The best PR results happen when organizations do good things - not just say good things. I was recently reminded of this fundamental rule of public relations by an intriguing Popular Mechanics article that published today, "A Billboard That Condenses Water From Humidity." The story profiles a very unique advertising, engineering and potentially humanitarian effort undertaken by Peru's University of Engineering and Technology.
Before we get into a few highlights from the story, let's look at this from a PR perspective ...
PR practitioners are sometimes asked to smooth over problems or cast issues in more favorable light than the issues may warrant, but organizations are always better served to adjust operations and do things differently. Taking the altruistic path or doing the right thing often turns out very well for businesses, nonprofits and sometimes even politicians.
In the world of BtoB public relations, we love working for companies that produce a great product. Maybe they have the best rated software package available to their industry, like Kenshoo. Maybe they've taken an extremely unique and practical approach to solving a real business problem for national organizations, like SIM Partners. Or maybe they've been delivering top-notch services in a dynamic industry for nearly 40 years, like Care Communications. We love working for companies like these, because marketing and PR inevitably end up being tremendously more effective when an actual problem is solved, value is delivered and a difference is made.
That's part of the reason this Popular Mechanics story caught my attention. Let's consider a few highlights of this story:
The project accomplished its ultimate goal of increasing enrollment: "Since the billboard's installation, UTEC reports a 28 percent increase in enrollment."
It showcased the school's strength - not just through words: the university used engineering to overcome a real societal problem (lack of clean drinking water) with a creative yet practical solution.
The solution proved to be incredibly effective: in about three months, this billboard pulled 2,500 gallons of water out of thin air, literally.
The solution seems extremely affordable: the entire installation cost $1,200.
Secondarily, people are reading about this all over the globe. Top publications like Popular Mechanics have taken notice, and UTEC has most likely gained mind share with a much larger global audience than it likely ever dreamed possible ... all because someone at the school thought it would be wise to do something more than put a message on a billboard. Someone thought it wise to put their engineering prowess on display ... and to begin to solve a very real problem.
Even those with zero interest in engineering can learn a lot from UTEC here. They did something right. They did something good. They began to solve a problem that affects a lot of people. And many have taken notice.