Navigating PR Marketing in the Digital Era

By Divine, CEO of Happy Petals Uganda

As the CEO of Happy Petals Uganda, a plant-based business dedicated to improving healthcare and wellbeing through nature, I’ve experienced firsthand how the digital era has transformed the way businesses approach Public Relations (PR).

What once relied heavily on press releases, word-of-mouth, and traditional media has now evolved into a dynamic, fast-paced, and highly interactive environment driven by social media, online news outlets, and influencer marketing. While the tools and strategies may have changed, the essence of PR—building trust, managing reputation, and telling authentic stories—remains as important as ever.

At Happy Petals, our work goes beyond plants. We design wellness experiences through:

• Landscaping & compound designing that create calming, restorative outdoor environments.

• Biophilic interior design that brings the outdoors inside to reduce stress and increase productivity.

• The Paint & Plant Experience, a unique concept that combines art, creativity, and greenery for holistic wellbeing.

• Organic food and drinks that promote health from the inside out.

• Plant care subscription services to ensure that homes and offices stay vibrant and thriving.

• Indoor and outdoor plants for both beauty and wellness.

In this blog, I will explore what has changed in PR marketing in the digital era, what has remained constant, and how Happy Petals Uganda has adapted to these shifts to grow, thrive, and remain relevant.

🌐 What Has Changed in PR Marketing

1. Influencer Marketing

One of the most significant shifts has been the rise of influencer marketing. When we launched our Paint & Plant Experience, we quickly realized that traditional advertising alone would not create the buzz we needed. Instead, we partnered with trusted digital voices such as Christine Nampeera, Jeremiah Ainebyona, Koheen Jcee, and Wonder Jr—influencers each with audiences of over 5,000 highly engaged followers.

Their endorsement gave our brand a human face. Their audiences already trusted their opinions and were eager to explore what they recommended. Almost overnight, we saw an increase in bookings, brand mentions, and social media engagement. This experience revealed a powerful truth: influencer partnerships amplify credibility faster than traditional campaigns ever could.

For a wellness brand like ours, where authenticity is key, aligning with influencers who genuinely believe in our mission has been vital. It’s no longer about the loudest advert, but about the most trusted voice.

2. Content Creation and Branding

Two years ago, our online presence was inconsistent. Our posts were simple, unbranded, and lacked a clear visual identity. In a highly competitive market, this was a major weakness.

Recognizing the importance of brand consistency, we invested in professional photography and videography teams. Our content now reflects the beauty, serenity, and inspiration that Happy Petals stands for. Every image of a landscaped compound, every video of a Paint & Plant session, and every post about our organic products tells a cohesive brand story.

This change has made a tremendous difference. Clients often remark that they were drawn to us not just by the quality of our services, but by the professional look and feel of our digital presence. In today’s PR landscape, presentation is not just an accessory—it’s a core strategy.

3. Speed and Reach

The digital space has accelerated communication in ways that were unimaginable a decade ago. A single Instagram story or TikTok video can reach thousands within minutes.

At first, Instagram was our primary platform, but we soon realized the importance of diversifying. Today, we are also present on Snapchat, TikTok, and our professional website. Each platform plays a different role:

• TikTok enables us to connect with younger, highly interactive audiences.

• Snapchat helps us share behind-the-scenes moments and humanize our brand.

• Our website serves as the ultimate portfolio, showcasing collaborations with major brands and clients.

This multi-platform approach ensures we are not confined to a single audience type but can reach diverse market segments quickly and effectively.

4. Measurement and Analytics

Another major shift has been the role of data-driven decision making. Unlike in the past, where impact was measured vaguely, today we can track everything:

• Our website analytics show profile visits, inquiries, and popular pages.

• Social media platforms provide insights into engagement rates, story views, and audience demographics such as age, gender, and location.

This information has been invaluable. For example, when we noticed a large following among young professionals in Kampala, we tailored campaigns around affordable indoor plant packages for apartments and office spaces.

Analytics turn PR into a science. Instead of guessing what works, we refine our campaigns with precision.

🌱 What Has Remained Constant in PR

1. Storytelling

Despite technological shifts, one element of PR has never changed: the power of storytelling.

At Happy Petals, we continue to share the why behind what we do. Platforms like Switch Africa have featured stories about our beginnings, our challenges, and our mission to transform wellbeing through nature. These stories resonate because they highlight our human journey, not just our products.

People don’t connect with services alone; they connect with values, struggles, and aspirations. Storytelling remains the bridge between brands and hearts.

2. Relationship Building

Relationships are the lifeblood of PR. From our first customers to our most recent, we’ve prioritized trust, care, and communication.

For instance, when a client buys a plant and later reaches out saying it is not thriving, we respond with empathy. We might provide free plant food, detailed care instructions, or even replace the plant for first-time clients. These small gestures build goodwill that no advertisement can buy.

Over time, these relationships compound into loyalty and advocacy. Many of our current clients were referred by satisfied customers. In a world of algorithms and analytics, the human touch remains irreplaceable.

💡 CEO’s Reflection

As I reflect on our journey at Happy Petals Uganda, it is clear that navigating PR in the digital era requires a balance of adapting to change while holding onto timeless principles.

• What has changed is the speed, scale, and strategy of communication. Influencers, branding, digital platforms, and analytics have redefined how we build visibility and trust.

• What has remained constant is the importance of stories and relationships—the very heart of Public Relations.

The lesson for leaders is simple yet profound: embrace the new tools, but never abandon the old truths.

🌍 Conclusion

At Happy Petals Uganda, PR marketing is not just about gaining attention—it’s about creating experiences that align with our mission of improving wellbeing through nature. By leveraging digital platforms, influencers, and analytics, we have extended our reach and strengthened our credibility. At the same time, by holding onto the values of storytelling and relationship-building, we have ensured that our growth remains authentic and sustainable.

As the digital era continues to evolve, one thing remains clear: PR is no longer optional—it is the lifeline that connects businesses to the world. For brands that want to thrive, the key lies in navigating change without losing their roots.