The 5 Love Languages of PR: Exploring What It Takes To Communicate With Different Audiences

Written by: Amber Marthinsen

If you think love languages are just for relationships, think again. PR is basically one big relationship—between brands, customers, employees and the world. And just like in dating, communication is key. 

Dr. Gary Chapman explained how individuals express and receive love differently when he introduced the Five Love Languages. Let’s break down how people in PR can use the Five Love Languages to tailor their messaging for different audiences.

Words of Affirmation: Build People Up

Words of encouragement and validation make a person feel good, and whether you’re engaging with customers, employees or other stakeholders, using positive language can build trust and loyalty. 

Using it in PR:

  1. Press releases should highlight meaningful successes, not just check a box.

  2. Use social media to uplift and interact with your audience instead of trying to constantly sell to them.

  3. Recognize employees and partners through public appreciation posts or awards.

  4. Send customers personalized thank-you emails.

Acts of Service: Less Talk, More Action

Nobody likes empty promises—whether it’s from a flaky date or a brand that doesn’t follow through. Communicating with any audience is not just about what you say but what you do.

Using it in PR:

  1. If your brand says it supports social causes, back it up with actual CSR initiatives.

  2. Customer service should be fast, helpful and actually solve problems.

  3. Proactive is always better than reactive—have a crisis preparedness plan, so you can respond quickly when disaster strikes.

Receiving Gifts: Give the People What They Want

We’ve talked about engaging with our words and actions, but what about the tangible ways we communicate? In PR, gifting can be a great way to build brand loyalty, but it must be done with the right taste and time in mind.

Using it in PR:

  1. Send product samples to influencers and media that align with your brand.

  2. Offer loyal customers discounts, rewards or surprise gifts as a token of appreciation.

  3. Hand out merchandise at events to create a lasting impression (just no more pens please).

  4. Run social media giveaways to encourage engagement.


Quality Time: Make the Effort

Good relationships take time, and PR is no different. If you want people to care about your brand, you have to put in the effort to build that connection.

Using it in PR:

  1. Set up one-on-one meetings with journalists and stakeholders to build relationships.

  2. Invest in long-form content (videos, podcasts, blogs) that keeps audiences engaged.

  3. Show up at industry events and talk to people. Networking isn’t that scary, we promise.

Physical Touch: Creating Real Connections

Okay, no actual touching (HR would not approve), but being in person with your audience can make all the difference in your connection with them. 

Using it in PR:

  1. Organize pop-up events or interactive campaigns to make your brand memorable.

  2. Offer hands-on product demos to allow customers to experience your brand firsthand.

  3. Create interactive in-store experiences that make customers want to come back.

As we celebrate (or protest) Valentine’s Day this year, remember that communication is key to any strong relationship. By using the Five Love Languages to inform your PR approach, you can foster deeper connections with your audience and make your brand stand out in a meaningful way.

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