If you think PR is still about fluffing up press releases and chasing media hits, you’re stuck in the past. Traditional PR as you know it? Dead. Buried. Obsolete.
Today’s PR arena is less about shouting into the void and more about creating real, honest connections, building loyalty, and adapting to a world where everyone’s glued to their phones.
So, let me ask you this: Are you still stuck in the old playbook, wondering why your efforts aren’t sticking? If you are, you’re not alone — but you are falling behind.
Lucky for you, Matt Caiola, a PR pro who’s seen it all, recently shared his wisdom in a chat with DesignRush. He broke down the new rules of PR, and let me tell you, these insights are as sharp as a headline that actually converts.
Keep reading as we dive into Matt’s playbook and serve data-driven, actionable steps you can steal right now to level up your brand or agency. Trust me, this is the kind of stuff that gets you off the media-hit hamster wheel and into the world of PR that works.
Who Is Matt Caiola?
Matt Caiola is a trailblazer in public relations and the North American CEO of 5WPR. With over a decade of experience under his belt, Matt has redefined PR by focusing on emotional connections, value-driven campaigns, and staying ahead in today’s fast-moving PR world. Under his leadership, 5WPR has been recognized as a top global PR agency, earning accolades for innovative strategies that prioritize authenticity and impact. If PR was a chessboard, Matt’s the grandmaster, staying ten steps ahead to help brands build lasting loyalty and trust.
Consumers are becoming more selective about the brands they align with. It’s not enough to just grab their attention — you need to win their hearts. Matt kicked things off with a powerful statement:
“Today, PR isn’t just about raising awareness; it’s about helping brands build genuine connections with their audience. Consumers are increasingly drawn to brands that reflect their values, whether sustainability, diversity, or social impact.”
And he’s right. Research backs him up:
- 82% of consumers prefer brands that align with their values, according to HubSpot.
- According to PwC, 80% of customers are willing to pay more for products from sustainable brands.
So how does PR build these connections? Through authentic storytelling that resonates.
“It’s about aligning a brand’s purpose with what truly matters to its audience, creating a lasting bond beyond the transaction,” Matt explained.
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This isn’t just fluff — it’s the glue that fosters loyalty.
Actionable Tip: Use PR to amplify your brand’s values. Whether it’s a sustainability initiative or a commitment to diversity, ensure your campaigns reflect what your customers care about most. Authenticity is non-negotiable.
Stand Out by Differentiating on Value, Not Price
When asked how brands can stay competitive without falling into the discount trap, Matt’s advice is clear:
“Brands need to differentiate on value, not just price. PR can do this by focusing on what makes a brand unique — its story, expertise, or commitment to quality. It’s about building a narrative that fosters emotional loyalty.”
This strategy is a game-changer. Focusing on storytelling and value can make price less of a customer-deciding factor. Studies show:
- 81% of consumers expect personalized experiences when they engage with brands.
- Emotionally connected clients bring in 52% more value than your average satisfied customer — a stat you can’t afford to sleep on.
Matt recommends using tools like thought leadership, customer stories, and influencer partnerships to tell your story.
“If you’re connecting with your audience on a deeper level, price becomes less of a deciding factor,” he emphasized.
Actionable Tip: Create PR campaigns that highlight your brand’s unique strengths. Don’t just sell a product — sell a story. Use customer testimonials, behind-the-scenes content, or partnerships with authentic influencers to really stand out.
Measuring PR’s Impact on Long-Term Loyalty
PR isn’t just about creating hype — it’s about creating loyalty. But how do you measure that? Matt explained:
“Measuring long-term loyalty comes down to tracking the right data: Customer Sentiment, Engagement, Sales Impact. Tools like social listening and surveys can give you insights into how PR moves the needle.”
Here’s the data to consider:
- Customer Sentiment Analysis: Brands that actively measure sentiment see higher loyalty rates.
- Social Listening Tools: These provide real-time insights into how customers perceive your campaigns.
- Customer Retention Metrics: According to the Pareto principle (aka the 80/20 rule), 20% of your customers could drive 80% of your revenue. CLV (Customer Lifetime Value) flips the focus from short-term sales to the bigger picture, recognizing the long-term value your most loyal customers bring to the table.
If your strategy isn’t working, don’t hesitate to pivot.
Exciting news! We're thrilled to welcome Tom Holland's non-alcoholic beer brand, @berobrewing, to our agency! A huge thank you to @prweekdiana and @PRWeekUS for helping us share this announcement with the industry. https://t.co/py6gFYwXOi
— 5WPR / 5W PR (@5W_PR) November 13, 2024
“Adjust your messaging, shift your media focus, or change up your influencers,” Matt advised. In other words, your ability to adapt is a must.
Actionable Tip: Use tools like Sprout Social or Brandwatch to track sentiment and engagement. Combine this with feedback surveys to refine your strategy in real-time.
Leveraging Micro-Influencers for Authenticity
One of the most impressive PR moves Matt highlighted was his work with SMEG. By partnering with 14 mid-tier influencers, his PR firm generated over 38 million impressions, a 6.5% engagement rate, and more than 60,000 consumer clicks for the client.
“Micro-influencers are powerful because they have a trusted, engaged following,” Matt said. “It’s not about the size of the audience; it’s about the depth of the connection.”
The engagement rate achieved is especially awe-inspiring. 5WPR managed to exceed the industry standard for a good campaign, which typically ranges from 1-3%.
But why are micro-influencers so effective?
- Higher engagement rates: Micro-influencers see up to 60% more engagement than macro-influencers.
- Cost-effectiveness: Collaborating with micro-influencers is budget-friendly while delivering authentic connections.
Matt’s secret to managing these partnerships?
“Focus on long-term collaborations, give them creative freedom, and measure the impact to ensure engagement and loyalty.”
Actionable Tip: Find micro-influencers who align with your brand’s values. Build genuine relationships with them, and track their impact on metrics like engagement, clicks, and conversions.
Adapting PR to Mobile-First Consumer Behaviors
With consumers living on their phones, PR strategies have got to get with the program.
“As consumers go more digital and mobile-first, PR needs to be agile,” Matt said.
“It’s no longer just about traditional media placements. It’s about creating content native to social, video, and mobile platforms.”
Some eye-opening stats:
- 63% of consumers are all about finding brand and product info on their phones. If your content isn’t mobile-first, you’re basically ghosting most of your audience.
- By this year, 2025, 7.49 billion people worldwide will be glued to their phones. If your brand isn’t dialed into mobile, you’re missing out on a global audience.
Matt’s advice? Invest in real-time analytics and digital trends.
“Brands need to stay data-driven and ready to adapt.”
Actionable Tip: Optimize your PR campaigns for mobile-first platforms. Use short-form videos, social media storytelling, and real-time updates to engage with consumers where they are.
Bringing It All Together
PR has had an undeniable glow-up, and Matt’s insights are a masterclass in staying ahead.
Just focusing on media mentions has been thrown out the window — now is the time for authentic connections, leveraging micro-influencers, and owning mobile-first behaviors.
Like Matt said, “The ability to quickly adapt is crucial.”
Take that to heart, and your PR strategy won’t just keep up — it’ll lead the charge.
