Mastering PR with Jackson Wightman of Proper Propaganda
In a recent interview, Jackson Wightman, the "Minister of Propaganda" at Proper Propaganda, shared invaluable insights into the world of PR, particularly for tech and innovation-driven companies. With over 12 years of experience helping brands scale in the U.S. market, Jackson’s expertise is a goldmine for companies looking to build their brand equity and navigate the complexities of public relations.
Key Takeaways from the Interview
The Importance of Narrative:
Jackson emphasized that a strong brand narrative is the foundation of any successful PR strategy. Companies, especially those from Asia, often focus too much on product features and engineering. Instead, they should position the customer as the hero of the story, highlighting how their product solves a specific problem.
Earned Media is Priceless:
Unlike paid advertising, earned media (coverage from journalists, influencers, etc.) cannot be guaranteed. Jackson debunked the myth that PR is all about who you know. Even with strong media relationships, the narrative and uniqueness of your product are what ultimately drive coverage.
The Role of Influencers:
Influencer marketing is a key component of modern PR, but it’s not a silver bullet. Jackson noted that while micro-influencers can be effective, brands need to manage expectations—only a small percentage of influencers will drive significant results.
Tailored Strategies for Different Audiences:
PR strategies must align with the target audience. For example, traditional media might still be relevant for older demographics, while Gen Z and Gen Alpha audiences are more likely to engage with content on platforms like TikTok or through in-game activations.
Crisis Management:
Jackson shared a cautionary tale about a company that mishandled influencer outreach, leading to negative publicity. His advice? Always approach crises with sincerity and a willingness to make amends.
Why Proper Propaganda Stands Out
Proper Propaganda specializes in helping scale-up companies, particularly those entering the U.S. market. Their services include:
Brand Narrative Development: Crafting compelling stories that resonate with audiences.
Classic PR: Media relations, influencer outreach, and more.
Performance PR: Strategies that drive measurable results, similar to affiliate marketing.
Influencer-Centric Campaigns: Leveraging key opinion leaders (KOLs) to amplify brand messages.
Lessons for Asian Brands Entering the U.S. Market
Jackson highlighted the importance of finding a PR partner who understands the cultural nuances of the U.S. market. A local partner can help bridge the gap between Asian brands and North American media, ensuring that messaging aligns with what journalists and influencers are looking for.
Conclusion
Jackson Wightman’s insights underscore the importance of a well-crafted PR strategy for brands looking to scale in competitive markets like the U.S. Whether you’re a tech startup or an established company, understanding the power of narrative, earned media, and influencer partnerships can make all the difference.
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