• Katelyn Stevens

Lego has the PR Building Blocks for Success

How a children’s toy became the most reputable company in the world

By: Katelyn Stevens

LEGOS were quite literally the building blocks of my childhood. They offered a space for me and countless other children to explore our creativity and imagination with reckless

Lego logo
Lego logo

abandon. Who would have thought that Legos would follow me into adulthood ­– not simply as a piece of plastic for my entertainment – but as an inspiration and prime example of positive, proactive and strategic public relations? My definition of PR is as follows: using strategic communication and enterprising PR actions to create mutually beneficial relationships between a company and its publics, influence and maintain a positive reputation, and support the brand. I think LEGO supports this definition. Over the years, I’ve watch LEGO succeed tremendously as a company, and I wanted to find out how and why the success is related to its PR practices.

On the media’s good side

For any company, media relations is the backbone of an effective PR practice. By maintaining a positive relationship with the media through its newsroom and proactive communication, LEGO is able to earn media coverage from trusted and credible sources around the world. Its audiences look to the information in the media, forming positive opinions about LEGO and adding to the overall reputation of the company. Not only does the media attribute to creating and maintaining a positive reputation, but it attributes to creating a mutually beneficial relationship between audiences and the company. If you do an online news search on LEGO, you’ll find countless positive articles, which doesn’t just happen naturally. You have to be on the medias good side. That is the product of maintaining a positive relationship with the media. For example, in April of 2021, LEGO announced in a press release that it was ranked as the world’s most reputable company. The release was picked up by multiple publications, one of them being CNBC. Not only does this spread Lego’s positive reputation, but it looks fantastic to people who purchase LEGO products. Buyers of LEGO can feel good about the company their supporting, further solidifying that mutually beneficial relationship between them LEGO.

Social media savvy

It’s no secret that LEGO’s social media is incredibly successful. They’re present on every main social media platform, with a whopping 7.8 million Instagram followers. LEGO uses their social media to support the brand and build its reputation, but to build also to relationships with its key audiences. The company understands that audiences are a tool

Lego Instagram post
Recent post from Lego's Instagram

for its innovative strategy. A blog from SocialBakers about LEGO describes its fans “as the heart of what they do and where they’re going. LEGO’s social media strategy pays tribute to them and their worlds – after all, it’s about the memories they make from the stories they create with those plastic bricks.” Through using social media to engage with audiences, LEGO is able to build a relationship with them, making their audiences happy while simultaneously succeeding as a company.

Rebuilding the world

LEGO has a passion for empowering children and creating a better world for their futures. With that being said, social involvement is at the forefront of LEGO’s reputation and a key component of the company’s strategic PR. LEGO is very involved with the community and

Children in China attend Lego summer camp
Children in China attend Lego summer camp

is progressing towards building a sustainable and better future for children all around the world. LEGO’S Learn Through Play program meets local needs of children and provides them with an environment to learn and express themselves. The company also recently launched a sustainability campaign called Rebuild the World. “Together, we can rebuild the world,” said the company. “At the LEGO Group, we’re playing our part in building a sustainable future and creating a better, brighter world for our children to inherit.” To do this, LEGO pledges to eradicate all single-use plastic by 2025. To even further their mission, the LEGO Group and the LEGO Foundation is partnered with UNICEFF. According to UNICEFF, The LEGO Foundation became the “single largest private sector contributor to UNICEF’s COVID response with a $70 million donation.” LEGO is dedicated to using their resources and influence to make a better world.

To recall, my definition of PR is using strategic communication and enterprising PR actions to create mutually beneficial relationships between a company and its publics, influence and maintain a positive reputation, and support the brand. After learning more about LEGO, I am confident that the company meets this definition. Through its media relations, social media, and social involvement, LEGO created and maintains a remarkable reputation and a great relationship with its audiences. All in all, LEGO has the PR building blocks for success.

About the Author

Katelyn Stevens recently graduated from the University of North Texas where she studied public relations and political science. She is a new PR professional who is dedicated to strategic communication. She lives in Denton, TX.