This public relations war shows both the power of public pressure and the power of building and maintaining a strong fan base. Beer drinkers LOVE their product and let everyone know it. Even as they are progressively more banished from society, smokers continue to light up. And, for pot smokers, ‘puff puff pass’ has become pop culture cliché.
Each product has a simple but multifaceted PR message that is eagerly carried and distributed by ardent fans. An aspect of this PR plan includes creating a mystique, engendering brotherhood among users and connecting their products directly with good times and higher self-esteem. The message – from all three products is this: You will feel good and have friends if you do this.
That’s a powerful message that easily cuts through concerns about health, legality and social standing. People eagerly assume risks they are legally bound to notice because of the power and successful PR culture created by each of these products. Notice “culture” not “message”. When trying to create a movement or a fan base, simply selling a product or delivering a message is not enough. You have to establish and expand a culture.
Consumers will initially embrace that culture and then be swallowed by it, eagerly becoming part of something they see as a greater extension of who they are or who they want to be.
This public relations war shows both the power of public pressure and the power of building and maintaining a strong fan base. Beer drinkers LOVE their product and let everyone know it. Even as they are progressively more banished from society, smokers continue to light up. And, for pot smokers, ‘puff puff pass’ has become pop culture cliché.
Each product has a simple but multifaceted PR message that is eagerly carried and distributed by ardent fans. An aspect of this PR plan includes creating a mystique, engendering brotherhood among users and connecting their products directly with good times and higher self-esteem. The message – from all three products is this: You will feel good and have friends if you do this.
That’s a powerful message that easily cuts through concerns about health, legality and social standing. People eagerly assume risks they are legally bound to notice because of the power and successful PR culture created by each of these products. Notice “culture” not “message”. When trying to create a movement or a fan base, simply selling a product or delivering a message is not enough. You have to establish and expand a culture.
Consumers will initially embrace that culture and then be swallowed by it, eagerly becoming part of something they see as a greater extension of who they are or who they want to be.
Written by
Editorial Team
The Everything-PR Editorial Team produces reporting, research, and analysis across thirty verticals — communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009.
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