“Viral” used to be a bad word. The adjectival form of “virus”, having a high “viral load” is something you definitely don't want, and “viral meningitis” is something you want to avoid at all costs.

Now, of course, “viral” isn't just a buzzword — is something that marketers, advertisers and social influencers around the world pursue as fiercely as Tom Cruise on a motorcycle or Vin Diesel on Fast & Furious. Not as elusive as a unicorn, but a challenging target to hit nonetheless, creating a viral post or viral PR campaign has become the ultimate goal in the PR space (where I live).

And I have to admit, sometimes it's just a hit and miss situation. You can consult with the most talented professionals in the business, you can brainstorm for days, and you can market test your brilliant idea to all your friends at your next meeting with hearty applause. However, there is no proven algorithm that will ensure your campaign takes off like the famous ice bucket challenge or Dove's “real beauty” messaging. However, there are strategies you can adopt while flying high.

I can't guarantee that you will “go viral” – no one can. (Well, unless you know someone who knows someone who knows Taylor Swift.) But I can promise that if you follow these three steps, your chances of attracting widespread interest in your PR efforts will improve significantly.

Step #1: Research and reinvent

I know, I know: You have to JOBS? Well, yes, unfortunately; if you are behind viral statusthe first step is to take a deep dive into what's already gone viral in your field, and then — guess what? – DON'T do it. Don't steal ideas. Do not copy. Don't make your brand a knockoff.

Instead, analyze what aspects or features of the campaign stood out and then approach those angles from a similar but different angle. Questions to ask:

• Did the campaign use humor?
• Did he use emotion to appeal to the heart or, conversely, to arouse anger or inspire action?
• Did he use friend value or subtlety?
• Did it show people or things?
• Was it primarily visual, auditory, or written?
• Was the goal to entertain or inform?

When you break down a wildly successful PR effort into its components, you can likely determine what was most effective with your target audience and try to reproduce the effect without imitating the content.

One final two-part tip here. Because it's true that many “best thing since sliced ​​bread” ideas have been done before, don't limit your search to campaigns with the same theme as yours. Instead, (a) look closely vertical (same industry as yours, but different topics) and (b) look beyond your industry to campaigns you want to emulate. Just because your product has nothing to do with Budweiser beer, that doesn't mean you can't try to evoke the same feeling their Clysedale horses do during the holidays.

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Step #2: Create and conquer

Putting a new spin on an already used technique that you want to use is fine – in other words, inspiration rather than imitation. But you know what's even better? Landing on an original idea specific to your brand. In the field of public relations, creativity it is the key that unlocks every door. It sounds like a no-brainer, but it doesn't make it any less true.

I can't tell you how many hours I've spent brainstorming with my team in an effort to birth something new and exciting for one of my fabulous clients. In doing so, here's what I've learned:

1. Creativity in PR is where science meets art. After all that research, once you've gathered some facts and observations about what works in viral campaigns and what doesn't in niche campaigns, it's time to integrate craft with statistics.
2. To do this, it is okay start with AI. I mean, it's a permanent fixture in the landscape now, so why not take advantage of its views? But—and this is a critical “but”—you can only use it as a starting point to spark branch ideas; if you try to drive a viral campaign with ChatGPT behind the wheel, you'll get a flat tire quickly because the driver is a robot.
3. And the human brain can still outsmart the robot. I'm not sure how long this will last, but for now, relying on the creative minds in your camp is still your best bet to create impactful and impactful content. For example, you can use AI to come up with a list of keywords or hashtags that are trending heavily in your industry. Stop there. Choose a word or two to form the backbone of your campaign, but then build the rest yourself.
4. It is essential to choose the right platform to showcase your creativity. Once again, research will inform whether Insta, TikTok, TV, Google Ads, or any number of other outlets are the most strategic choices for marketing what you've built for your particular market.

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Step #3: Be exceptional with thought-provoking content

What gives your creative endeavors the “hook” you're looking to lure in groups of viewers or followers? Well, it could be a lot of things: authenticity (that's a big thing that's really resonating right now), one empathic attraction (attracting people with a message that really hits home), or getting a popular influencer on board to promote your brand (self-explanatory).

Personally, I'm a big advocate of a clever visual strategy – harnessing the power of captivating imagery – and the power of clever wordplay. The truly catchy campaign slogans may be surprisingly succinct (“Got milk?” and “Just do it” were both truly transformative), but they prove the point that language is power and always will be. My proofreader initially took to Simply Orange's “100% foolproof around me” label … but she'll never forget it.

So yeah, a viral one CROCHETED can be conceived. But much more often, hitting one is completely accidental. Like, completely and utterly accidental. The market is too vast and people are too different to accurately predict what will respond in a certain way on a given day.

Based on this, what should your goal be? You want someone to stop and think. You want to generate public interest with attention-worthy content. At the very least, you want to capture attention for as long as you can by capitalizing on a trend or capitalizing on something ingrained in our cultural milieu known for it.

Here's an example: Some time ago, I represented a builder/designer who was recreating a cottage that was featured in a classic holiday movie. We decided to run with the idea of ​​using that cottage as the foundation of our campaign, and it just struck a nerve. What can I say? I was lucky to have a familiar element in this client's toolbox, and boy, was it fun to see our work for him explode and spiral outward further and further, making new connections along the way.

“Going Viral” is a game with no hard and fast rules, only guidelines. The above tactics may not be glamorous. They are not industry secrets, they are not infallible and they are certainly not easy. But in more than 15 years of running my PR firmI've learned that they are a surefire way to get at least as close to assured success. And if you go from 150 followers to 1,500 in one at-bat? That's quite a viral success in my book!