PR Quiz 4

What is a Campaign?

-An outbound marketing project that you want to plan, manage, and track within salesforce

-Happens over the course of time, not just a 1 hour thing (thats a stunt)

A Campaign is…

-Coordinated, purposeful, extended effort

-Designed to achieve a specific objectives as a set of interrelated objectives

-Addresses issues, solves problems, corrects or improves a situation, creates value

-Changes, modifies or reinforces beliefs

-Issues a "call to action" to the target audiences

-Most effective when fully integrated with all marketing channels (advertising, promotions, events, online, etc)

FSI

Free standing insert

Smt

Satellite media tour

Types of Campaigns

-Public Awareness

-Public Education/Information

-Reinforcement of Attitudes & Beliefs

-Change of Beliefs

-Brand Management

-Brand Marketing

-Behavior Modification

Characteristics of Successful Campaigns

-Based on research and a compelling insight

-Monitored and measured against approved metrics

-Fully integrated across all marketing channels

-Disruptive and compelling in today's cluttered market and media

-Engages media and the target audience

-Causes targeted audiences to take action or change behavior

-Ethical, honest and transparent

-Executed on budget and on time

-Achieves the strategic objectives/metrics established at the outset

Common Campaign Terms

-Request for Proposal (RFP)

-Creative Brief

-Target Audiences

-Insight

-Strategy

-Creative

Request for Proposal (RFP)

-Typically issues by an organization or brand to agencies inviting them to propose a campaign

Creative Brief

-Document created by the agency developing a campaign which confirms key campaign elements (challenge, objectives, target, budget, timing, etc.)

Insight

-Based on research and analysis of the target audiences, a nugget of compelling information that could motivate the audience to take action

Target Audiences

-The primary audiences the campaign is targeting

Strategy

-The campaigns overarching strategic approach based on a logic trail that links the challenge, research, analysis, and insight

Creative

-The creative interpretation of the strategy that can be communicated via multiple marketing channels

R.A.I.S.E

-Simple campaign formula:

Research

Analysis

Insight

Strategy

Execution

6 Strategic Campaign Principles

-Discovery: talk with potential client

-Landscape Insight: look at competitors and whats trending

-Consumer Insight: whats important to target demographic

-Breakthrough Creative: come out with a strategy

-Flawless Execution: execute it

-Measurement and Analysis: see if it was successful of not

PESO Campaign Elements

-Paid Media:

-->Paid advertising across print, broadcast, and digital

-->Sponsored content

-->Broadcast integrations

-->Promotions, events, contests, sweepstakes

-Earned Media

-->Editorial coverage across print, broadcast, and digital media

-->Social media messaging and sharing

-->Content that is distributed and shared

-Shared Media: collaborating with social media influencers

-Owned Media: company, brand, or organization's facebook, insta, twitter, etc.

News Release

-Announce the news via one-two page release

-Distribute via a paid wire called PR Newswire or Business Wire

-Proactively distribute and "pitch media"

Images

-Accompany the press release

-Photos that can be used by digital and print outlets

Syndicated Print Feature or Matte Release

-Unlike a press release, it's written as a feature story and distributed for a small fee to digital and print outlets

Audio News Release (ANR)

-Utilizing the approved press release language, create a 30 and 60-second radio script, and distribute to hundreds of radio stations for a small fee

Video News Release (VNR) or B-Roll Footage

-A video package of three-five minutes that tells the new through video and sound bites for television and digital outlets

-Can have a voice-over but most media would prefer without

Video Short

-Highly sharable video content no more than 20-30 seconds that is distributed via social and digital channels including owned media (ie: will kitty play with it ft. grumpy cat)

-Traditional TV outlets may even air

Livestream

-Create a broadcast production like a show you would see on TV and distribute via livestream so that it can be viewed globally via a computer

Documentary/Long Form Video

-Long form video content

-Documentary style film from five minutes to as many as 60

-Portions can be edited for TV outlets as well as digital

Broadcast Integrations

-Increasingly becoming more popular

-Paid editorial on television and radio shows

-Extra, Ellen, Jimmy Kimmel, Good Morning America, etc.

