International Day of Happiness for PR Pros

The International Day of Happiness is now celebrated worldwide! Some countries make happiness a brand and pave the way towards institutionalizing happiness.  The best example comes from His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.  His Highness has introduced his Happiness brand by appointing Ohood Al Roumi as the Minister of State of Happiness in the UAE. Al Roumi’s key responsibilities are to align and drive government policy to create social good and satisfaction.

The Ruler of Dubai didn’t stop there and has decided to take the Happiness brand to a whole new level and today the national media have announced the launch of the World Happiness Council. The council will be tasked with compiling an annual Global Happiness Report, highlighting international practices and achievements with regards to happiness and happiness research. The bottom line – the Happiness brand is designed to make people feel happy within UAE and internationally!

So what does it tell us, PR Pros? The UAE Happiness brand is successful by its definition. Why? Because the brand represents emotion, and emotion drives the world of communications and marketing today as per the Head of Engagement at Hotwire PR, John Brown’s latest blog.

According to John, as communicators we need to get a lot more comfortable with emotion. In fact, our approach to tactics should start from the perspective of, ‘what do we want our audience to feel?’ Keeping this top of mind along with the wider business objectives will help to adjust marketing strategies in a way that recognizes the human factor in communications. This is why World Happiness Council as well as the UAE have a very bright future – a happy country full of happy people!

Market your brand right whether it is a political campaign, new product, service or celebrity and always start with emotion. Your audience’s emotional response should come first and this should be your priority when setting your communications objectives.

Happy International Happiness Day!