The PR skill no one teaches: Being chronically online

The PR landscape is extremely fast paced and constantly evolving, adapting to new trends to engage and inspire. Social media and pop culture have a massive impact on shaping some of the biggest cultural moments and trends globally, in-turn allowing us as an agency to align ourselves with what is cultural in tune and relevant.  

The essence of 90s fashion has come back to the forefront, from the minimalist and simplistic aesthetics to the bold and pencil like silhouettes. This was all stemmed from a major cultural moment that was sparked by the new television adaptation Love Story, with all eyes on Carolyn-Bessette Kennedy’s portrayal, and algorithms across the country infiltrated with CBK inspired content. Suddenly retailers and brands across the country were releasing CBK inspired edits and collections, positioning their marketing and PR tactics around the Love Story hype in anticipation of connecting with audiences.  

What exactly was it that made this moment so impactful? It was more so the ability to bring forth a sense of nostalgia. Audiences weren’t just engaging with the series, they were moved by the lifestyle, the aesthetic and the identity – CBK encapsulates a sense of ambition and confidence which was something that felt was craved from audiences globally. It was a chance for brands to tap into this shift, adapting moulding to a more refined and timeless visual that encapsulated a sense of power and confidence.

From a Public Relations perspective, it’s an opportunity to get ahead and make moves off the back of such a profound cultural moment. Often in the industry now, our wins don’t come from being the loudest, instead it comes from truly listening and understanding cultural patterns and trends before anyone else does. In such a competitive environment, it’s almost imperative to think of unique and creative ways to break the noise.

The CBK phenomenon was a chance for us to do exactly that, allowing us to align with a strong and impactful moment and position it in a way that captures attention fast.  Whether it be pitching  “CBK-inspired edits” to media highlighting the resurgence of minimalist 90s inspired fashion and putting forth clients that would align with the narrative of quiet luxury and simplicity.

So maybe being chronically online isn’t so bad after all, allowing us to spot shifts as they’re happening and hop on amid the peak of momentum, not after it. In fact, if we look deeper, being “chronically online” isn’t about doomscrolling for hours on end, flicking through meaningless content, it’s instead a chance to develop a sharper understanding of the digital sphere. It’s an opportunity for us as an agency to connect and observe various patterns of audience behaviours and what poses as effective in achieving mass traction and relatability.  

What it really comes down to is intention, making moves with purpose and a key strategy in mind. I guess you could say that with an alarmingly high screen time comes the ability to filter through the noise and highlight what it is that is resonating with audiences, therefore allowing us to translate these opportunities into impactful cultural phenomena.  To look at it from another lens, it’s a chance to bridge a connection between both the brand and the consumer, strengthening a bond and positioning the brand as in line and at times ahead of cultural trends.  

In a landscape where trends can rise and fall in the snap of a finger, these moments cannot be chased, it needs to be recognised then and there before another meme or vocal stim goes viral. A profound and sharp sense of awareness starts by simply being online enough to see it first, but more importantly, knowing what to do with it when you do see it.