Looking for campaign inspiration? Well I’m back with a creative campaign that will get you thinking!
Recently in Berlin Ogilvy & Mather found a way to directly link their product to its intended purpose through advertising that actively created brand engagement.
Most companies with a service or product are looking to create active links between their brand and its purpose. By finding a link to join the two directly with its stakeholders, or customers in this case, is a fun way of actively bringing it to their attention with a reward of the product itself at the end. Everyone loves a freebie!
Rugby’s recent hot topic was how George North’s concussion was dealt with, which resulted in concerns being raised about whether appropriate action was taken and its impact on Rugby Union’s reputation.
Paul Rees wrote an excellent article for the Guardian (12 February) that sums this up perfectly. He states that the future of the players and sport depends on action being taken to treat concussion with the importance it deserves.
You can Paul’s article here: ‘George North’s concussion damaged him and the image of rugby union’.
Image and reputation is inextricably linked with stakeholders, and therefore a damaged reputation can have seriously harmful repercussions.
If the Rugby Union is not properly looking after it’s key stakeholders, the players, by risking their health then it calls into question rugby’s credibility. Rugby’s image and reputation becomes damaged and this then loses other essential stakeholders – the fans and the funding.
When things go wrong mitigation is key and rugby’s swift action on concussion has limited the damage to the Union’s image and to the players.
George North’s case emphasised Rugby Union’s concussion protocol and it’s importance. But, there was considerable outrage with how it was dealt with and his welfare.
After George North’s concussion debacle it was rumoured that players often pushed themselves back to playing before they were ready, in fear of losing their place on the team. Other comments circulated that coaches were the culprits making players return. The comments didn’t go away.
Given the nature of rugby, it wasn’t long until another high-profile case presented itself and after Mike Brown went out cold during the Valentines Day match against Italy, PR went in to overdrive from the England camp. It was the perfect opportunity to rescue rugby’s reputation from what happened mere weeks earlier with George North. It was time for communication.
Multiple news stories and updates were issued stipulating that Mike Brown is being protected by existing protocol and that he will not be returning until all symptoms are gone. Mitigation, through strategic PR communication, did its job and the concussion protocol fever has been sated for now. Here are some of the quotes that were released from the England camp…
“This morning Mike woke up not feeling 100%. The right and proper thing to do was to make the call. His health is the main priority here and we need to get him right for the next game. The symptoms aren’t too severe whatsoever, just a little headache. He’s fine in himself and is chirpy enough, but it just isn’t worth the risk because his health comes first.” assistant coach Andy Farrell said.
England head coach Stuart Lancaster said the squad’s medical staff would continue to work with Brown to “get him back to full health”.
Although this is great news for Mike Brown’s welfare, this does mean that he will miss today’s Six Nation Ireland v England match, much to the disappointment of England rugby fans, Stuart Lancaster and the rest of the coaching team. But, in this instance, the risk is too big to chance. Everyone involved knows this and the right decision has been made. Well done Stuart. England 1 – 0 Wales.
Taking risks for reputation enhancement is not a new topic in PR and it is something I have written about before. Recently, the article I posted about Madonna at the 2015 Brit awards, talked about how far is too far in PR, using the example of Red Bull who risked a life for PR purposes. Like I said before, if the live jump from space had gone wrong then the damage to the brand would have been unprecedented. Instead it’s secured their place in the top brands of the world. Risk can equal big rewards.
However, rugby isn’t just a brand or a product, it’s bigger than that, it’s a part of our society. It’s children developing important skills, the Sunday run about with the lads, it’s the first trip to a major stadium, it’s the highs and lows of following your team. Big risk here won’t work.
It seems rugby is aware of its position, the risk and the potential damage, even if the George North situation was a reminder of why the rules and protocol are there. In this instance, strategic PR was used to manage the expectations of its stakeholders. It facilitated communication with its stakeholders by saying ‘how we dealt with that was wrong, but look, we’ve learnt from our mistake’. Crisis averted.
Hello 2015! It’s been a while since I last blogged. I have developed an enormous respect for people who blog regularly, where do you find the time?!
But, I return to the blog-sphere with good news…
After undertaking internships, work experience and going back to university to successfully complete a masters…I have a new role as a PR account executive.
A month has already flown by and I’m building on existing skills and learning plenty of new ones.
I am really excited for the new start and to work in a PR agency for the first time.
It’s a short and sweet update but there’s more to come.
Stay tuned for new PR musings coming soon…
I set out to write a piece on the Rugby World Cup 2015 ticketing but actually discovered the positive PR that is channelled through rugby and the close stakeholder relationships within it. When I wrote my PR Masters Dissertation this year I focused on ‘Global Sporting Events: Managing PR strategies in complex stakeholder environments’. I examined the top global sporting events in 2014 – the Tour De France, the FIFA World Cup and the Commonwealth Games. From this I concluded that a positive reputation hinged on good compatible working relationships between the main stakeholders before, during and after the event. Without it the brand, event and nation suffered in many different ways – audiences are perceptive, dynamic and savvy. If you compare the English and French ‘bro-mance’ that was the Yorkshire Tour De France to the boycott and corruption of FIFA, the perception of each was radically different, they were viewed differently by other stakeholders and this impacted their overall effectiveness. The power of stakeholders is phenomenal, so managing the PR strategies and relationships is fundamental to the overall success of the event.
We are gearing up for another global event in the UK. The worlds finest rugby players will be going head to head on home turf. Of course I want tickets, it’s the Rugby World Cup in the UK, practically on my door step! It’s a no brainer.
However, like many, I didn’t get tickets in the ballot. It seems to be all or nothing. But, I wanted to see what else was out there about other people’s experience and the effect it has had on audience stakeholders. Did it receive good PR? Bad PR? Or did it depend on whether you got tickets or not?
