The New Rules of PR for CPG Brands: How to Earn Media That Actually Moves People

In today’s media environment, the headlines never stop — and audiences have learned to scroll past them without looking twice. 

Trust is fractured. Attention is fragmented. And truth itself has become negotiable.

For brands, breaking through that noise isn’t just about visibility anymore. It’s about credibility, emotion, and timing. The goal isn’t to chase the news. It’s to create the kinds of stories people — and the media — really want to talk about.

Doing so takes a creative, strategic approach to PR that is grounded in five core principles. To see how this works in practice, let’s look at how we’ve applied the principles to one of our longtime clients, the Idaho Potato Commission. Through multiple campaigns spanning different seasons and strategies, we’ve helped transform a commodity product into a culturally relevant brand that consistently earns media attention. 

1. Lead With Truth — And Build It Consistently

The foundation of every great PR program is credibility. You can’t earn attention until you’ve earned trust. In an age where consumers verify everything they read and journalists are flooded with claims, the strongest brands are the ones that lead with fact-based messaging and repeat it consistently across every channel.

This is especially critical when a brand is tackling a subject full of misconceptions. In those cases, the job isn’t just storytelling — it’s myth-busting.

How This Works For Idaho Potatoes

One of our ongoing roles has been reinforcing the nutritional value of potatoes in a space where consumer understanding can be inconsistent. We’re currently crafting a myth-busting campaign for the Idaho Potato Commission in partnership with the American Diabetes Association that is built to communicate consistent, science-backed messaging that counters common misinformation. Whether it’s a press release, recipe video, influencer post, or digital ad, the message remains the same: potatoes can absolutely be part of a balanced, nutritious lifestyle.

This campaign lives across IdahoPotato.com, social channels, influencer partnerships, and the ADA’s own platforms, reinforcing one recognizable truth no matter where it’s seen. By maintaining lockstep consistency — visually, tonally, and factually — we’re helping the brand build a trusted voice in a skeptical world.

2. Make It Timely — Relevance Is the Ultimate Hook

Timing is everything when it comes to news. The most successful PR stories align with cultural or seasonal moments when the public is already paying attention. When you can connect your brand story to what’s happening right now — in culture, conversation, or even humor — you’re not competing for attention, you’re riding its wave.

Being timely isn’t about chasing trends. It’s about identifying where your brand naturally fits into the conversation and showing up in a way that feels authentic, not opportunistic.

How This Works For Idaho Potatoes

Our “Kiss of French” campaign for Idaho® potatoes launched at the exact moment when Valentine’s Day coverage dominates lifestyle media. 

The concept — a French fry-flavored lip balm — was equal parts fun and strategic. It tapped into the cultural obsession with quirky Valentine’s gifts, earning placements on CBS Saturday Morning, KTLA, The Drew Barrymore Show, Access Hollywood, and Yahoo! Finance. It sold out within 48 hours and generated more than 217 million impressions.

The takeaway: timing can make the difference between a creative idea and a cultural phenomenon.

3. Make It Visually Irresistible — Give the Media Something to Show

If an editor can see the story, they can sell it. In a world where audiences are flooded with video, images, and influencer reels, the most newsworthy ideas are those designed visually from day one. Every campaign should ask: Will the photo editors want to run this? What’s the 10-second clip that captures the emotion?

When something is visually striking, it does half the journalist’s job for them. Strong visuals create earned moments that spread far beyond your own channels and often take on a life of their own.

How This Works For Idaho Potatoes

We supported the Idaho Potato Commission’s PR efforts for the FIS World Cup Ski Finals in Sun Valley — a visually stunning event full of storytelling potential. Idaho Potatoes wasn’t just a sponsor; it was integrated into every moment, from finish-line signage and athlete zones to community celebrations.

One of the most iconic moments came when Lindsey Vonn embraced Spuddy Buddy (IPC’s mascot) after her podium finish — an unscripted, emotional photo that was picked up by outlets around the world and shared by the U.S. Ski Team, Olympics, and FIS Alpine social channels. That single image reached millions and became a symbol of the brand’s joyful presence at the event.

Those visuals, coupled with coverage on NBC, Peacock, Eye on Sun Valley, and Yahoo News, proved that when a campaign is designed with the camera in mind, it creates ready-made moments that editors and creators can’t ignore.

4. Create Emotion — People Don’t Share Information, They Share Feelings

Attention fades quickly, but emotions last. The most effective PR stories make people feel something — joy, nostalgia, pride, or connection. Emotional storytelling turns everyday activations into moments of humanity that the media loves and audiences remember.

How This Works For Idaho Potatoes

The Big Idaho Potato Truck Tour has become one of the Commission’s most beloved and long-running brand platforms — a 72-foot semi hauling a 4-ton “potato” that travels across the country every year. But beyond the spectacle, it’s the emotional resonance that makes it newsworthy.

When the truck visited a 114-year-old woman who credits her long life to Idaho potatoes, it wasn’t just a photo opportunity — it was a story about joy, community, and connection. And during its recent stop at the Scovill Zoo in Illinois, the team discovered that two of the zoo’s mountain lions were rescued from Idaho. The visit turned into a heartfelt reunion, where the truck team delivered a special “meat-and-potatoes” meal and officially sponsored the lions in honor of their Idaho roots. The gesture perfectly balanced humor, heart, and hometown pride — a story that delighted both local media and audiences nationwide.

These heart-driven stops create storylines that local media love and communities rally around. They remind us that emotion doesn’t have to be scripted; it just has to be real. Whether it’s laughter, nostalgia, or celebration, the best PR finds the feeling inside the story and leads with that.

5. Build Momentum — One Story Should Spark Ten More

The hardest part about “beating the news” isn’t getting coverage — it’s sustaining it. The most strategic campaigns are built with longevity in mind, designed to evolve across earned, owned, and paid channels so the story never stops moving.

How This Works For Idaho Potatoes

For National Potato Day, we launched a national survey with YouGov to uncover America’s favorite homemade potato dishes — a data-driven story that revealed how comfort food varies by region and generation. While mashed potatoes reigned supreme nationwide, local results reflected deep cultural pride, from gnocchi and poutine in urban areas to potato salad and au gratin potatoes in rural communities.

What began as a single press story quickly evolved into a multi-channel moment. The findings caught the attention of lifestyle media, food industry publications, and community reporters alike — appearing everywhere from national outlets to local broadcast news and radio segments across the country. The coverage struck a nostalgic chord, highlighting how one familiar ingredient continues to unite people around shared memories and mealtime traditions.

The story extended far beyond a single day, proving that when data is paired with cultural insight and timing, even a lighthearted campaign can transform into a meaningful nationwide conversation about community and comfort.

Turning Brand Stories into Media Gold

Brands don’t “beat the news” by shouting louder. They do it by showing up smarter: leading with truth, staying culturally relevant, designing for visual impact, creating emotional resonance, and building momentum long after the headline fades.

Through our work with the Idaho Potato Commission, we’ve demonstrated how these five principles can elevate brand storytelling to consistently earn attention and build authentic connections with audiences. The key is treating each campaign not as an isolated effort, but as part of a larger narrative that reinforces your brand’s credibility and cultural relevance.

At EvansHardy+Young, we believe in making brands not just part of the conversation, but the reason it happens. Ready to let your brand lead the conversation? Letʼs talk.