In PR, many things are out of your control. It is the job of a PR person to maintain and manufacture as much control as possible. Control of the message, control of the spokesperson, control of the campaign, control over the competition. Because for the most part, losing control of any one of those things can be disastrous for a brand.
And then sometimes, something happens that makes PR people stand up and acknowledge that the most organic and uncontrolled events can be PR magic.
I know today that CVS’s PR team is doing just that.
The magic in question is a four-year-old’s CVS-themed birthday party, complete with name tags, themed cake and shopping.
The Arkansas four-year-old’s obsession with CVS began from the ground up.
“The site happens to be directly on our path to Iris’ school, so we drive past the location at least twice a day,” Iris’ mom wrote. “Being that she was only three when it opened, she watched the progress of the structure being built for nearly half of her life, so naturally it was a big deal when the store finally opened.”
When the little girl asked for a CVS-themed birthday party, the mother and blogger alerted CVS who provided party favors and snacks for attendees.
This is true, uncontrolled love. And the PR team at CVS is smart to help facilitate a great party…and then to stay out of the way. The internet is in love with Iris and her hilarious birthday wish.