In a world where more than 5 billion people are active on social media, brands no longer get to choose whether they’re part of the conversation. The only choice is how you show up.
A recent global analysis of Cannes Lions award-winning campaigns by Samy, World-Class Lessons on Social Media Marketing, revealed that the best results come when brands understand their role in the conversation, earning attention, building trust and sparking action.
On average, top-performing campaigns delivered:
- 500 million impressions
- 45 million video views
- 398% engagement growth
- 32% sales increase
So what does that mean for your brand? Clarity matters. When you know your role, you can connect in ways that stick, and public relations is often what makes those roles come alive.
The 7 Roles Every Brand Can Play
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The Master of Ceremony
Your role: Bring joy.
Brands in this role entertain through clever content, unexpected experiences or campaigns that make people smile. Moments of levity remind audiences why they enjoy your brand, and public relations helps elevate this role by creating opportunities to share this joy more broadly through community events, seasonal stunts or media stories.
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The Sage
Your role: Be the trusted voice.
This is where your expertise shines. Brands that take on the Sage role educate, inform and guide. For your company, this could mean leaning into thought leadership, offering expert commentary or publishing insights that reinforce your authority. A strategic public relations partner can take your brand to greater heights, ensuring your expertise is elevated in the right outlets and that executives are positioned as go-to voices when it matters most.
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The Muse
Your role: Inspire creativity.
Muse brands encourage audiences to co-create. This can manifest by inviting consumers to submit ideas, share stories or produce content. Giving people a way to participate deepens loyalty and makes your brand feel personal. Public relations brings this role to life by amplifying these stories, driving authentic engagement and generating coverage that celebrates participation.
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The Pitchman
Your role: Spark excitement.
Pitchman brands thrive on anticipation and access, building energy around what comes next. For your brand, this might mean exclusive previews, product launches or limited-edition opportunities that create urgency and enthusiasm. Partnering with a public relations firm can help you build buzz, craft moments that the media wants to cover and turn anticipation into broader awareness.
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The Host
Your role: Bring people together.
If your brand suits this role, you’re helping to create the place where community takes shape, bringing people together around shared interests or experiences. That might mean hosting events, fostering conversations or championing a shared cause. In public relations, this role helps transform your brand from a logo into a gathering place and extends the impact by securing coverage that turns an event into an ongoing conversation.
Case Study: Arkansas Symphony Orchestra
When the Arkansas Symphony Orchestra (ASO) opened the $11 million Stella Boyle Smith Music Center, Ghidotti positioned the organization as more than a performing arts group. Over more than a year of construction, we coordinated milestone events such as the groundbreaking, topping-out ceremony and a weekend of opening festivities, creating an impact that extended far beyond these celebrations and reinforcing ASO’s vision of a radically welcoming hub for music and community.
Acting as a Host, ASO brought the community together, and PR amplified that role through:
- 683 media mentions across local, regional and national outlets
- $10.2 million in advertising value equivalency
- Audience reach of more than 457 million
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The Volunteer
Your role: Lead with purpose.
This role consistently tops global rankings because people want to support brands that stand for something. Whether your focus is social responsibility, sustainability or community impact, adopting this brand role means motivating audiences to rally around a mission and showcasing the action behind your values. Public relations gives these efforts reach and credibility by shaping narratives, elevating impact stories and showing proof of progress.
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The Idol
Your role: Be a badge of pride.
Idol brands are aspirational and carry cultural weight, inspiring advocates. Characteristics of this brand role include building loyalty through distinct experiences, brand symbolism or a strong voice in the market. By creating visibility in influential outlets and connecting with cultural conversations, public relations can grow your brand into a symbol people are excited to champion.
Final Takeaways
These roles aren’t just theory; they’re practical pathways to influence, and the strongest brands don’t try to be all seven at once. Partnering with a strategic public relations firm will help you identify the one or two roles that align with your identity and play them with intention, amplifying efforts through storytelling, earned media and meaningful engagement.
At Ghidotti, we believe reputation is built on authenticity. When you are true to your brand, we’re here to ensure the right people see it, hear it and believe it. Ready to refine the role best suited to your brand and turn clarity into lasting influence? Let’s connect.