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Creating PR stories. It’s SIMPLES!


My learners often ask for a handy toolbox of techniques that they can take away to use for creating their own PR stories.   So, I developed this acronym of the letters S I M P L E S and hope that you find it helpful when planning how to make every PR story or piece of PR content work hard.

S = simple narrative

Campaign messages need to be turned into meaningful PR stories and my view is that the simpler the narrative, the better.  I love how NHS Blood and Transplant’s campaign for National Blood Week 2015 transformed key messages of ‘There is a shortage of blood groups O and A.  Support  National Blood Week and register to give blood’ into a wonderfully simple narrative – Help to fill the g ps. Do something amazing. Give blood.#missingtype Read more

5 essentials every PR campaign should have

As communication disciplines converge, those working in public relations are finding that they need to think smarter when it comes to ensuring PR has a place at the top table. Here are my five essentials every PR campaign should have:

1. The big idea

A Holmes report study into creativity in PR, found that 61 per cent of those questioned agreed with the observation that the PR industry lacks big ideas. That was back in 2012 and I think the industry has moved on since then and we are seeing more PR firms like Ketchum winning creative awards. Read more

PR strategy explained

What’s your strategy?
What’s your strategy?

Everyone seems to have a strategy these days.  In the public relations industry, it is one of the most over used terms and many of the courses that I’m asked to run involve some element to helping PR’s be more strategic in the creation of communications campaigns and planning.

But what is a PR strategy?  And why the obsession with it now? Read more

Channel hopping for PR

Whilst running a course on strategic communications last week, I was reminded how the word ‘channel’ has come to mean the medium or media channels that PR’s use for communicating with chosen audiences. Deciding what channels to use is key to good PR planning. But it’s no longer relevant to segregate them in terms of print, online and broadcast because everything has merged in this digi-mobile era.  I look at them in terms of whether the media is earned, owned or bought as well as non-media communication channels.  The reality is that we often end up compromising in our choice of channels because of a lack of time, budget and ability to measure impact.  But here’s a simple list of their pro’s and con’s: Read more

Storytelling through PR video

The PR world can get too obsessed with using the written word as a communication tool. A good PR video is what gets me excited.

I agree with Steve Olenski that “Mr. & Mrs. Brand, prefer to ‘see’ rather than ‘read’ when it comes to the deluge of information they are bombarded with,” so learning how to story tell through video is an important skill for today’s PR’s.  But how long should a PR video be?

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