Creativity for PR

Session 3 Where great PR ideas

come from .

Kate Poole
October 2017
 This is a huge topic!
A one hour lecture?

Please, please educate yourselves - study

award winning, industry applauded, historic, of
today campaigns that give you a grounding in
what has and can be achieved
En
Campaigns that shook the world
Danny Rogers
 Great creative ideas come from
A great brief
A great objective
A great creative strategy
A great set of tactics

We are going to be looking in more detail at

the planning process in the next lecture
The relevant distinctive
 Defining creativity in the human
context

We are always trying to influence

someone/some group(s)
Our ideas have to be relevant to our audience
they need to resonate, ring bells, create a
moment of identification ..make people
laugh, smile, cry, feel ..
 Defining creativity in the
commercial/political/social context
Our creative ideas are always intended to do
something we are being paid to make a
difference ..
To influence
To mobilize
To create awareness
To switch purchasing behaviour ..
To counter
To sway opinion
To stop a certain behaviour ..
 Defining creativity in the media
context

Our ideas have to cut-through the clutter

 Essentially 2 approaches to defining
where great ideas come from ..
Head Rational
Provides a reason to buy based on logic and reasoning
and persuasion
Usually linked to a competitive product/service
advantage

Heart Emotional
Provides an emotional basis for making the choice
The most powerful emotionally based campaigns are
based around an insight
Great head based creative strategies
There is something distinctive, compelling,
better than the competition
There is an interesting did you know
A point of comparison can be dramatized
through product /service demonstration
 Volvo Safety and Precision
https://www.youtube.com/watch?v=M7FIvfx5
J10
 Kern precision tools
https://www.youtube.com/watch?v=_-
R6k7UNcHY
 Blendec a modern twist on the side
by side comparison device
A super-strength blender
A demonstrable product advantage
Rational creative strategy
Witty tactics, based on a time-honoured side
by side comparison idea
Amplified through media relations
 Will it blend?
https://www.youtube.com/watch?v=lAl28d6t
bko
Blentec will it blend
 Emotionally based creative strategies
Often linked to an insight an ah ha
moment
Can be fear-based .. Very effectively used by
Greenpeace and other campaigning groups
Can appeal to any of Maslows need states in
the Hierarchy of Needs survival, belonging,
esteem, self-actualisation .
Maslows motivational theory
Hierarchy of Needs
 Always run like a girl
https://www.youtube.com/watch?v=XjJQBjW
YDTs
Which need state?
 Dove
https://www.youtube.com/watch?v=r79Q6gA
Qhao
Donald Trump
Which need state?
Emotionally based creative strategies
this girl can ..
Which need state?
Capturing the magic of Christmas
John Lewis & Monty the Penguin
Which need state?
Campaigns that shook the world
Danny Rogers
PR led strategies
 The list
The Thatcher years (1978-79)
New Labour, New Britain the Blair years (1994-
2005)
Rescuing the British monarchy (1997-2011)
Re-inventing the Rolling Stones ( 1981-82)
Brand David Beckham ( 1998-2013)
London Olympics 2012 inspiring a generation
Bono & cause marketing
Obama the audacity of hope ( 2006 -2008)
Dove Campaign for Real Beauty
 Manifesto for great campaigns
Clear Vision
Unified team
Authenticity
PR-led strategy
Collaborative rather than adversarial approach to the
media
Forging partnerships & breaking down barriers
Embracing celebrity
Building genuine movements
Otimizing digital technologies
Convergence & integration
Storytelling and a consistent narrative