each of these three of the four blocks more holistically, adding depth and meaning to each stage of the framework.
A: Awareness
Public Relations approaches Awareness through two key perspectives—strengthening BUY ME with WHY ME. It considers three critical layers:
- The need for product or service brand awareness
- The need to build an understanding of the product category
- The need to build or leverage the credibility of the corporate brand—the business organisation the product comes from.
If any one of these layers fails, the product launch awareness may not be foolproof. From this point of view, CMOs have a significant opportunity to make their Awareness ERPs (efforts, resources, and processes) more effective and data-driven.PR serves as a potent IMC stimulus in this context. Brand Recall scores become more robust with the scientific integration of PR in the Pre-During-Post phases of the awareness campaign.
How PR Enhances the Awareness Stage
- PR not only strengthens ‘buy me’ communications but also builds the foundation of ‘why me’. PR generates a balanced narrative of news and views.
- PR plays a crucial role in the pre-during-post awareness phases, while advertising or paid initiatives typically focus on the during and post stages.
- While advertising works on the philosophy of “I am the best,” PR builds credibility with the philosophy of “they are the best.”
- PR ensures that the brand is visible in markets and mediums that advertising or paid initiatives might not reach due to budget constraints.
I: InterestAfter building awareness, the next crucial stage in the AIDA framework is generating interest. PR plays a pivotal role in transforming initial awareness into genuine curiosity about the brand, product, or service. The Interest stage is not just about keeping the consumer’s attention but deepening their understanding and connection with the brand.
How PR Enhances Interest
- Balancing News and Views: PR generates both news (factual information) and views (opinions and expert insights), essential for cultivating deeper interest. While news provides the ‘what’ and ‘when,’ views address the ‘why,’ adding context and relevance.
- Multi-channel Engagement: PR engages audiences across traditional media, digital platforms, social media, and influencer collaborations, ensuring the brand message is reinforced in various contexts, leading to sustained interest.
- Storytelling and Content Creation: PR uses storytelling to build a narrative that connects with the audience’s emotions. Through articles, press releases, blogs, and videos, PR crafts compelling stories that make the brand more relatable and interesting.
- Educational Content and Thought Leadership: By positioning the brand as a thought leader, PR educates the audience about the product category, usage, and benefits, increasing interest and positioning the brand as a trusted information source.
D: Desire
Once interest is established, the focus shifts to creating desire—transforming curiosity into a strong preference for the brand. PR’s role is to build a compelling case for why the consumer should choose this brand over competitors.
How PR Cultivates Desire
- Reinforcing the ‘Why Me’ Narrative: PR shifts the conversation from ‘what the product is’ to ‘why this product is the best choice.’ By highlighting unique selling points (USPs) and customer testimonials, PR builds a persuasive narrative that aligns with consumer desires.
- Building Credibility and Trust: PR builds trust through third-party endorsements, media coverage, and expert opinions, boosting the brand’s reputation and making it a more desirable choice.
- Strategic Messaging and Persuasion: PR uses messages that resonate with the target audience’s aspirations. Whether through interviews, opinion pieces, or social media campaigns, PR ensures that the brand’s messaging aligns with consumer values.
- Leveraging Influencers and Brand Ambassadors: PR leverages influencers and brand ambassadors who embody the brand values. When consumers see trusted figures endorsing the brand, it amplifies their desire to be associated with it.
PR is now backed by the scientific foundation of account and media planning. CMOs should recognise that PR is not merely a complementary tool but a vital IMC driver within the AIDA framework. PR amplifies and deepens the consumer journey through Awareness, Interest, and Desire. Integrating PR into the AIDA model enables brands to craft more cohesive, credible, and compelling narratives that resonate with their target audience.
In a marketplace where trust and authenticity are increasingly valued, strategically using PR alongside advertising is essential. CMOs should embrace PR as a crucial component in building successful, sustainable brands, leveraging its unique strengths to enhance every stage of the AIDA framework.
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