We’re now firmly ensconced in autumn – the time of leaves changing, sweaters, bonfires and pumpkin EVERYTHING. We eat it, drink it, take pictures with it and even use its scent for a moisturizer.
Pumpkin used to be the random item that turned into Cinderella’s carriage or a pie served on Thanksgiving that maybe eight of 10 people at the dinner table liked. But, now it’s everywhere. Store shelves are lined with pumpkin cereals, coffees and teas, cookies, lip balms and even almonds!
I’m not denying that I’m basic, with no shame, and I adore pumpkin, but every fall I always wonder, “Who in the world does this gourd’s PR?”
Why do random things suddenly get popular? Obviously, a celebrity donning a kitschy pair of earrings can suddenly create mass demand for them or a sports star eating at a hole-in-the-wall restaurant can lead to lines out the door.
But, what was the magical life-algorithm that turned pumpkin into the Kardashian of gourds? Really, people either worship it or love to hate it.
It’s something I like to call the Squirrel Effect. Ever hear the joke: What’s the difference between a rat and a squirrel? Good PR.
Good PR is the fairy godmother that turns your pumpkin into a carriage. It’s what makes your brand or product noticeable to the public. And that’s the key – it’s what makes you noticeable.
Ultimately, it may help you sell a product or service, but it’s very difficult to definitively correlate the two. What you want from good PR is credibility and recognition. Good PR is what makes people see pumpkin-spice chips and think, “Oh, I might want to try those.”
Before launching a PR program, ask yourself, “What do I want from this?” Of course, ultimately “sales” is the answer, but think deeper. Without credibility and recognition, where will those sales come from? If your brand isn’t trusted, will people buy? If few people know you exist, how will they find you?
No single communications channel can really do it all – advertising, marketing and PR work best when they work together. But PR is the backbone. Without a good PR program, it’s very difficult to drive an effective communications initiative. You need PR to help you create the foundation, (and I’m going to say it again because it’s so important) recognition and credibility, so that advertising and marketing can then push out your distinct messages.
A good PR program is vital for any business, large or small. Without it, your company is just a pumpkin wannabe.
But back to the question at hand, who decided pumpkin was it? Was it Starbucks and its delicious PSL? The American Pumpkin Association? (Doesn’t exist, I just checked)
Can anything really match the wild PR success that pumpkin has enjoyed? I’m voting for apple as the next big thing! What’s your take?