Magazine article Marketing

PR Essays 2011: Golden Goose PR - Telling a Great Story Together

Magazine article Marketing

PR Essays 2011: Golden Goose PR - Telling a Great Story Together

Article excerpt

Some of the most effective campaigns are those where the PR agency has been at the core of integrated activity, coming up with the timely ideas that inspire the public and media alike.

As social media and experiential activities blur the boundaries between PR, marketing and advertising, it is increasingly important for us to work together, while remembering how to tell a great story.

Many a brand campaign can start with a face, triggering a series of blogs, a photocall, event and spin-off PR, but we are missing a trick if all the conversations we have with the press are simply about who did what.

PR people work best when they are part of the planning process, suggesting ideas and pinpointing media angles in an integrated campaign. The mighty blueprint has been drawn up - with a unified battle attack bringing together the combined forces of advertising, marketing, digital media and PR - but the mission is not complete. It is at this point that media generals should release their PR ninjas, to creep beneath the radar and deploy below-the-line tactics that reinforce the core message.

In January, we promoted ActionAid's latest ad campaign via case studies of fundraisers revealing how their work made them feel good. We released the results of a survey on what made people happy - helping people - on Blue Monday (timely news hook), and staged an event where passers-by received free stuff donated by the charity's brand partners. Our story was no longer 'ActionAid's latest ad campaign is ...', but 'the best things in life are free'. The result was client comment in print and web articles, and mentions on BBC Radio 1.

Integrated campaigns work brilliantly when PR-led ideas that involve the public are used to drive social-media activity and, in some cases, even advertising. For Samsung's breast-cancer-awareness campaign, 'Everyone is art', we launched an online appeal in Europe for people to upload photos of those who had been affected by the disease to the company's website. Then, 1096 of them - reflecting the number of people diagnosed with breast cancer in Europe every day - were used in a photo collage depicting the face of Botticelli's Venus. …

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