Marketers try to convince through psychological force while public relations professionals try to persuade through tapping into the pre-existing desires and values of their audiences. We lay the groundwork for marketers by creating the alluring perceptions that marketers sell.
Without us, marketing efforts often fail. The reason for this is simple, while repetition may be the motto of marketers, a story that doesn’t stick, won’t stick no matter how many times you throw it at a wall. Case and point, Victoria Secret’s 2014 “The ‘Perfect’ Body Campaign,” which played on the reiteration of the word perfect — “perfect body, perfect fit, perfect comfort, perfectly soft,” — displayed with only model-thin and toned spokeswomen.