Practicum Strategy

Let’s not kid ourselves. Direct experience is more powerful than anything secondhand. It leaves a deeper, longer-lasting impression than any message we can craft. 

Every day, people experience emotional and physical extremes, such as joy, love and satisfaction, but also hardship, hunger and pain. Most of us don’t witness these moments firsthand. Still, we respond to these experiences in stories we see, hear or read. That’s the power of communication. It helps people form opinions, feel deeply and choose how to act.

In public relations, our job is to shape those choices. When a message sparks action, that’s the most profound outcome we can achieve. Whether it’s saving lives, winning elections, shifting spending or simply connecting people, these are real-world results that matter. 

Where ideas become action. 

Nothing rivals personal experience, but well-crafted stories still move people, change minds, drive decisions. If we want to be effective communicators, we must take that responsibility seriously. We owe it to our employers and our clients to move audiences beyond passivity and make an impact. Simply creating vague “awareness” isn’t enough, just as building positive public perception doesn’t happen with a single press release. Achieving that takes a concerted, conscious, sustained effort, which is what strategy is all about. Strategies can inspire action and outcomes.

Persuasion is part of the work. It’s about building clarity, trust and urgency in a way that invites others to act. It requires intention. This isn’t just theory. Campaigns win business (and elections), policies change, businesses thrive or collapse and lives are saved through persuasive strategy. 

Perhaps “lives saved” by PR sounds like hyperbole, but a great recent example is the success of COVID vaccines. PR campaigns to promote vaccine safety, adoption and compliance had a demonstrable impact, saving millions of lives.

The question isn’t whether communication strategy matters. It’s whether we’re using it well, with clear intentions.

So, how do we create impact in a practical way? Let’s say we’re trying to promote a product, service or idea. The tactics will vary, but the goal is always the same: move people to care and act. Here are three PR strategies that help make that happen.

1. Winning Stories are About People

Facts are important, but people don’t act on data alone. They respond to stories they can imagine themselves inside. This is why human-centered messaging beats technical descriptions every time. Whether it’s a healthcare product, a food delivery app or a new community initiative, frame your message through one person’s experience. Let audiences see themselves in the problem and in the solution. 

Your greatest PR asset is offering access to other people’s lives, viewpoints and insights by making them part of your story in a compelling, honest way.

Example: Instead of “Our solar panels reduce emissions,” say, “Meet Angela, a single mom who cut her energy bills in half and lit up her street.”

You’re not selling a product. You’re showing a transformation. That’s what people remember.

2. Moments of Change to Introduce New Behavior

Changes we experience in life provide opportunities for persuasion. When our routines are interrupted, for example, during a move, a new year or during/after a crisis, then people reassess habits. That’s the window when new products or ideas have the best shot at sticking. If you’re promoting something new to an audience, time it with a life transition. 

Don’t just sell the feature; sell the fresh start. 

This isn’t rocket science. I’ve done this myself in a marketing role. 

A years ago, pre-AI, my team developed a system to deliver a personalized letter to new parents to offer in-person consultations with local life insurance agents within six months after the birth of their child.  The new parents were at an inflexion point in their lives, and many became policyholders for the first time. Good for them…and for the company. 

Here’s another example: A budgeting app that launches in January should focus on what people are already thinking, that is New Year’s resolutions, such as “It’s time to get my finances under control.”

Anticipate the moment of decision, then meet people there with a message they’re ready to hear.

3. Social Proof That Feels Close to Home

People don’t just ask, “Do I like this?” They ask, “Do people like me use this?” If your campaign includes customer testimonials or community voices, make sure they reflect the people you’re trying to reach. It’s not enough to show popularity. You have to show relevance.

Example: If you’re promoting a new telehealth service, spotlight a range of users, including young parents, seniors and/or rural patients, so others can see it works for them too.

Influence spreads faster when it feels personal. Make it easy for people to say, “That could be me.”

Final Word

If we want our work to be taken seriously, we need to consider impact and outcomes seriously. Clever messaging alone won’t get us there. Words that lead to action is our job.

If we’re not aiming to inspire action, what exactly are we doing? Do you have other examples of strategies to inspire action?

Get strategic today. Contact me, I can help.

#Strategy #Communications #PR

© 2025 Robert Hornsby, Founder, Practicum Strategy