PR in the News: BÉIS Luggage


Public relations is still considered a fairly new area as it has become prevalent in the last 100 years. Different trends in society since its start have influenced public relations to evolve and change into what it is now. The best definition for public relations that has been mostly agreed upon by scholars is that it is a strategic communication process that builds mutually beneficial relationships between organizations and their public audience (Seitel, 2019). The reason that there has been trouble finding a simple definition for public relations is because of its constant changing factors and the way different people apply PR to their business.

                Today, the rise of social media and technology advancements have changed the way many utilize public relations to their benefit. The way PR professionals and businesses communicate has expanded from traditional things such as a press release into today’s most popular forms of media. Tweeting, posting on Instagram, posting TikTok videos, and even Facebook posts have become the norm for communicating to consumers and the public. A great recent example of this comes from BÉIS Travel, a travel gear and accessories retailer.

                BÉIS recently received some tough press online due to the quality of their luggage bags. Many people realized that once used, the bags were very scraped up and dirty, scuffing the nice coloring on these bags priced upwards of $150. This upset customers, as they thought they would have better quality for the price. BÉIS then took to social media to discuss this issue and promote their new “Bag Car Wash” FREE for customers, shown in the image below. They also posted additional “how to” videos for cleaning their bags to make them look brand new again, shown in this Instagram post: https://www.instagram.com/reel/C30P27jR9QY/?igsh=MzY1NDJmNzMyNQ==.

 

This is a clear example of utilizing social media for public relations content to communicate directly with consumers. Consumer responses to this were highly positive, as shown in one attendee TikTok post: https://www.tiktok.com/t/ZTLRYJ5hb/.  This displays BÉIS knowledge of the best way to use PR to reach their audience.

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