PR so good it’s in your coffee

I’ve used protein powder for years — post-workout or as a meal replacement in a pinch. But while I was minding my own PR-and-sports-minded business, protein became the most publicized nutrient on the planet. An industry-coordinated blitz, no?

Protein didn’t change. The story around it did. Some might call it an industry glam-up. Processed food makers, fitness influencers and industry groups reframed it as the golden key to energy, weight control and longevity. The result? Now you can’t walk down a grocery aisle without seeing “protein-enhanced” splashed across boxes, bags and bottles.

It’s positioning power, or as PR agents call it … PR. Someone decided protein isn’t just a nutrient; it’s a lifestyle. And the bandwagon’s packed.

You, my writing, producing, creative-seeking friend, don’t have to sell crackers, coffee or bars to pull that off. Every business has a “protein” — one message, value or feature that can anchor everything you do to publicize what you sell. Back it with facts, and you’ve got media gold.

Pick your PR protein

1. Pick one claim and own it.
   Protein owned “strength” when it was confined to a fitness corner. So, what’s your brand’s adjective? Don’t chase buzzwords. Plant your flag with one message that’s real and relevant and make it impossible for people to separate those words from you.

    

2. Make it credible.
   Protein’s rise didn’t start with ads or store samples. It started with experts, studies and repetition — and a boost from glucagon-like peptide-1 (GLP-1) drugs that moved people out of the snack aisle. In your case, use proof to make your point.

    

3. Show up everywhere.
   Protein was a gym thing until it crept into cracker boxes, coffee shops (30 grams of protein in your coffee?) and water. After all, people who work out grocery shop, too. Be where your audience hangs out already. Just don’t sell out your credibility while you’re there.

    

4. Evolve before you’re replaced.
   Every trend peaks. Add depth and relevance to your story before someone jukes past you and steals your spot.

PR takeaway

Protein’s not the story. Its PR push is.

(*Unless you talk about my protein 🍌banana bread — or idea for protein beer 🍻, because why not?)

PR and industry publicists took a niche product, found an emotional hook and created a need. It sprinkled the super powder on darn near everything, and it feels inescapable.

Go ahead — copy the strategy. But don’t take your audience for a ride like some food producers are. (No, Thomas, your bagels aren’t healthy because you slapped “high protein” on the bag.)

PR doesn’t make something new. It makes something known.

What’s your “protein” power-play?

💬 If you have a few billion dollars, upend the sports streaming nightmare and funnel fans to one spot to watch their favorite teams and athletes.

People railed on obnoxiously creeping cable prices, but now they’re crying foul because they’re paying more for streaming services to watch events. Is there a fix? Like I’ve said before, this feels like a classic be-careful-what-you-wish-for thing.

©2025 Gail Sideman, gpublicity.com, SIDEbar

###