Coopr Academy 2025, week 2: The true power of PR & brand strategy

Excitement and anticipation filled the presentation room as we took our seats at Coopr’s stunning headquarters for the second time. We were welcomed into a warm and inviting atmosphere, completed with drinks and snacks – a comforting contrast to the cold weather waiting outside.

This week’s focus was on brand PR, corporate communication, and strategy. One key takeaway? A successful PR campaign is all about storytelling. Whether through press releases, press kits, activations, research, events, innovations, collaborations, or press trips, the goal remains the same: crafting a compelling narrative. A standout example was Coopr’s activation for the dating platform Lexa. They introduced phone booths at the Culinesse festival, allowing singles to call and connect blindly, relying only on the sound of each other’s voices.

With a solid understanding of brand PR, we shifted our attention to corporate communication. Coopr’s founder, Jos Govaar, emphasized the importance of a company’s reputation, both emotionally and rationally. A fun fact? The company we are pitching for this year, LEGO, holds the title of the world’s most reputable brand!

Crisis communication was another fascinating topic. Where do we draw the line between a crisis and mere drama? The answer lies in a single word: threat. If an issue threatens an organization’s reputation, operations, or financial health, it’s a crisis. Otherwise, it’s just drama. We analyzed Coopr’s handling of the 2022 Thalys (now Eurostar) crisis, where a train was stranded for hours, leaving passengers stuck. Coopr had to act swiftly to protect Eurostar’s image. The golden rules of crisis management? Speed, empathy, and transparency, along with learning and evolving from every situation.

As the day progressed, it was time for dinner. Just like last week, we were treated to an amazing meal, shared with our lecturers in a relaxed setting. Most of us didn’t know each other before meeting at Coopr, so it was the perfect opportunity to connect, exchange stories, and discuss our aspirations. With full stomachs and happy faces, we returned to the lecture room, eager to dive
deeper into brand PR.

The final session of the day focused on strategy, a topic that immediately grabbed our curiosity. After all, who wouldn’t want to master the art of strategy? We explored a powerful definition: “Strategy is the art of creating change that benefits you”. In essence, strategy is about making choices, deciding what to do, and, more importantly, what not to do. Brand strategy, in particular, shapes how a brand is perceived, what it stands for, and how it differentiates itself from competitors. We examined Nike’s “Winning Isn’t for Everyone” campaign, where the brand leveraged a simple truth as the foundation of its strategy. We also explored strategic frameworks and, most importantly, how to sell a strategy, which, as we discovered, is ultimately about selling a compelling story.

Finally, as the day came to a close, we had the opportunity to ask questions and collaborate with our teams. The energy in the room was palpable – excitement for the final pitch was already building, and this is only the beginning!