Public relations strategies that have helped Nike build its brand loyalty.
As a member of Gen Z, I have grown up with Nike being one of the world's most influential and recognizable brands. Their public relations efforts have played a huge role in shaping many people’s perception of the company. I believe that Nike sets a great example for me as young public relations professional on how PR should be done. Their focus on creating a strong brand identity and engaging campaigns has helped them maintain their position as the largest sports brand in the industry.
Social Responsibility
Nike has run a large number of high-profile public relations campaigns over the past few years. Some of these have focused on social issues such as sustainability, diversity and inclusion. One of their most controversial campaigns was in 2018 when they featured NFL player Colin Kaepernick in one of their ads. Although some people may have been upset by this, I believe the brand took a calculated risk that payed off. In an article on Forbes, Afdhel Aziz states that this move allowed Nike to reintroduce itself to a new generation of consumers. Major social issues, such as racial injustice and police brutality, are significant concerns for people belonging to Gen Z. Our generation believes that the companies we support should reflect our values. Through this campaign, Nike demonstrated its commitment to social responsibility by taking a stand against racial discrimination. Many people were pleased to see one of their favorite brands supporting a cause they feel extremely passionate about. This campaign helped Nike foster a stronger connection with its audience and reach out to a wider range of individuals who share similar values.
Crisis Management
As one of the world's largest companies it impossible for Nike to avoid facing any controversies. They have dealt their fair share of crises over the years which included issues such as athlete scandals, the use of sweatshops and product malfunctions. Their crisis management approach has helped them navigate through all these situations successfully. Shep Hyken states in a Forbes article that a good lesson on how to manage a PR crisis was during the "Shoe Gate" incident. During a college basketball game one of the players, Zion Williamson, suffered an injury due to his shoe ripping apart. As a result, the company's stock dropped, and they had to take immediate action. Nike quickly responded to the incident and issued a statement within hours of the game. They expressed concern for Williamson and stated they would investigate the cause of the malfunction. Instead of shifting the blame, Nike took full responsibility by acknowledging the incident. They were transparent with their investigation and even sent a team out to see Williamson. Nike went above and beyond to make things right by creating a custom shoe for the basketball player which he wore after his return. The company’s efforts helped them build a strong bond with Williamson who ended up signing a contract with Nike after his college career ended. Overall, Nike demonstrated important principles of crisis management which helped them restore their reputation.
Social media
Nike's social media presence has played a large role in its success. The company utilizes platforms such as Facebook, Twitter, YouTube and Instagram to promote their products and connect with its target audience. They consistently maintain the same brand identity and voice across all of their social media channels. Their posts emphasize the importance of hard work and dedication, which resonates with its audience who are passionate about sports and fitness. Their content is inspiring and motivational. This gives consumers a positive perception of the brand. Nike's social media team also does a great job at engaging with their customers by replying to comments and resharing their posts. This has helped them build trust and loyalty among their following. Their social media platforms have also been used to gain insight and feedback from customers through tools such as Instagram polls. This approach demonstrates Nike's willingness to listen to its audience and provide them with a space where they are able to express their opinions.
As a PR professional belonging to Gen Z, I think that Nike's public relations strategy is a great model for other companies to follow. Nike has successfully built a strong sense of community among its audience by focusing on social responsibility, proactive communication, and engaging social media content. These efforts have helped the company maintain its position as a leader in the sportswear industry while fostering loyalty among its consumers.
###
About the Author
Priscilla Vazquez is a new public relations professional from Dallas, Texas. Priscilla is currently a senior at the University of North Texas studying journalism with a focus on public relations and a minor in sociology. She is expected to graduate with her bachelor's degree in May 2023.
Sources
Gibson, K. (2019, February 21). Nike's high-profile shoe fail costs $1.1 billion in stock value. CBS News. Retrieved March 7, 2023, from https://www.cbsnews.com/news/nike-stock-drop-zion-williamson-shoe-incident-and-injury-costs-1-1-billion-in-stock-value/
Hyken, S. (2019, February 22). Nike: A real-time lesson in crisis management. Forbes. Retrieved February 21, 2023, from https://www.forbes.com/sites/shephyken/2019/02/22/nike-a-real-time-lesson-in-crisis-management/?sh=4c6fec3d2206
Nike reacts fleet-footedly to Zion Williamson Incident. prcg. (2020, February 13). Retrieved March 7, 2023, from https://prcg.com/blog/nike-reacts-fleet-footedly-zion-williamson-incident/
Merriam, L. (2020, November 24). Nike controversy: Colin Kaepernick marketing strategy analysis. AMA New York. Retrieved February 21, 2023, from https://www.amanewyork.org/resources/nike-controversy/#:~:text=Research%20shows%20that%20Colin%20Kaepernick,kneeling%20during%20the%20national%20anthem.
Panigrahi, S. (2023, February 7). Nike's Social Media Strategy: A deep dive. Keyhole. Retrieved February 21, 2023, from https://keyhole.co/blog/nike-social-media-strategy/
Comments