5 brands revolutionising PR online

05.12.16 e-book-sports-journos

As John F. Kennedy once said, “change is the law of life, and those who look only to the past or present are certain to miss the future.”

PR is not what it once was, and those who are prospering are those who have embraced change and revolutionised how they communicate. 

Online content and blogs have the power to circulate news and push brand awareness, among many other things. It is changing PR and organisations need to take advantage of these new platforms.

We take a look at some of those who have embraced change. 

Aer Lingus 

Aer Lingus have been playing a massive role in Irish life since it started in 1936.

They have so many stories to tell, and they do it so well by using some of the most crucial elements of storytelling- people and emotion.

They have helped Irish families travel across the world. They have hosted many goodbyes and brought about many reunions.

Some of their most famous videos hit you right in the feels, and this is what makes them good storytellers.

Seeing as it’s December, why not check out this video about bringing people home for Christmas?


Beats are probably the world’s most recognisable headphones, and the reason behind this is hugely driven by the story behind the brand.

Beats was founded by superstar producer and rapper, Dr Dre. Dre has always been proud of where he is from- Compton, California.

Beats, in collaboration with Universal Pictures, launched the “straight outta somewhere” campaign. This tied up both Beats headphones and the movie Straight Outta Compton in one campaign around the time of the movie’s release.

The idea was simple- be proud of where you come from. This again is using two crucial elements of storytelling, people and places.

The campaign revolved around sharing a meme on the internet. Beats got some famous artists and athletes on board and it took off like wildfire. The meme generator allowed anyone whether they were living in New York, Berlin or Longford to create their own image.

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Ireland’s Blue Book

Blogging has many PR benefits for you and your company, and Ireland’s Blue Book does it really well.

If you learn to blog, you can become a better writer. If you’re a good writer, you’ll be able to tell good stories- good stories get the most coverage.

Not only will you be able to give your start-up it’s own coverage on your website and social media, but you’ll be able to relate to journalists too. You will learn that writing is about making the reader want to read.

Ireland’s Blue Book blog is fantastic because it looks after all its properties. It speaks of breakfast at one building, swimming pools of another and the grounds of the next. Its very diverse and all inclusive, making sure there’s something for everyone.

Anther thing their blog does well is visuals. Remember, a picture tells 1000 words. Look at some of these wonderfully striking images that tell their own story, as well as draw the reader in.

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Like Beats and Aer Lingus, AIB have really focused on emotion, people and places.

The people they use are real, the stories they tell are real and the stories they tell cover all aspects of their business, from mortgages to sponsorship and helping startups.

AIB also sponsor the all Ireland club championships. The GAA club is at the heart of the community in so many areas across Ireland. This video is definitely worth watching.

Paddy Power 

Paddy Power are masters of getting people talking.

Their campaigns are often hilarious or controversial, and even though they sometimes backfire, they pull it off nine times out of ten.

Their campaigns are sharp witted and mischievous, thus this is what we expect from them.

Now, every Monday, they release a ‘fan denial’ video. These videos consist of the best, most hilarious and bizarre comments they find on their social media pages.

Only Paddy Power…

On January 17, MediaHQ will be offering a course ‘Story revolution – How blogging and online content is transforming PR’. 

Attendees will learn everything they need to know about creating great online content that will get your organisation media attention.

Conor Hawkins