What Makes a Good PR Idea?
Why breaking the mould can win the day
A good PR idea is often innovative or eye-catching and sometimes a little risky or quirky.
Of course, some might argue there’s actually no such thing as bad PR, but in our experience, projects less likely to resonate or be remembered are those which are routine, unimaginative or entirely self-centred.
Then there are clichés such as giant cheques or naked calendars; they’ve been done so many times they’re no longer going to fire the public imagination.
They did once work, of course, but that was back when they were original; they were ideas that made people laugh, raised an eyebrow or started a conversation in the pub or in the office.
Every picture tells a story
A project Steve managed, helping UK utility Yorkshire Water highlight millions of pounds worth of investment in the clean water infrastructure. A 150ft tap was painted on a hillside near Scarborough and staff dressed in grey “zoot suits” formed a drop of water which “dripped” as journalists were flown over by helicopter. The project, also including a VIP buffet lunch for regional stakeholders, cost just £4k - a fraction of the cost of TV or newspaper advertising.
Our advice would still be to think visually if you can – but what else can you do to catch the eye? Images are increasingly important these days as we depend more and more on visual media to tell us stories – but video is even better. In fact, it’s becoming increasingly important to use as much available technology to tell your story as you can.
For an example, let’s say you have a new starter joining your company. There was a time when you would put out a press release including their name, relevant experience, a quote from the boss about how pleased they are that so-and-so is joining the company and, of course, a picture.
Now, with so many other options available, you can do so much more.
The new recruit
Say the new recruit is a graduate beginning their first job. Why not get them to film themselves doing the stuff they dreaded might be their lot – perhaps making endless coffees, doing the filing, working from a tiny cubicle in a dark corner. To make it even more quirky, you could include cleaning the boss’s shoes under their desk while they’re on the phone, walking the boss’s dog or doing their shopping.
Then compare that with footage of the reality: show the new recruit meeting clients, attending meetings and even having a coffee brought to their desk by a colleague. Put it all together in a fast-moving YouTube video (no longer than a minute) and you have some content for your website and social media channels. Attach a link to your press release, and you might just catch the eye of a jaded business desk at your regional media centre.
The truth is, these days, it’s not all about what you have to say – it’s how you choose to say it. Present it without any flair or imagination and it’s more likely to fall flat. But if you dare to be different, who knows? If it’s the sort of thing to inspire a “Did you see …?” conversation with a friend over coffee, you’re probably on the right lines. Maybe you’ll even discover the thrill of going viral.
How can we help?
If you’d like some help brainstorming ideas or if we can assist with contacts for professionals who can help with video compilation and editing, feel free to drop us a line. We’d be delighted to point you in the right direction if we can.
Alternatively, you can engage us to work up some potential projects to choose from, with our fee for concept development discounted from your final invoice should you proceed with any of our ideas.
Whether you just need a sounding board or someone to help manage the project from beginning to end, at Dolphin International Communications we’re only a click away.
An image from a “wedding” between mannequins from a Yorkshire bridal gown business and a gents’ outfitters on the same street. The idea helped to win regional media coverage for the merger of the two shops whch may otherwise have gone unremarked - all for a budget of under £500.