Public Relations campaigns can not be completed without research. Often when meeting with clients, the first thing they want to hear in pitch calls is what is in it for them. They want to know what are the tactics, the action steps and the specific creative ideas the agency has.
However, the campaign is won in the research
How are we to know what it takes to compel a client if we do not know who they are reaching, the current awareness and their current pain points/goals?
Building off the research, there were a few main points of interest:
To get in the mind of what the public knew about 5 Bridges,
To better understand what the public knew and felt towards our client, 5 Bridges, we conducted a survey to discover their knowledge, attitudes, perception, mental health behaviors, and media behaviors. The participants of this survey were anyone who works for an organization or company with over 500 employees. This was necessary to gather information about those that work for companies 5 Bridges are trying to target in the future.
- We found that only 38.94% of participants correctly guessed their mission
-We found that only 47.88% of people correctly guessed their slogan.
- Over 50% of participants wrongly guessed what the 5 “bridges” to the program were, leaving 33.05% to correctly guess bond, fuel, move, rest, and give. (Survey, 2022).
There seems to be a lack of awareness, this is where tactics come in:
Take this article for example.
7 Basic (Yet Brilliant) Examples of PR Tactics That Work
A tactic seen over and over is to leverage what is trending in the world, take this video for example.
Take anything that’s trending, use your creative skills to blend your brand’s message into it, and you can get great exposure. And that can be in any format.
"Remember the Peloton bike ad that went viral and sparked backslash? Ryan Reynolds leveraged that for his gin company by creating a follow-up ad starring the Peloton ad actress:"
The first video shows the original ad. (Telegraph, 2019. Peloton bike Christmas advert | The Gift That Gives Back)
(Telegraph, 2019. The Gift That Doesn't Gives Back)
Fromt
Conventional Communication Categories
Controlled media- allows the organization to determine the message. Includes, "timing, presentation, packaging, tone and distribution. Examples of controlled media are newsletters, brochures and corpo- rate videos" (Smith, p.153).
Uncontrolled media- conversely, "uncontrolled media are those in which someone unrelated to the organization, such as a media gatekeeper, determines those message attributes. Examples of uncontrolled media tactics include news conferences and interviews" (Smith, p.153).
The last categories are internal and external media, where internal media is parallel to controlled media and external media is uncontrolled (Smith, p. 153).
The textbook further breaks down the tactics into a way to categorize them and relate to the organization. The chart below is how the categories can me broken up into interpersonal communication, organizational media, news media and advertising and promotional media.
Sources:
Leslie, C., & Teter, B. (2022, January 31). 7 basic (yet brilliant) examples of PR tactics that work. Prowly Magazine. Retrieved March 10, 2022, from https://prowly.com/magazine/examples-of-pr-tactics-that-work/
Telegraph, 2019. The Gift That Doesn't Gives Back.
Telegraph, 2019. Peloton bike Christmas advert | The Gift That Gives Back.
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