The courier, who attracted significant media attention by playing the piano at the hotel where he went for an order delivery, also brought his company into the spotlight, increasing brand visibility. Experts state that elements with a story accelerate interactive communication, thus allowing the shared content to reach wider audiences. Emphasizing that the event occurring spontaneously within the natural flow of life can be considered organic communication, Assoc. Prof. Dr. Özge Uğurlu said, 'Although it provided an advantage in terms of visibility, brands should not allow these impressions created through digital platforms to spread spontaneously and uncontrollably.'
Brands should not be deceived by the visibility advantage in digital media…
In recent weeks, images of a courier playing the piano at a location where he was delivering a package became a trending topic in Turkey. Üsküdar Üniversitesi Faculty of Communication, Head of Public Relations and Advertising Department, Assoc. Prof. Dr. Özge Uğurlu, evaluated the broad reach of this video and the impact of organic communication efforts.
Elements with a Story Reach Broad Audiences
Assoc. Prof. Dr. Özge Uğurlu stated that images of the young courier Can İncir have been watched with great interest by many segments of society in Turkey in recent weeks, and made the following evaluations regarding the impact of story-driven topics on brand awareness:
"While Can İncir, who played the piano at the hotel where he went for an order delivery, attracted attention with his interesting story, the company the young man worked for was also frequently mentioned in these news stories. It is possible to say that the visibility of the brand in question was positively affected, especially through viral content on social media. When we look at the factors that motivate today's social media users to stay on digital platforms, shareable and story-driven content comes to the forefront. Elements with a story accelerate interactive communication and enable shared content to reach wider audiences. Creating an emotional connection is also extremely important for both the brand and the user at this point. The combination of this power with social responsibility awareness, such as social sensitivity, good intentions, and benefiting someone somewhere in the world, adds value to the brand in every sense. It is possible to attribute the rapid trending of Can İncir's piano-playing videos on social media to these reasons."
Can Be Considered Organic Communication
Assoc. Prof. Dr. Özge Uğurlu stated that the absence of any background strategy, meaning the event occurring spontaneously within the natural flow of life, can be considered organic communication, and said, "Although this situation carries risks within its own dynamics, in the context of this case study, it points to a positive process. We can also say that it contributes to qualities such as sincerity and transparency that users expect from brands on social media. In addition to creating an opportunity for the brand to be more repeated and recognized, the support of many famous figures for Can İncir also paved the way for the event to settle into an even more popular domain. While a positive perspective seems to prevail in this popular domain, on the other hand, the emergence of criticisms regarding the issue also indicates the necessity of acting with a proactive approach."
Brands Should Not Allow Uncontrolled Spread
Assoc. Prof. Dr. Özge Uğurlu emphasized that brands should not allow these impressions, formed or created through digital platforms, to spread spontaneously and uncontrollably, and said, "Although all these developing events seem to have provided an advantage in terms of brand visibility, it is important to properly manage, monitor, and ensure the continuity of the process in the upcoming period."
Digitalization Transforms Processes
Assoc. Prof. Dr. Özge Uğurlu stated that public relations refers to communication skills strategically planned by institutions, centered on dialogue, and based on public benefit, adding, "Just as digitalization transforms every field, it also changes the process of designing public relations activities. This process points to a situation that institutions and brands should take seriously, especially because social media occupies a very important area in individuals' lives."
Many Factors Influence Public Relations Activities
Assoc. Prof. Dr. Özge Uğurlu stated that this managerial activity, considered specifically for digital platforms, contains many dynamics within itself, and said, "It is possible to say that many factors, from content management to the selection of visuals to be used, the tone, sincerity, and language of messages to be conveyed to the target audience, affect public relations efforts carried out on digital platforms. Of course, it is important for these contents to be consistent with traditional channels, and to reinforce the identity, vision, and mission of the institution or brand. The fact that each digital platform has its own unique characteristic structure, users, and culture brings with it the foresight that content management in this medium may also vary."