Today, we class of 2020 got an opportunity to meet Cornelia Kunze at School of Communication and Reputation (SCoRe) for a masterclass. She is a global communication consultant who has got work experience in different countries across the globe. She is the creative brand strategist, founder, and partner as i-sekai based in Germany. She started her session by sharing with us how Public Relations is in different countries and the US and UK are the two countries that are most advanced out of all.

Ms. Kunze showed us some of the creative campaigns that have entered in Cannes Lion as she is one of the very few jury members there. She told us that we need to be creative to stand out and make people notice our message. To be able to stand out, she shared with us her personal seven ingredients which we can mix to create magic, standout in our campaigns:

1. Dramatize a solution- Public relations professionals are storytellers and they should have the ability to create a story that gives the solution in a dramatical way. In this, they can dramatize a situation and give its solution more dramatically.
2. Be bold- build in a controversy- Most of the time, PR professionals end up apologising when the brands are getting highlighted for a controversy. But here she says that professionals should be creative to leverage the controversy and give a bold answer.
3. Address a societal tension- It is good to show concern and acknowledge on social issues by a brand. It connects with the audience more and they feel satisfied that someone is talking about it.
4. Humanise empathetic storytelling- Empathising and humanising with the audience through its story takes the brands a long way. It helps to connect with the audience in a more down to earth manner.
5. Be truly local- While working on a campaign, brands should be more local in their language to connect with their audience easily. She stated that Indian and Chinese campaigns are the ones that always make local campaigns.
6. Merge data and human truth- Data today plays a very important role. A campaign can be successful when it is data-driven which is merged with a real-life scenario.
7. Create a product- She says that PR is not only a profession but a mindset.

Related Post – https://scoreindia.org/blog/the-art-of-storytelling/

She shared examples through campaigns while explaining her key ingredients in public relations. Ms. Kunze also says that just telling a story can be boring and one should believe in creating one.

–Neha Goyal

Neha Goyal is an Alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Genesis BCW, Mumbai.