Interview with Morana Petričević – The Art of Luxury PR and Management
Miodrag Spahić - Jul 22, 2023
4 min
The Art of Luxury PR and Management : Building a Strong Market Presence for Your High-end Brand
In today’s highly competitive luxury market, where discerning consumers have countless options at their fingertips, establishing a strong market presence is essential for high-end brands. Whatever luxury product or service you offer – whether it’s opulent hotels and fine dining experiences, luxury real estate developments, renowned architectural and design services, exclusive lifestyle experiences, or exquisite luxury goods and events – it is crucial to differentiate yourself and create a compelling brand identity.
Effective Public Relations (PR) strategies play a pivotal role in creating brand awareness, enhancing credibility, and capturing the attention of affluent consumers. Exploring the art of luxury PR and management, how you can help elevating brand image and credibility we talked to Morana Petričević, well know Croatian based PR persona with international experience.
How did you journey into luxury PR start ?
To be honest this was not planned, I worked for luxury drink distribution company in Croatia. My role in the company was brand manager and over next two years I had a chance to work with one of the leading media companies VICE from France. Experience was overwhelming and result was one of my first international campaigns. Campaign was for Vantguard group brand Gin Mare. I feel very sentimental still to this day when I see that material reused on their social media. My next steps into PR were movie agency, fashion, wine, restaurants, real estate and hotel.
What do you think is crucial for successful PR ?
A captivating brand story lies at the heart of any successful high-end brand. Luxury consumers are seeking more than just a product or service; they are seeking an experience that reflects their values, desires, and aspirations. Luxury PR professionals understand the importance of crafting a narrative that resonates with consumers and evokes emotions. Through strategic storytelling, luxury PR can create a unique identity for your brand, positioning it as a symbol of exclusivity, craftsmanship, and heritage. By effectively communicating your brand’s values and ethos, luxury PR helps build a strong emotional connection with your target audience.
You strongly believe in media influence ?
A captivating brand story lies at the heart of any successful high-end brand. Luxury consumers are looking for more than just a product or service; they are seeking an experience that reflects their values, desires, and aspirations. Luxury PR professionals understand the importance of crafting a narrative that resonates with consumers and evokes emotions. Through strategic storytelling, luxury PR can create a unique identity for your brand, positioning it as a symbol of exclusivity, craftsmanship, and heritage. By effectively communicating your brand’s values and ethos, luxury PR helps build a strong emotional connection with your target audience. Strategic media coverage is crucial for expanding brand visibility.
Do you believe in influencer engagement ?
In the era of social media, influencer engagement has become a powerful tool for luxury PR. Partnering with celebrities, bloggers, or social media influencers who align with your brand values allows you to tap into their dedicated followers and leverage their influence to create buzz and generate brand awareness. Influencers add a touch of glamour and credibility to your brand, enticing potential customers to explore your offerings and creating a sense of desirability. I really liked working with Isabella Rakonić, I think she is true professional.
Do you ecourage partnerships between brads ?
Strategic partnerships play a crucial role in the PR and management strategy of luxury brands, as they provide opportunities for collaboration with other prestigious brands to create mutually beneficial relationships. By forming strategic alliances, luxury brands can co-create exclusive limited-edition products, host high-profile events, or launch joint marketing campaigns that generate buzz and increase brand credibility. These partnerships not only enhance brand visibility but also attract the attention of the brand’s target audience. By carefully selecting partners who align with the brand’s values and target demographic, luxury brands can tap into their partner’s existing customer base and leverage their influence to amplify brand messaging. Through effective communication and collaboration, strategic partnerships enable luxury brands to expand their reach, enhance brand perception, and establish themselves as leaders in the industry.
Is there such thing as social responsibility ?
In an era driven by social consciousness, sustainability and social responsibility have become paramount considerations for consumers. As a result, luxury brands are embracing these values to showcase their commitment to a better future. By aligning themselves with environmental causes and implementing sustainable practices, luxury brands demonstrate their dedication to ethical consumption and position themselves as responsible stewards of the environment. By integrating sustainability into their PR strategy, these brands not only attract consumers who prioritize ethical choices but also establish themselves as champions of positive change.
Management, PR, event ….
Yes I know, strange. I still think of myself and very good manager to be honest first. Although I had great cliets in PR segment I still think of myself as combination of both. In some ways good manager is a good PR person. As far as events I love what DIAGO the Luxury Company (DLC) is doing in Italy.
