The renowned philosopher Socrates once declared, "Employ your time in improving yourself by other men's writings, so that you shall gain easily what others have labored hard for." In the realm of public relations and business marketing, no individual's writings and experiences hold more potent lessons than the infamous P.T. Barnum.
As the mastermind behind some of the most memorable publicity stunts in history, Barnum's strategies are as relevant today as they were in the 19th century. They remain an invaluable guide for businesses seeking to spark conversations and make headlines. In this article, we will delve into three key lessons from Barnum and how modern businesses can adapt them to generate buzz in today's market.
Lesson 1: Embrace the Extraordinary
P.T. Barnum was an unabashed promoter of the novel and the extraordinary. He understood that in a world inundated with the mundane, the unusual can be a breath of fresh air. He was known for showcasing unique curiosities that were guaranteed to pique public interest, such as the 'Feejee Mermaid' or 'General Tom Thumb'.
Today's Takeaway: Uniqueness is a powerful tool in PR. Do not shy away from what makes your business different. Embrace your uniqueness and communicate it effectively to your audience. Perhaps you have a unique business model, or maybe you're employing an innovative technology. Highlight these in your communications to stand out from the crowd.
Lesson 2: Cultivate Curiosity
Barnum was a master at whetting the public's appetite by cultivating curiosity. He created buzz and anticipation around his shows with the clever use of teasers and enigmatic advertisements.
Today's Takeaway: In the digital age, businesses can leverage this principle by utilizing 'teaser campaigns.' Prior to a product launch or a major announcement, release hints or previews to build excitement and anticipation. This strategy not only piques interest but also expands reach as intrigued audiences share your content, fostering organic publicity.
Lesson 3: Build and Leverage a Personal Brand
Barnum himself was a significant part of his business's brand. His larger-than-life persona, his stories, and his flamboyant promotional style were synonymous with the experience he was selling.
Today's Takeaway: In the age of social media, a strong personal brand can be a powerful asset. If appropriate, consider being the face of your company. Share your journey, your values, and build a genuine connection with your audience. A strong personal brand fosters trust and authenticity, two key drivers in today's consumer behavior.
In conclusion, the lessons from P.T. Barnum remind us that the fundamental principles of publicity haven't changed much, even in the digital age. It still revolves around capturing attention, fostering anticipation, and leveraging authenticity. However, businesses need to adapt these principles to the evolving communication landscape.
The art of PR, much like any art, is an ever-evolving discipline. The canvas and the brushes might change, but the essence remains the same. And as we strive to master this art, looking back at the pioneers, like Barnum, can be a source of invaluable insights and inspiration.