Most PR campaigns annoy me, as many of them have still not been able to come up with radically different, amusing PR ideas. PR is one area we have not witnessed much change in. Predicting the PR strategy of any company here is as easy as ‘a b c’ (Actually it’s much simpler than that) Besides the regular newspaper articles and big bang press conferences there is hardly anything to talk about. I think it starts with us, the kind of perception we have of PR and what we want to do with it.
If we are taking the subject very seriously we can’t afford to think of PR in isolation. The idea of “newsworthiness” itself has undergone radical changes. We have to deal with the fact that it’s the entertainment value that creates successful stories. Therefore adding creativity in to your PR strategy is no longer an option. And if you are still clouded by the thought that PR plays a restricted role read on and discover the magic of how successful PR converted possible crises in to invaluable marketing opportunities
Unusual product launch
We Sri Lankans don’t give much credit to Australians. However Tim Pethick (known as tall tim), creator of “Nudie” beverages is one Australian who deserves a lot of credit for his acute wisdom in PR. In 2002, instead of spending on media advertising, Tim invited people home on Thursdays to sample smoothies made in his home blender. Soon it attracted media personnel to cover this unusual story.
Capitalizing on a crisis
What is even more admirable is how ‘tall tim’ capitalized on a crisis, when his juice factory was devastated by fire in 2004. His claim to rebuild the factory in a matter of weeks attracted media personnel once again. He went on to attract more publicity by launching a new drink known as the “fire fighter nudie” recognizing the bravery of a local fire fighter! Check out their website – www.nudie.com.au
If we are taking the subject very seriously we can’t afford to think of PR in isolation. The idea of “newsworthiness” itself has undergone radical changes. We have to deal with the fact that it’s the entertainment value that creates successful stories. Therefore adding creativity in to your PR strategy is no longer an option. And if you are still clouded by the thought that PR plays a restricted role read on and discover the magic of how successful PR converted possible crises in to invaluable marketing opportunities
Unusual product launch
We Sri Lankans don’t give much credit to Australians. However Tim Pethick (known as tall tim), creator of “Nudie” beverages is one Australian who deserves a lot of credit for his acute wisdom in PR. In 2002, instead of spending on media advertising, Tim invited people home on Thursdays to sample smoothies made in his home blender. Soon it attracted media personnel to cover this unusual story.
Capitalizing on a crisis
What is even more admirable is how ‘tall tim’ capitalized on a crisis, when his juice factory was devastated by fire in 2004. His claim to rebuild the factory in a matter of weeks attracted media personnel once again. He went on to attract more publicity by launching a new drink known as the “fire fighter nudie” recognizing the bravery of a local fire fighter! Check out their website – www.nudie.com.auThe Schultz factor 
Although I had made a promise that I will not write about Apple, Starbucks and Coke (perhaps the most famous brand names in marketing circles - it’s hard to have a decent conversation with marketing people without them having to quote these) you have to excuse my onetime deviation.
Well I’m sure most of you know that Howard Schultz returned to Starbucks to reverse its loss making trend. After deciding to focus on their marketing activities Schultz wanted to communicate on the new developments and their commitment to both coffee & customers. In a brilliant PR move he closed all 7000 + outlets across US for 3 hours on a staff training program drawing national interest with overwhelming media coverage. The publicity they captured would off set the loss of sales by many folds. I know it’s quite impossible to find clients who would buy in to such daring ideas. But then not many of them really attract the attention of media circles, isn’t it? Let’s accept the truth; it’s not easy to find this rare breed of corporate stuntman type like Howard Schultz.
Buying Cheese Rotti..
Well, a few final words on PR – if you are planning to go big on PR make sure you are far more adventurous than others. After all PR isn’t for the weak hearted. If you are still thinking of regular rice & curry for your PR effort just forget it. Perhaps buying your staff ‘cheese rotti’ from Pilla might be a better idea.
Although I had made a promise that I will not write about Apple, Starbucks and Coke (perhaps the most famous brand names in marketing circles - it’s hard to have a decent conversation with marketing people without them having to quote these) you have to excuse my onetime deviation.
Well I’m sure most of you know that Howard Schultz returned to Starbucks to reverse its loss making trend. After deciding to focus on their marketing activities Schultz wanted to communicate on the new developments and their commitment to both coffee & customers. In a brilliant PR move he closed all 7000 + outlets across US for 3 hours on a staff training program drawing national interest with overwhelming media coverage. The publicity they captured would off set the loss of sales by many folds. I know it’s quite impossible to find clients who would buy in to such daring ideas. But then not many of them really attract the attention of media circles, isn’t it? Let’s accept the truth; it’s not easy to find this rare breed of corporate stuntman type like Howard Schultz.
Buying Cheese Rotti..
Well, a few final words on PR – if you are planning to go big on PR make sure you are far more adventurous than others. After all PR isn’t for the weak hearted. If you are still thinking of regular rice & curry for your PR effort just forget it. Perhaps buying your staff ‘cheese rotti’ from Pilla might be a better idea.
Pictures: nudie.com.au, Google images
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