In 2021, videos and photos of the SM Mall of Asia Globe being stolen by a military-grade helicopter circulated online (Philippine Star, 2021). Then, it prompted SM Mall of Asia management to issue an official statement confirming awareness of the incident and assuring the public that an investigation was underway.
The story spread rapidly, with netizens sharing theories and speculations across social media. It was later revealed that the entire event was a staged publicity stunt for the film Red Notice, starring Dwayne Johnson, Ryan Reynolds, and Gal Gadot.
This incident highlights how a well-executed public relations campaign can generate massive public interest and online conversation.
What initially seemed like a shocking and mysterious event quickly became a viral public relations moment, demonstrating the power of strategic storytelling, timing, and audience engagement in amplifying a brand or product.
Now let’s dive deeper into Public Relations, their services, scope, and how to effectively work with them.
Behind the buzz
“Buzz” refers to the excitement and widespread attention generated by a product, event, or campaign that spreads rapidly as people talk about it (Merriam-Webster, n.d.), particularly on social media, where it can spark curiosity, discussion, and engagement.
Public relations, as defined by James E. Grunig, is the “management of communication between an organization and its publics,” highlighting its role as a strategic management function rather than simply publicity or media exposure (Grunig, 1984). It involves shaping how information is shared, influencing public perception, and maintaining a positive image for a brand, individual, or organization through carefully crafted messages delivered via appropriate channels.
However, behind every successful “buzz” moment is a deliberate and strategic communication effort. What appears to be spontaneous public attention is often the result of careful planning, timing, and execution by public relations professionals.
In practice, public relations works by identifying stories that will resonate with audiences, framing them effectively, and selecting platforms that will generate the strongest engagement.
More than hype
While public relations is often associated with creating “buzz” or generating hype around a brand, product, or event, its role goes far beyond short-term attention.
Yes, buzz can capture immediate public interest and spark widespread conversation, but public relations ensures that this attention is guided, managed, and transformed into something more meaningful and lasting.
Also keep in mind that media relations, crisis communication, storytelling, digital engagement, and influencer partnerships are not merely tools for gaining attention; they are long-term strategies for shaping how audiences think and feel about a brand.
At its core, public relations is about credibility, trust, and relationship-building–this is where its true value lies beyond hype. A successful public relations strategy does not only aim to make something go viral; it also works to sustain positive perception even after the initial attention fades.
Through consistent messaging, reputation management, and ongoing audience engagement, public relations helps organizations maintain relevance in a competitive and fast-moving media environment. According to Encyclopaedia Britannica (n.d.), public relations involves managing communication between an organization and its publics in order to shape perception and understanding.
In working effectively with a public relations agency, organizations must therefore recognize that success is not measured solely by virality, but by the long-term strength of reputation and relationships built over time.
Public Relations that really works
Moving beyond hype and toward sustained credibility, the true measure of effective public relations lies in how well organizations collaborate with PR professionals to achieve meaningful and lasting results.
While some campaigns may generate immediate buzz, the real impact of public relations comes from long-term efforts in relationship-building, reputation management, and consistent storytelling. Through strong collaboration and trust in the process, organizations can maximize the value of public relations beyond short-term visibility.
This is where strategic agencies play an important role. For brands navigating this space, choosing the right partner can significantly influence outcomes.
NGP IMC exemplifies a storytelling-driven approach to public relations and integrated marketing communications. With nearly 30 years of experience in digital PR and IMC in the Philippines, the agency has worked with a wide range of clients—from startups to large corporations—helping them develop tailored and effective communication strategies.
Its evolution from traditional publicity work into fully integrated marketing communications reflects the growing demand for more holistic, connected, and data-informed approaches to brand communication.
Ultimately, strengthening brand presence and building lasting audience relationships requires more than visibility alone. It depends on strategic storytelling, consistent messaging, and integrated communication guided by experienced PR professionals. And with partners like NGP IMC, that strategy for success becomes more attainable than ever. Contact us today.
Amy Ruth Valenzuela is a graduate of Far Eastern University, where she earned a Bachelor of Arts in Communication. With a strong passion for communications and media relations, Ruth has developed a diverse skill set that includes journalism, scriptwriting, events and production management, risk management, social media marketing, and layout and graphic design. Her experience in these areas has shaped her approach to storytelling and content creation, driving a commitment to excellence in every project. Ruth is dedicated to leveraging her expertise to create impactful narratives and foster meaningful connections in the industry.