What if there was a way for you to differentiate your PR from the rest of your competitors — but it’s slightly risky and not that easy. Would you try it?
Such a PR tool does exist. It’s called humor.
According to Marketing Profs, few companies are using humor in their marketing and PR that, whenever a company does — and does it well — it’s sure to stand out, especially among technology companies.
“High-tech suffers from terminal seriousness,” says Kathy Klotz-Guest in her article, “Humor in PR: Can You Hear Me Now?”
Companies that do harness humor in their PR are sure to catch the attention of media and the public.
Humor is also effective at engaging your target audience and getting more mileage out of social media.
“Consumers are, in fact, willing to engage with companies and brands in today’s online social forums,” says Aaron Perlut in his Forbes article, “Humor Can Create Engagements.”
Granted, using humor carries some risk. Context is everything, for one thing. If you have a global audience, your North American markets may get the joke, but your Asian markets may end up scratching their heads.
Furthermore, being funny does not excuse you from offering real news. Your PR materials, while humorous and entertaining, still have to have news value.
You have to know your audience to use humor effectively — something which is true of any type of communication, PR or otherwise.
This Brand Gets Humor Right
Many experts agree, self-deprecating humor works best. To give you an example, the satirical publisher, The Onion, once made fun of Tide in a parody article about how companies are using social media to promote themselves. The company got in on the joke, produced the fictitious video described in the article, and generated plenty of social media buzz, not to mention kudos from the writers of The Onion themselves. It was an excellent example of how a brand’s ability to laugh at itself can produce positive PR.
Click here for the original article in The Onion.
Watch Tide’s video, which was posted just two days after the Onion article was published:
Is Humor Right for You?
The next question is, of course, whether humor is a good approach for your company or client.
I think it’s possible to find a humorous angle, if not several, in any product, service, market or industry. However, there are some things to keep in mind:
- Stay relevant. Humor brings positive PR only when it helps expand your core messages.
- Be sensitive. Humor’s impact depends on the attitudes and values of the audience. Be aware of cultural, religious, political and other sensitivities that may make your comedy backfire. This is where having a true understanding of your audience — developed through listening and interacting with them — pays off.
- Steer clear of humor bombs. Certain topics are bad jokes, no matter what. This includes child abuse, exploitation of women, racial discrimination and disabilities.
Over To You
How about you? Have you tried using humor in your PR and communication? What results did you get?
Share your experiences below. Or post on our Facebook wall and send me a tweet.
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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Elena, I love when companies can make light of themselves through the use of humor. It shows a more human side that is easier for consumers to connect with. It’s a thin line to walk, though, as organizations can easily cross that line, such as Kenneth Cole did with the riots in Egypt. If you can walk the line, though, humor can endear a brand and create ever-important relationships with publics. Thanks for sharing this. I hadn’t heard about the Tide video, and it’s a great example.
Monica Miller Rodgers´s last [type] ..Figure it Out: Research in Public Relations
Hi Elena
I think your post highlights a couple of important points:
1. In business and life you have to take a risk sometimes.
2. Business can be taken too seriously. Whilst it is serious in some ways, that doesn’t mean we can’t have a bit of fun with it.
I think humour, used well, is very attractive to potential customers/clients as it creates connection. And as it isn’t used hugely by many businesses it can also be a differentiating factor. I would rather do business with someone that looks like fun and can laugh at themselves rather than businesses that are too serious as that oozes boring.
Ali Davies´s last [type] ..Quick Tip to help you Achieve Your Goals Faster and Easier
Thanks Ali. I know one of the factors we consider as a team when choosing to work with clients is: Can we laugh with these people? Are they going to be fun to work with? That makes the work way more enjoyable!
There isn’t a better way to attract a reader than to use humor. PR can either make or break your company or business which is why it is best to hire a PR Agency. Social Media Consultants are a great resource for the inside scoop on how to improve your business structure. Thanks for sharing.
Jamie@ Franchise Public Relations
Hello Elena,
I enjoyed your post. You made some very insightful comments.
I think humor is a powerful tool in the public relations toolbox. I also agree that self-deprecating humor is usually the safest route.
Another recent example of a company capitalizing on an expected opportunity is Bodyform, a UK-based company that sells feminine hygiene products. When a man posted a tongue-in-cheek comment on their Facebook page, they responded a week later by producing a funny video. In a six-day span, it’s been viewed 2,735,454 times. The cost to make the video is minimal when compared to the world-wide exposure they’ve gotten for it. It took someone with creativity to dream up the concept and a management team with spirit to get behind it. (http://www.facebook.com/Bodyform)
People embrace humor. They seek it out. They forward it, post it, tweet it, instagram it.
That being said, humor is definitely not for all companies and of course it comes with risks, especially when not properly executed. It takes a gentle hand to steer it.
I have been researching effective tactics for using humor in social media for quite some time and I am thrilled I stumbled upon this article. I think the key is, self-deprecating humor. This is the easiest way to ensure that the content doesn’t offend anyone yet isn’t a “humor bomb”.
Glad you found my blog Lindsay! Hope it helps.
Sylvie – what a great example and I laughed out loud. The Bodyform video and viral campaign are brilliant. Thanks so much for sharing.
I think humor indeed is a great way to attract an audience, but before applying the humor business should consider if it’s consistent with company’s mission and goals or if it’s just a poorly placed joke. A bad joke normally spreads faster than a good humorous story. I am also surprised that many experts agree self-deprecating humor works best. Maybe it should be the first step to start with. Thanks for sharing the post, it is very useful.
I really enjoyed reading this post. I feel that sharing a good laugh with someone is a great way to bond and get to know someone. Being part of the younger demographic, I personally feel that more companies should use a humorous approach while trying to get the message across. Not only does it make for a good laugh, but I feel it is more intimate than the regular, boring ways of getting a message across. Of course you need to be careful you don’t cross any boundaries, and make sure it is not disrespecting your target audience. The backlash you may face if you`re not careful can be detrimental to your campaign. Everyone remembers a good joke. If you know what you`re doing, and you can use humor in the correct context, then why not!
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Laughing with your client/agency is a very crucial health factor in sustainability and smooth walking in the communication industry
Kohinoor Dev Roy´s last [type] ..A nice post on Stilettos by Meghavarshini
Absolutely Kohinoor. If you can’t laugh with your client, your relationship goes downhill very quickly!