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Next step, the world – part two March 23, 2010

Posted by BCME UK in PR, Social media.
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by Jill

So having outlined the first point to consider when constructing truly integrated campaigns, here are the final five:

1. How are you going to measure the return?
Campaign goals: they have to be SMART and also very focused. Too many or unclear goals (for the budget) can make measuring ‘moving the needle’ on any clear level near impossible. Also mixing ‘brand’ and ‘sales’ goals in an unclear way is also a classic.

Targets: measurement is an inexact science, but which ever techniques you choose if you haven’t set the targets beforehand you can’t measure against them. You’d be surprised how many campaigns don’t have clear targets set at the briefing stage.

2. How do you lead people to a call to action?
How many steps should/does it take to get people from knowing about your brand to ‘purchase’? You need to know this to know how your campaign should be structured and what tactics you should use.

3. How do you get a ‘viral effect’ online?
Often, the holy grail of online campaigns too many think good – or worse, any – content will naturally go viral. Often the ‘viral effect’ boils down to plain hard work in the right places. Don’t just rely on Facebook and Twitter to do the job. Lots of budget can help you cut this corner, but not many clients have this privilege right now.

4. Is your creative concept ‘conversational’ or ‘broadcast’?
Too many campaigns are built around old world ‘broadcast’ thinking. Making the core of your campaign truly ‘conversational’ and you are half way there. Build relationships, create content your community will value (not what you may think…) and respect.

5. Don’t dismiss the old
For example, despite the demise of print media it can still be extremely powerful. It’s the right blend that gets the right result. At the end of the day digital is a channel not an ‘either or’ alternative.

Sophisticated integrated campaigns will become de rigour for brands this year. There will be winners and losers. The winners will be those who have the expertise to know how to check and balance a campaign to get the best results. What will yours be?


The true value of PR will emerge in the credit crunch February 24, 2009

Posted by BCME UK in PR.
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By Eyndia

I think that the current economic downturn is going to be an interesting time to see the true value of PR as part of the larger marketing mix. Regardless of the industry, brands are looking for the most cost effective way of making their marketing budgets work for them and drive interest in the brand that will deliver on their bottom line.

Now more than ever, agencies need to be measurable and show a definitive ROI on their activity and this is where I think we could see an increased investment in public relations activity.

As PR practitioners we draw the consumers into a ‘conversation’ about the brand, and rather than shout brand benefits at them with pushy advertising messaging we are able to inspire them with brand stories, and hold their attention through multiple campaign tactics that helps raise the brand awareness amongst a large market.

Tactically, we target the brand’s specific audience through multiple media platforms that appeal to the consumer, rather than mass saturation campaigns and with the prevalence of Web 2.0 there has never been a more important time generate ‘word of mouse’  through online socialising.

Over and above everything else, we are able to deliver this at a fraction of the budget, usually set aside for massive advertising campaigns. Agencies that are able to offer 360 degree thinking and execution of campaigns are going to lead the way as this a great representation of the versatility of our discipline.

I think that 2009 is going to be a really exciting year for PR, especially when considering the huge spike in our online presence. We are definitely going to be an industry to watch.