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Planning and Managing a PR CampaignPeter Chipchase, John DoeThursday 11 April
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Chair’s introduction
Chloe Kembery, Natural History MuseumPlanning and Managing a PR Campaign
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Planning and Managing a PR Campaign“Creating Culture Around a Brand”Peter Chipchase, Thursday 11 April
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• The Brief• Setting the Objectives• The Audience • The Strategy• The Campaign• Evaluation
Creating the Journey
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The Brief
• Always have one• Is it correct?• What is it actually asking?• Is it achievable?
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Setting Objectives
What is Success?
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Selling Stuff
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The Audience
What is Success?• Research – from media and ad agency
• Motivators – what influences them?• Media consumption
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Creating the Strategy
• What are the brands insights or DNA?
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Creating the Strategy
• What culturally resonates with a brand’s audience
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Creating Culture Around a Brand
Content Culture
Culture of the Brand
Brand culture and all of its elements
Communication Culture
Social, Media, Influencers &
Bloggers
DigitalExperientialInfluencers
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Building the Campaign
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What Makes a Good Campaign?
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• Connecting With Culture• Creating a Moment• No Brow• Phasing a Launch – no brow in action
What Makes a Good Campaign?
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Connecting with Culture
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Creating a Moment
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No Brow Campaign Roll Out
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Phasing a Launch - No Brow in Action
PurchaseEnd March - April
Raise mass awareness of the on-sale date in
Sainsbury’s in mainstream media and communities
PR Strategy‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’
Style & Status
AnnounceEnd Feb – Early March
Announce main site experience and the character animation amongst
style and status communities
Build hype around ABSOLUT London and Jamie Hewlett
collaboration amongst early adopters, opinion formers and
crusaders
HypeEnd Jan – Early Feb
Early Adopters & Crusaders
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Phasing a Launch - No Brow in Action
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Phasing a Launch – no brow in action
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Managing the AccountQuarterly
Monthly
Daily
Weekly
Quarterly evaluation
Quarterly all agency planning
Daily news
briefings
Daily coverageupdates
Monthly Status
meetings
All agency meeting across
all activity
Rolling status report
Weekly PRmeeting
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Evaluation
PR
SOCIAL MEDIA
MARKETING
IMPRESSIONS.SHARES.NEW LOYALISTS.CONTENT VIEWS.
INFLUENCER WORD-OF-MOUTH.PRINT AND ONLINE CIRCULATIONS.
W PROPERTY PARTNERS GLOBALLYCREATIVE PARTNERS.INNOVATIONS INTRODUCED.DRIVE TO WEB.
xx%INCREASE
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Example OutputW Hotels AWAY We Stay
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Questions?
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• Introduction to PR Strategy and Planning Campaigns
• Planning and Managing PR Campaigns
Training workshops to build your knowledge further
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Thank you for attending, please complete the online evaluation form.
Find out more at cipr.co.uk/fresh