Education based public relations can really pay big dividends. When Starbucks decided to unveil their new logo to the public they chose education-based public relations as one of the venues to garner consumer attention. The new article just published in the March 14 issue of TIME magazine shows a really interesting series of research facts concerning rounded logos versus angular. But the more compelling piece of information that is subtly hidden is the fact that Starbucks is positioning itself for substantial international growth. What a compelling, soft–sell way of telling the general public about their new positioning. Contrast that with the old school direct frontal assault on the consumer’s psyche. Quite a difference.
My recommendation, the next time you want to garner press, think first about cloaking it in a beautiful robe of education minded facts that the consumer will gobble up.
-Paul Scoonover
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