PR: The Power That Shapes Our Reality
Reputation and perception are rarely a matter of chance. They are carefully crafted strategies that create markets, influence behaviors, and shape public opinion. Here are some iconic examples showcasing the transformative power of PR:
📚 Feminism and Cigarettes
Edward Bernays, one of the «fathers of PR», transformed cigarettes into a symbol of female independence in 1929. He orchestrated a bold publicity stunt during a parade, where women smoked publicly, calling cigarettes «torches of freedom». Nearly a century later, this association between emancipation and smoking persists, continuing to influence even cannabis marketing strategies.
🍸 Alcohol as the Spirit of the Times
“Martini. Shaken, not stirred.” — it would be nice to think this iconic Bond-martini connection was the work of a PR agency, but the truth is, Ian Fleming simply loved martinis!
However, here’s a more relevant example. How can an unknown, new French vodka brand boost its sales? In the mid-2000s, the answer was simple: a partnership with Sean “Diddy” Combs (yes, that Diddy!). Within a few years, annual sales of Cîroc skyrocketed from 40,000 cases to over 2 million cases, propelling the brand into the premium category, directly competing with giants like Grey Goose and Absolute.
This is a story of how a not-so-unique and new product can achieve fame with the right influencer at the right time.
💎 (Fake) Pearls as a Symbol of Elegance
We’ve previously talked about how De Beers artificially redefined wedding traditions forever in the 1930s. Cultured pearls have a similar story. Kokichi Mikimoto was not only the first to produce cultured pearls but also made them fashionable through clever positioning, participation in exhibitions and fashion events, and unwavering confidence in his product.
If it’s fake, does it even matter if it’s actually better?
🌍 CO₂ and Carbon Footprints
In the 2000s British Petroleum in collaboration with PR agency Ogilvy & Mather, popularized the term «carbon footprint». This campaign shifted the narrative by emphasizing individual responsibility for CO₂ emissions, distracting attention away from the oil industry’s significant contribution to global pollution. At the same time, it opened up opportunities for new markets focused on carbon and «eco-friendly» products, overshadowing other environmental issues.
🕎 Hanukkah as a Commercial Holiday
Do you feel the spirit of winter holidays? New Year’s Eve, Christmas, and, of course, Hanukkah — the most recognized Jewish holiday worldwide! It owes much of its image to brands like Manischewitz and Hallmark. Their campaigns positioned Hanukkah as the «Jewish Christmas», focusing on gifts, sweets, and blue-and-white decorations. Interestingly, in Israel, Hanukkah is much less significant compared to other holidays, illustrating how PR can reshape traditions.
How Does This Relate to ORM?
At Canntastic, we apply PR-inspired strategies tailored to the cannabis industry (though in a more subtle manner!) to help businesses craft narratives that engage audiences, build trust, and foster lasting customer relationships.
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