PR: NOTES

Lecture || 09.05.14
Si

PR

Issues
- Snow blindness
- Convergence
- Context
- Value of celebrity is beginning to decrease
- Brands beginning to question if brands have consumers best interest
- Capitalism: everyones wealth being challenged
- Technology

Digital
- Multiplicity
- The source
- Integrity
- Reward

News
- Circulation
- Churnalists (same story churned out)
- Citizen journalists
- Advertiser influence

Consumer PR:
Integrated: campaign that tries to reach you at the right/ appropriate time
- creative
- media
- digital - social - mobile
- direct
Blurred lines

Types of Activity
- Media relations: treat them eel, dinner, posh cars etc.
- Press conferences
- Product trials
- Events: parties etc. (Battersea Power Station apartments opening Elton John played Mission PR)
- Promotions
- Sponsorship
- Awards - often created specifically
- Content creation
- Stunts
- Guerilla
- Corporate Social Responsibility
- Media Leverage

Example of good PF: Dumb ways to Die. Metro/ train safety.

The Hook:
- The core idea - simple, relevant, innovative
- An ideas that media can buy into and the target market can respond to:
  First
  New
  Research (Stats)
  Outcome (achievement)
  Cause
  Personal (transition, triumph)
  Celebrity
  Celebration

Planning a PR Campaign:
  Objective (the brief - sit down read the brief and create a new brief to work to for the PR events for    Island Water)
  The Hook
  The Message(s)
  Target Market
  Communication Channels
  Timing
  Resources
  Schedule - when are the years peak times, research into specific times.
  Evaluation - why it's worked.
  Niche fragrances - come up with more interesting ideas etc.

Things to do:
  Research into 'Great PR Campaigns' 'Award Winning PR Companies'
  The Cannes Lions PR awards.
  Top Agencies
  Fragrance Clients
  New trends
  Technology innovations
  The Hook
www.thisismission.com
www.hillandknowlton.co.uk
www.prweek.com - top 50 consumer consultancies