Join Grace Leong for “Bringing the Power of PR to Brand Marketing” on Sept. 25, 2012 noon–4:30 p.m. EDT, and learn how to build brands with public relations insights and strategies. Register Now

What do the brands Chipotle, Chrysler and Nike have in common?

If you answered that these three brands are seeing strong growth in their sales, and consistently maintain top spots on the lists of the world’s most admired brands, you would be correct.

However, even more interesting to me as a marketer and a public relations professional, is the fact that each of these brands has recently won a top national or international award in an advertising competition for a campaign that was not led by advertising, but rather driven by a public relations insight and powered by traditional public relations techniques.

Yup, it’s true. As several bloggers in the communications industry have already noted, these brands, and dozens of others, are winning advertising campaign awards by embracing public relations practices and using our principles to drive deeper levels of engagement and connect more completely with consumers. An examination of some of these award-winning programs clearly shows that public relations ideas are serving as the foundation for best-in-class, 360-degree marketing campaigns.

What’s happening here? It’s simple really. These brands have evolved into a new era of marketing by adopting a values-driven approach. Simply put, values-driven marketing is based on the premise that brands can spark the emotional connection that leads to engagement by focusing on the values shared by both the brand and consumer.  

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