Introducing "Thread Theory"
By assessing Public Relations challenges with a seamstress' mindset, I find solutions that are complex, enduring, and of course - made with love.
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I simultaneously employ multiple PR tactics or "threads" to weave together a stronger story. At their core is an "invisible string" of emotion - tying everything back to something that feels recognizably human.
From Pattern to Product
Identifying The Stitch-uation
Whether it be a slight tear, a few unraveled threads, or a giant gaping hole--I identify the scope of the problem to set the course of my plan.
Choosing the Pattern
Based on the problem, I create a plan of action. This blueprint becomes my dress pattern of sorts so I need only to measure twice and cut once.
Stitching It Together
The most crucial step of all where everything comes together. I select the specific stitch or tactic best suited for the problem at hand. Pick a stitch that's too loose, it'll all fall apart. Pick something too decorative and it's simply out of place.
Assessing Functionality
After completing the project, was the problem truly solved or mended? Is it practical, functional, and lasting?
Between the Threads
The (3) Threads
Each campaign should use at least three tactics or "threads" that run concurrently, each with their own individual inflection point yet building to one overarching media moment.
The "Invisible Thread"
The essential, behind-the-scenes thread you can't "see" but the one you can feel. This is at the core of the strategy and grounds the entire campaign in emotion. Without this, consumers have no reason to care.
Rationale
Stories aren't two dimensional - thus, our approach to them
shouldn't be either.
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The ever-changing media landscape demands us to be fast on our feet, using different channels to connect with others. Whether it's working with an influencer, hosting a pop-up activation, or a classic journalist cold call - each communication challenge should be met from multiple angles - to tell a big-picture story.
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But with all the moving parts, a core emotion should tie it all together so that the tactics feel deliberate and harmonious. Whether it be nostalgia, concern, or just plain excitement - with this in mind, the consumer can't help but
connect to the campaign on a personal level.