-Less expensive than traditional advertising

Public Service Announcement (TV/Radio)

-Must have a non-profit partner

-TV and radio outlets must air PSAs

Sponsored Content

-Years ago, this was called "advertorials" when it appeared in print newspapers/magazines

-->Looks like editorial, but is paid for

-Popular online media like Buzzfeed led the popularity of what is now called "sponsored content"

-->Online stories that appear to be editorial, but are paid for by brands

-->Based on FTC disclosure guidelines, it must be disclosed that the content is paid for/sponsored

-Less expensive than traditional advertising

Press Conference

-Not used as much anymore except for major media announcements

-Gather media at one place and one time for an announcement

Media Tours

-SMT (Satellite Media Tour): from a studio, a spokesperson conducts interviews with TV stations via satellite

-Co-Op SMT: a third party spokesperson conducts interviews via satellite and promotes several products

-RMT (Radio Media Tour): by phone, a spokesperson conducts a series of live phone interviews with dozens of radio stations

-In-studio: spokesperson conducts interviews in-studio with TV, radio, and digital outlets

-Desksides: spokesperson visits print and digital outlets and conduct interviews right at the desk of a journalist

FAM (Familiarization) Trips

-Fly online influencers, print journalists, and some broadcast media to a unique destination and offer a compelling experience for them to cover

Social Media Influencer Programs

-Research and identify relevant online influencers

-For a stipend or experiences, engage them over a sustained period in exchange for a number of branded tweets and posts

-As part of the sustained engagement, offer them a very unique experience that provides extensive content for multiple uses

Crowd Sourced Content

-Engage fans to tweet, post, submit images/videos to be featured in some for of content or as part of a new product launch

Today's Challenge for PR Professionals

-How do you measure the ROI (Return On Investment) in PR?

-->Based on the PR budget, what did the campaign achieve?

-->Based on the PR budget, how did it impact business? (can you prove it raised awareness, contributed to sales, improves brand equity?)

-->The first step in developing any PR campaign is to align with the client on the metrics of success for the program (once metrics are agreed to, they can be measured throughout the campaign)

Measuring Other Marketing Channels

-Coupons

-->FSI (Free Standing Insert): the most popular marketing tactic of consumer package goods brands because it can be measured exactly

-Direct Mail

-Digital Advertising

-->Click-Throughs

-Direct Response Advertising

-->1-800 number

-Events/Sampling

-->Measure trial/consumer interactions

-Television/Radio Advertising

-->I believe it is not easy to measure but marketers trust this traditional form of marketing (How do you measure the ROI on a $4 million Super Bowl commercial)

PR Measurement: Early Years

-Up until the early 2000s, PR measurement revolved around two metrics

1) Number of impressions (quantity)

-->Amount of coverage across print and broadcast

2) Placement of coverage

-->Clients wanted to be in the biggest outlets (WSJ, USA Today) even if those media outlets werent consumed by the target audience

PR Measurement: Quality

-As PR measurement evolved in the 2000s, new metrics were introduced

-->Quality of impressions (+,-, or neutral)

-->Message pull-through; 3 messages are approved before every campaign

---1) Brand is featured prominently

---2) Objective of campaign

---3) Call to action to target audience

-->After stories air or are published, theyre measured for message pull-through

PR Measurement: Digital

-Digital and social metrics are introduced in the late 2000s and evolve measurement once again

-->Web site visits

-->Facebook likes

-->#Hashtag usage

-->Tweets/Retweets

-->Video views and sharing

-->Crowd sourcing: submitting video, images, or other content

-Response to Call-to-Action (sign the petition, vote)

PR Measurement: The Next Phase

-PR often isnt the only active marketing channel so it has to be measured as part of a holistic approach

-Brands, companies, and organizations first need to establish on-going metrics (benchmarks)

-->As PR campaigns are executed, brands should analyze how PR impacted these benchmarks

-Brands, companies, and organizations need to develop an algorithm that measures the impact of all marketing channels working together

-->As campaigns are executed, consumers should be surveyed to determine what marketing channels impacted them the most

-Ultimately, brands, companies, and organizations need to measure how consumers receive and respond to multiple marketing messages and communication

-->The million dollar question: how can you measure and prove that PR impacts business?

O.A.KERS

Objectives and key success ( a KPI/ key performance indicator)

RFP

Request for proposal

RMT

Radio media tour

UGC

User generated content

VNR

Video news release (b-roll)

KPI

Key performance indicator