In an era saturated with clickbait headlines, viral campaigns and "louder is better," a quieter and more strategic form of publicity is emerging — and it’s changing the PR game. In this article, Saads Abrahams from media update is exploring the rise of quiet PR.
Get ready to say goodbye to loud, in-your-face PR, and open your arms to the world of quiet PR — a subtle, smart approach that focuses on credibility, consistency and connection, rather than all the attention-grabbing gimmicks.
As media consumers continue to grow more and more sceptical and discerning, brands are now finding out that sometimes the best way to stand out is to tone it down.
What Is Quiet PR?
So, what exactly is quiet PR? Quiet PR is a strategy that focuses on gaining attention without the noise of flashy media drops or big-budget stunts.
Quite PR rather focuses on:
- thought leadership
- expert commentary
- earned media
- quality and consistent storytelling, and
- discreet yet strategic brand positioning.
Why the Shift Toward Subtlety?
The shift from loud to quiet PR is happening for a few reasons, such as:
Consumer Fatigue
Audiences are overwhelmed with content. Quiet PR stands out by not contributing to the chaos; rather, it provides low-key, useful and relevant messaging.
Authenticity Wins
Flashy campaigns can come across as inauthentic, whereas quiet PR methods build credibility through consistent and meaningful messaging.
Industry Specific
It is important to note that not every industry benefits from or requires viral / noisy campaigns. Industries such as health and finance would benefit more from expert positioning over extravagant campaigns.
The Tools of Quiet PR
PRs can make use of quiet PR through:
How PR Pros Can Embrace This Approach
There are a few steps that PRs can make use of to embrace quiet PR, such as:
- Redefine Success: Value isn't always measured by going viral.
- Change Perspective: Focus on relevance and credibility rather than sheer numbers.
- Take Your Time: Develop sustainable strategies instead of seeking quick attention.
- Inform Clients: Demonstrate the effectiveness of strategic silence and focused storytelling.
What are your thoughts on quiet PR? Let us know in the comments section below.
*Image courtesy of Canva
*Information sourced from PR Daily