Remaining Relevant in the Era of Rise and Falls

A football game. Global unrest politically, economically, and socially put 2023 as a tumultuous time, especially in public relations. With top Super Bowl sponsors like Pepsi and social media giant TikTok surging past the noise, in 2023, it all comes down to adaptability.

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Calling an Audible for this Year's Super Bowl Marketing Plays
TikTok on Rocky Ground with Bill to Ban in Congress
60-Second Close: Spending Wisely in PR

1. Pepsi Calls an Audible for this Year's Super Bowl Marketing Plays

Household brands will have to be more creative than ever for Super Bowl LVII 2023, which happens on February 12th. During a time of slashed marketing budgets and layoffs, uncertain economic forecasts, and global uncertainty, the prevailing idea of “burying your head in the sand" leaves many with a looming disruption to their pipeline.
However, Super Bowl ads cost a record $7 million per 30-second slot this year, and huge disruptions are occurring with sponsors — Crypto went bust, Pepsi is no longer doing halftime, a rapid surge in sports betting, the rise of ESG, and the list goes on. With global events reshaping industries almost daily, the name of the game for corporate comms this Super Bowl will be flexibility to adapt messaging accordingly.
Two key takeaways:

1) Research by Forbes shows that public relations can be 90% more effective than advertising (paid media).
2) How much PR attention might you enjoy for a $7 million investment in public relations strategies and tactics vs. a one-time 30-second Super Bowl ad? To dig deeper into this debate, see “5 Ways Public Relations is Better than Advertising.”

2. TikTok on Rocky Ground with Bill to Ban in Congress

Social media company TikTok has risen to incredible popularity with users and advertisers alike. Now, security concerns from the U.S. government and a move to ban TikTok may have companies thinking twice about investing in the platform.

Controversy isn’t always bad in social media. Nearly everyone saw Elon Musk taking the spotlight in his purchase and “reboot” of Twitter. Amid public outcry and what seems like a virtual PR nightmare for Twitter, Musk has skyrocketed daily usage on the platform. However, an eccentric billionaire stirring controversy is one thing, and a platform that may be used by enemies to monitor and compile data is another. A recent 60-minute segment showcased the very real threat over Tik Tok and China data privacy concerns, and yet, many companies are still quite active on the platform.

So, which platforms should you decide to invest your time and budget in? How many social media sites do you really need to be on? Are there certain ones that are "must haves" and ones to avoid? Unfortunately, there is no one set answer. Social media is a conduit through which you can reach your audience where they are. Discover the platforms where your users are already engaged and start building trust.

3. 60-Second Close: From One Crisis to Another, Communication is Key

The research is clear that continued PR investments, even in a crisis, produce better results. Fifty-four percent of brands that maintained or increased marketing budgets during financial pressure saw a return on investment improve on their investment and advertising PR marketing-type activities.

More than ever, companies — even governments — are relying on social media for effective communication. Losing trust on a platform can be catastrophic, even if it’s inadvertent. Online first impressions are everything, so make sure you’re spending your time and energy wisely on the outlets that will provide the best return possible.

At Axia, our team exerts unbridled creativity guided by the data to keep the audience wanting more. Ready to begin creating those unforgettable brand moments your audience never forgets? Just ask me how we’ll help get you there.

Clients love Jason’s passion, candor, and commitment as well as the team he has formed at Axia Public Relations. He's advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut, and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author, and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.