Image: thedailybeast.com
By: Ryan Garn
Beyoncé is known for pausing the world with merely a single upload to her social media account. The artist has successfully made the world “crazy in love” with her brand through nearly two decades of irresistible hits, iconic videos and show-stopping moments, yet her success offstage is perhaps equally as stunning as what is seen on.
Part of what has elevated Beyoncé to the top of the industry–and helped her transcend mere pop stardom to become a staple in American society–is her unparalleled utilization of public relations to help her find success. Here is a collection of tips to help a PR professional emulate the strategic moves honed by Beyoncé:
Image: thesun.co.uk
1. Always Stay In “Formation”
Beyoncé not only gets her ladies in Formation, but similarly organizes her own plans for carrying out her public relations initiatives. Creative and compelling content can only go so far if there is not a strong foundation at the core of the plan. Even though it can be tempting to randomly release content without an ongoing plan to tie it all together, this can be detrimental to the success — and endurance — of the brand. This lack of cohesion can lead to a chaotic social media presence and do more harm than good in the grand scheme. Keeping all platforms tidy, clean and similar to one another in terms of staying on-branding is crucial. Queen B is consistent and that makes every extension of her brand easy and engaging.
Main Takeaway: Stick to one coherent branding decision and ensure that all of the posts and content fit into this overarching story that your brand identity is trying to tell.
2. Be A “Survivor”
As the digital sphere continues to evolve at a rapid pace, keeping up with these changes is a necessity. Beyoncé has been in the spotlight since the late 90s and now, over two decades later, Beyoncé is never left in the dust. Her willingness to understand the changing direction of the industry has played a massive role in her continued success. To survive in this ever-changing world, it is important to be aware of what platforms and tactics are growing less effective and to prioritize what is currently popular instead of going against the tide. PR professionals sometimes fall into the trap of sticking only with formats that are familiar to them. Yet Beyoncé’s brand evolution shows that when an effort is made to be adaptable, this makes a world of difference.
Main Takeaway: Social media and the way information gets released is rapidly changing so make sure that you take the added time to understand what platforms are best for each specific objective and adjust as needed.
3. Post Until The “End of Time”
Branching off the idea that Beyoncé is skilled at keeping her various sites, socials, and announcements all incredibly tidy, it is important to note that she is also very consistent as well. Keeping an ongoing momentum with a regular schedule of posts, announcements and content are key to maintaining an engaging brand. Publics are quick to lose interest and if posts do not keep up a constant plan of pulling in engagement, it can be terribly easy to lose the attention of one’s audience. Despite her hectic lifestyle, Beyoncé makes it a priority to continuously post, mainly on her own personal site and Instagram. This effectively keeps her audience enticed with a steady release of content. However, it is important to note that increases in quantity should not mean a decrease in quality! Beyoncé would never post anything less than “***Flawless.”
Main Takeaway: As simple as it sounds, there is a direct relationship between how frequently one posts and the level of engagement of the consumer — keep content continuously coming to build a dedicated and engaged base.
4. Have A “Pray You Catch Me” Mentality
Although this may seem a bit contradictory to the posts above, it is also important to not be “too” present or accessible. A huge aspect of Beyoncé that makes her a compelling brand is that she discloses a fair amount of content and information, but still leaves an air of mystery. Putting out just enough, but not everything, is a smart tactic to engage audiences but not bombard them with too much. Plus, when you can captivate the public, withholding information in strategic ways can create a desire in those on the other end to keep up to date to collect the clues dropped so they can build the full picture themselves. This balance of disclosure and mystery is a highly effective technique to keep audiences invested.
Main Takeaway: Although it may take some time to tweak this depending on the persona or brand, finding just the right amount and type of information to release to pique the interest of your audience can be incredibly rewarding.
Image credit: heightline.com
5. Show Your “Halo”
Finally, behind every major brand or company are people connecting with other people. When PR campaigns tend to prioritize the product and portray them with “larger than life” themes and visuals, it can actually distance themselves from the consumer. Acknowledging the human element within the brand can make all the difference when telling the story of a brand. Focusing on stories that revolve around a relatable human or by highlighting elements that the typical consumer experience can connect with, the brand’s relationship with the public can be strengthened due to its perceived authenticity. Beyoncé makes wise choices to show not only screenshots of her living the glamorous lifestyle, but additionally the small moments with her family, behind the scenes and doing every day typical types of things. If Beyoncé, who is the queen of the music industry and arguably the galaxy, can come across relatable, anyone or anything can.
Main Takeaway: The most successful brands are those that create a relationship that clicks on a human level. Find unique, creative ways to show the human element and let the everyday little moments leave a large impact on the person you are trying to build a relationship with.
Beyoncé has evolved from a sensational musician to one of the most successfully executed brands seen in modern day society. To say that her brand inspires passion in its followers is almost an understatement. Hopefully, from looking at the tips and advice given above, one can realize that this is no mere accident and that underneath all effective PR campaigns is a thoughtful and strategic team working to engage the public. We all know that Beyoncé “Runs The World”, but by implementing these techniques, any PR team or firm can help elevate their brands and find greater engagement following in the footsteps of the almighty Yoncè.