WHAT MAKES A GREAT PR CAMPAIGN?

Written for Fashion & Beauty Monitor

PR is a fast-paced, demanding industry, that can also be incredibly rewarding if executed well. If PR professionals keep a finger on the pulse and think outside the box with fresh perspectives, campaigns and activations can hit the jackpot.

Each individual campaign will need to be treated individually, with a tailor-made and considered strategy in place based on specific objectives, and that every campaign will come with its own restrictions and requirements. But there are some essential ingredients that a PR campaign needs in order have the best chance of leaving an impact.

Here are 7 elements that make a great PR campaign.

Storytelling

Historically, some of the most memorable PR campaigns have been those that effectively tell a story. Storytelling is a sought-after method of communication that ensures it resonates with audiences and weaves an all-important brand narrative. Storytelling encourages imagination and human interest in an engaging and thought-provoking way. Key to success is having a clear voice and message underpinning it all.

Opportunism

A tried and tested PR tactic is to piggyback on a topical, newsworthy story or trend. Increasing the chances of coverage thanks to a relevant hook, keeping these opportunities in mind will stand you in good stead. Think about any big events, awareness days, viral memes or cultural moments that could be harness and capitalised on. A reactive move, opportunism requires quick thinking.

Mindfulness

To avoid the oft-levied and much-feared criticism of being ‘tone deaf’, PR professionals should be mindful of the context within which they are operating. A great PR needs to sense the tone and be able to take the temperature of its audience, whether that concerns current sentiment or attitudes, habits and preferences. Be measured and mindful to avoid any potential backlash.

Representation

A big touchpoint of recent years, modern consumers are crying out for better and more robust and extensive representation. Ask yourself whether your campaign is as inclusive or diverse as it could be and seek to champion and elevate marginalised voices within your organisation and marketing materials.

Creativity

Publicists may have heard the phrases ‘blue-sky thinking’ or more commonly, thinking ‘outside the box’ – the overarching theme here is to be creative. Avoid regurgitation and repackaging of old ideas and show off your creativity with unique activations that move the needle and start a conversation. Don’t be afraid to take risks and be a leader in order to stand out.

Targeting

It goes without saying that PRs need to know their audience. When designing a campaign, there must be a thorough understanding of the target market and the customers it is intended to reach. Keep this demographic in mind to ensure every stage of the campaign is tailored and geared towards influencing this group.

Added Value

Finally,  a great PR campaign should seek to add value to people’s lives. Whether that be access to exclusive content, deals and discounts, competitions and prizes or a life-enhancing, immersive experience – people are more likely to react positively if they get something out of it and sentiment, advocacy and brand loyalty is priceless.