Kristina Eremenko, co-founder of the Make Sense communication agency, shared her opinion on what trends and skills are shaping the future of communications.
1. Data-driven approach.
Using data to make decisions helps PR professionals effectively plan and implement strategies, as well as evaluate their results. Using this approach, companies identify trends faster, predict media and audience reactions more accurately, and optimize budgets. According to a study by NewVantage Partners, in 2023, 92% of brands noted an increase in ROI after switching to a data-driven model, while in 2017, only 48% recorded such an increase.
At the same time, an important skill is the ability to analyze not only quantitative metrics — coverage, unique views, media index and Share of Voice. But also high-quality ones: media representation in Tier 1, penetration of key messages, brand perception by target audiences.
2. Emotions and meanings in PR and communications. Integration into everyday life.
The integration of emotions and meanings into everyday life becomes especially relevant in conditions of rapid change and uncertainty. People are looking not just for goods and services, but also for experiences that reflect their values and attitudes. Therefore, successful PR strategies must take into account the context of the audience's life, their experiences and expectations.
Storytelling— a powerful PR tool, allows brands to share their stories that resonate with the audience's life situations. This method creates an opportunity to form an emotional connection, where the brand becomes not just a product, but a part of consumers' lives. For example, campaigns aimed at social change or supporting environmental initiatives can generate strong positive emotions and help build a community around a brand.
3. The community.
A community can take various forms, from social media groups to forums and events.
Here are some striking examples of how Russian and international companies increase audience engagement with the help of the community:
Creating a community can significantly increase a company's competitiveness, enhance brand interaction with customers, and help better understand the needs and expectations of the audience.
Make Sense in every message
Using data to make decisions helps PR professionals effectively plan and implement strategies, as well as evaluate their results. Using this approach, companies identify trends faster, predict media and audience reactions more accurately, and optimize budgets. According to a study by NewVantage Partners, in 2023, 92% of brands noted an increase in ROI after switching to a data-driven model, while in 2017, only 48% recorded such an increase.
At the same time, an important skill is the ability to analyze not only quantitative metrics — coverage, unique views, media index and Share of Voice. But also high-quality ones: media representation in Tier 1, penetration of key messages, brand perception by target audiences.
2. Emotions and meanings in PR and communications. Integration into everyday life.
The integration of emotions and meanings into everyday life becomes especially relevant in conditions of rapid change and uncertainty. People are looking not just for goods and services, but also for experiences that reflect their values and attitudes. Therefore, successful PR strategies must take into account the context of the audience's life, their experiences and expectations.
Storytelling— a powerful PR tool, allows brands to share their stories that resonate with the audience's life situations. This method creates an opportunity to form an emotional connection, where the brand becomes not just a product, but a part of consumers' lives. For example, campaigns aimed at social change or supporting environmental initiatives can generate strong positive emotions and help build a community around a brand.
3. The community.
A community can take various forms, from social media groups to forums and events.
Here are some striking examples of how Russian and international companies increase audience engagement with the help of the community:
- Apple has created a strong community that gathers at the annual WWDC developer conference.
- Red Bull supports extreme sports by creating a unified space for athletes and fans through its events such as Red Bull Flugtag and Red Bull Rampage.
- Sber has created a community of corporate clients: participants are invited to online and offline events, conferences and seminars with the bank's experts.
- Vkusvill posts useful content on social networks, conducts sweepstakes, shares tips on a healthy lifestyle and informs about current promotions. In the mobile app, customers not only order groceries, but also find recipes and receive exclusive offers.
- On the LEGO Ideas platform, users can share their ideas for designers. If the idea gets a lot of votes, it can become a real set presented on store shelves.
Creating a community can significantly increase a company's competitiveness, enhance brand interaction with customers, and help better understand the needs and expectations of the audience.
Make Sense in every message