Delivering just the facts was a winning strategy—until it wasn’t.
The onslaught of digital marketing and social media advertising created such intense competition for scarce space that emotional intelligence now often determines who gets their name in the paper.
Brand managers must not only offer emotionally gripping products or services to appeal to their audiences, they must also find an emotional angle for media gatekeepers to let it through.
“With the current state of the media industry (less people doing more jobs), the competition for media attention is tight,” Nicole Wyatt with Markstein says. “The emotional appeal of a media pitch has always been important, but now more than ever it is crucial.”
How emotion grabs consumers
Becky Honeyman with SourceCode Communications argues that PR pros only recently uncovered knowledge that marketing and advertising creatives have forever known.
“That is, if you can make someone ‘feel’ something, you will increase the response rate or engagement level tenfold,” Honeyman says. “It’s fundamental for brands today to build relationships with their audiences. They can only do that by communicating consistently and authentically on subjects that are genuinely meaningful to them.”
INK Inc. Public Relations CEO Dick Grove opines that emotion certainly plays a pivotal role in appealing to consumers, but a product or service needs something new, interesting or tangible to succeed as well.
“The trick is connecting emotion to something inherently unemotional,” Grove adds. “As an example,
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