Weird Campaigns - a great tool in modern PR

A public relation is all about visibility and reputation management. Generally the client servicing personnel are engaged to dig out new information, which is worth sharing with media. But as PR is a continuous process to achieve visibility of a particular client through various strategies, many a times the company doesn’t have anything which is worth sharing with media.

In this situation, either the PR exercise goes for a duck or client servicing personnel comes up with old wine packed in new bottle theory. This is because the traditional PR promotes a practice of highlighting your client is sections, columns of newspapers, magazines etc:. But as a PR professional there is much more one can do for his or her client.

At this point let me introduce a word called “Weird”.  I know it sounds weird but if another word called campaign is added to the word, it can create wonders.  For this recipe, the client servicing personnel should be equipped with independence to think weird, and out of the box.

Once you can think of it the recipe is simple:-

Ø Focus on your client’s brand, vision, mission or values and select a relevant campaign, keeping in mind the target media.

Ø Check with one or two journalist or internal media relation team about the feasibility of idea.

Ø Don’t be afraid to discuss about the weird campaigns with your client. Be clear even if he is a CEO or CMD of the company.

Ø Be a consultant and not a clerk to your client.