Hacking Patagonia’s PR Strategy: How to improve your brand’s voice and influence
The last week of October, I had the opportunity to go to my hometown in Ventura County, California and attend a Public Relations Society of America (PSRA) event featuring Adam Fetcher, Director of Global PR and Communications, Patagonia. I was excited because Patagonia is a brand passionate about sustainability and creating good, quality products.
Patagonia has taken a very unique PR strategy for promoting its brand, as you can see in the photo below, where the company took out a full page in The New York Times asking customers not to purchase a new jacket for the season.
The brand did this in response to the rampant, sometimes violent, consumerism on Black Friday shopping. Instead of slashing prices and trying to put customers into a purchasing frenzy, it encouraged a view more in line with its “bigger picture” brand mentality.