I still don’t know that yet. I got distracted. Blame YouTube. Instead I learnt that rugby as a sport has a ‘good will’ unlike any other I’ve experienced (I’m an ex-amateur rower and sports aficionado!). It is rare you hear of any hooliganism (sorry football fans!) and it has been used as a positive force to engage historical change within nations (Yes, I’m talking about Mandela, apartheid and THAT 1995 Rugby Match).
Even the Royals are on board, driving promotion of the 2015 World Cup, but also defining the town of Rugby as the ‘Proud Home of the Game’. Similar to the big three sporting events of 2014 I mentioned earlier, this event also influences the PR of nations, cities and the towns in which they take place. The positive partnerships and sponsorship contracts between stakeholders are already radiating from the snippets of advertising and PR being released. It pre-sets a tone for the event within the media and gives us a hint that this is going to be bigger and better than the ones before it. After the success of the 2012 Olympics, the 2014 Yorkshire Grand Depart and the 2014 Commonwealth Games, we as a nation have a rather high standard and legacy of sporting and event success to maintain and develop.
Communications between stakeholders hosting the event and their prospective audience are one of the most important to nurture and this has already started…
What happens when you take a rugby legend and the Captain of the England rubgy team? Priceless Surprises. MasterCard have got it right, they are building on the concept of national sporting pride and focusing on the sporting stars of tomorrow, youth teams. There is a bit of branding here and there, but the focus is on the relationships, using sport to influence and drive positive change. Ok, it’s a little cheesy, but it has the feel good factor and shows a great relationship between the event, the nation and the key stakeholders…
Whilst researching, I also found a partnership between the City of London Police and the 2015 Rugby World Cup, which is humorous in getting it’s point across playing on the infamous, characteristic kicking technique of Jonny Wilkinson. It warns ticket buyers to ensure they are buying from official ticket sources, which shows a clear aim to crack down on the crime but also a caring element for fans not often seen in other global sporting events (certainly not the three I looked at in 2014 anyway!). Have a look here…
This early PR strategy of collaboration is already creating an environment where positive PR is generated about the event, the nation and the stakeholders. This preparation is laying a positive foundation for the build up to the event. I can’t wait to see how PR and communications unfold in the run up to the 2015 Rugby World Cup event, it’s already an exciting start!
‘Dream big, and with focus and hard work, anything is possible’ – Paul Goodison
I did it! I now have a PR Masters, with Merit, from Southampton Solent University.
There are times you plan, organise and work and then there are the rare, beautiful moments you get to reflect upon the things you have achieved. Graduation is one of those things. Pomp and ceremony, jazzy gowns and caps signify a tradition purely focused on achievement, a pause before you swiftly move on and begin evolving further.
Reflection also allows you appreciate the wonderful people you have supporting you, and I am so incredibly lucky to have such a vivacious, fabulous, intelligent mentor in Catherine Sweet. I have spent a lot of time trying to find the words to express my thanks for guiding me through the past year and half, for your unwavering support and no amount of words seem to cut the mustard.
So it’s simple, but the feeling and appreciation behind it is genuinely gigantic…
Catherine Sweet – THANK YOU – I couldn’t have done it without you.
At Graduation they said you will never forget a good teacher. I know I certainly won’t.
However, I also must thank a few other people. Don’t worry it won’t be as long as an Oscars speech and there won’t be any tears. Promise.
I studied alongside some incredible people, two of those became some of my best friends but they also helped me develop my style, understand different cultural approaches which helped develop me for the better. So, Lisa Duygu thank you for teaching me to look at every angle, to be more patient and to believe in myself. Nadia Volaki thank you for teaching me to be more bold, to take chances and to believe in myself. We made it. We did it. We are Masters!
The more private, but not any smaller in size, thank you’s must go to my supportive Grandparents, Mother and Boyfriend. Unwavering support that made the world of difference whilst there were so many demands on my time. Thank you. I did it!
If you’ve had any PR mentors/teachers/supporters, what was the biggest impact they have had on you? or perhaps what words of wisdom they have divulged? Please feel free to share your comments below!
I can’t help it. I seriously love Halloween. For me, it’s always been a time where my friends and family come together. We eat, we laugh, we dress up in ridiculous outfits. It’s also a chance for me to show off my pumpkin carving skills. Hooray!
However, I’d never really seen it as a PR opportunity until today. One of my favourite brands (and product!): Jimmy’s Iced Coffee (if you don’t know it, click the link and check them out, I’m going to do a blog on them soon!) has invited their customers to choose whether they participate in Halloween and Christmas PR-marketing-social-media activity:
Now Jim, of Jimmy’s Iced Coffee, inventor, entrepreneur and all round ace chap (yes, I have met him, and yes his beard really is that magnificent!) has a completely different approach to his PR and marketing. It’s all pretty much done by him and his sister. No out sourcing to a media giant. Therefore, it’s always engaging, entertaining and different to what his competitors are doing. It always feels like he’s speaking right at you. So, this option for his customers to choose what the brand does (whether they should participate or not participate in Halloween/Christmas) was no surprise to me as it is exactly how Jimmy captivates his audience. The day is not over and he already has over 30 comments and 38 likes. He is giving power to his stakeholders to make real-time company decisions. Power to the people! Yeah!
My vote would be to indulge in a little Halloween hocus pocus or Christmas cheer, because I am a hug fan of those times of the year when you can be a little more frivolous. However, it’s not for everyone. What would your decision be? Do you like it when your favourite brands get a bit festive? Or, does it really hack you off? Would it make you think more or less of a brand that does participate? Let me know your thoughts below!
Happy Halloween Folks!