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Zusammenfassung von Campaigns that Shook the World

Name: Campaigns that Shook the World
Rating: 3.8 (24 reviews)
Author: Danny Rogers

Danny Rogers

The Evolution of Public Relations

3.8 (24 Bewertungen)

18 Min.

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What’s in it for me? Learn why PR is still relevant and effective in today’s internet age.

If you read a magazine, flip through a newspaper, surf the internet or even chat online, you’ve no doubt come across a pithy message from some kind of communications campaign. They are everywhere in the public sphere. But some are quickly forgotten while others stick in our heads for years. Why is that?

Great PR tells a compelling story about a brand that speaks to who we are and what we desire. These blinks select real-life examples to explain the various tricks and tools of the PR trade, so you too can build a campaign that will shake the world and tell a story no one will ever forget.

In these blinks, you’ll discover

how Margaret Thatcher’s aggressive campaign won voters over;
how Dove started a conversation about self-esteem while selling beauty products; and
why the Rolling Stones chose Jovan Musk over sex and drugs.

Traditional PR strategies have been turned upside down by a revolution in digital communications.

Many people think that public relations professionals are shadowy spin doctors who use their manipulative talents to convince the media and consumers of things they wouldn’t otherwise believe.

But how true is this statement? In reality, this cliché about PR is long outdated.

The ubiquity of social media and internet communications mean that creating outrageous political or corporate spin is difficult to do without being called on it. Facebook, Twitter and other social media platforms give users the power to create and influence the flow of information, essentially reducing the control business or political leaders have over a brand or message.

Just imagine if the events described in the fairy tale, the Emperor’s New Clothes, were to take place in the digital era. All it would take to unmask the sham would be a single tweet, gone viral!

In our information age, any hidden truth will eventually be revealed, one way or another.

So what does this mean for today’s brands?

It’s a good thing. With no choice but to be honest, even influential figures such as the British Royal Family have found ways to boost their public image. Rather than cultivating the polished but stiff persona of decades past, today’s Royals are authentic and charming.

PR teams are also grappling with radical change. Consider the difference between Tony Blair’s 1997 election campaign and Barack Obama’s in 2008. While Blair’s team focused on currying favor with print newspapers, Obama’s group harnessed the power of digital channels, including online ads, YouTube videos, Facebook posts and emails, to reach voters – particularly those younger than 25 years old.

This example highlights a power shift from editorial media to shared media via digital services, from social media to blogging. But the shift also begs the question: will it threaten the relevance of public relations?

More media platforms mean even more avenues through which campaigns can communicate.

As you flip through a magazine in a doctor’s waiting room, you might notice a QR code placed in an ad inviting you to visit a website. A separate article might tout the latest online videos or tweets from politicians and celebrities alike.

Forms of media once separate now mix and blend in a large melting pot of multimedia communications. Paid advertising mingles with editorial content, while social media messaging has broken down all boundaries. The name for this phenomenon is converged media.

Despite a tech revolution in communications, public relations is still relevant in brand marketing.

So in the wake of such revolutionary changes, what is the state of public relations today?

PR is certainly not irrelevant, as it still can expand the reach of a brand campaign for little cost. A single, well-placed news article can bring your brand message to a town, nation or even worldwide. What’s more, such placement is practically free.

Winning campaigns balance an authentic message with a strategic focus.

Before you begin to prepare your project, you need to understand the two fundamental elements of any successful public relations campaign: authenticity and strategy.

Authenticity is a must-have in any winning campaign. Presenting your product or personality authentically trumps by a longshot any meticulously molded but essentially artificial image.

Complement and combine media channels so your campaign can make a powerful impact.

The strongest tool for any modern campaign is the intelligent use of digital media.

Some tools allow direct communication between companies or personalities and a target audience, while others create millions of word-of-mouth advertisers ready to spread your message among their fans and followers.

Strategic partnerships, whether with stars or the press, will take your brand story to the next level.

Iconic brands such as athletic gear maker Nike and drinks giant Pepsi didn’t make it to the top alone. These companies have basketball great Michael Jordan and pop legend Britney Spears to thank for boosting their brand internationally.

Celebrity endorsements offer an effective way to supercharge your brand. But such endorsements are more than just a lucrative PR opportunity or extra revenue for Hollywood stars.

Brands that fight for a meaningful cause won’t succeed unless the campaign demonstrates integrity.

As new technologies continue to shape the art of communication, so too do new audience members. Today’s young people, for example, are highly conscious of how and why they buy.

Inspired by today’s conscious consumption trends, younger people buy from brands that don’t just have appealing marketing but also demonstrate social, environmental and ethical value.

A brand can’t keep consumers in the dark. A living brand needs to engage buyers and be honest.

In earlier decades, all a company had to do to turn someone into a customer was come up with a great marketing campaign and watch as people walked right into the trap.

This is no longer the case. While brand marketing is still important, customers today are some of the most effective brand ambassadors.

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Worum geht es in Campaigns that Shook the World?

Campaigns that Shook the World (2015) tells the history of public relations through a series of groundbreaking campaigns, work that inspired a revolutionary shift in communications. These blinks will show you how to create a campaign that packs a serious punch and leads your company to success.

Bestes Zitat aus Campaigns that Shook the World

Yes, this book does confirm the demise of spin, but even PR, as most people know it, may itself be on a life-support machine.

—Danny Rogers

Wer Campaigns that Shook the World lesen sollte

Public relations, advertising or media executives
People curious about public relations
People who love to learn about inspiring personalities

Über den Autor

Journalist Danny Rogers is a media and marketing expert, reporting for over two decades on communications issues. He has worked as an editor with publications such as Campaign, Media Week, PRWeek and Brand Republic Group.

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