Anatomy of a PR campaign

The message is determined by analyzing the brand marketed, and doing
so with a clear and self-knowledge. Too many marketing executives rely
their concept of brand identity, and never bothered to find out what
gives the public has assigned to a product. Just because you've decided
you want to project a certain image does not mean that is the image that you
protruding. Extremely high-profile marketing campaigns have failed because
market research and not enough communication with the consuming public
were made.

For example:

When ATandT Wireless has decided to consolidate its phone, pager, and
Internet technology in something called mlife, gave the examples of public
what the company meant. Unfortunately, the public still does not understand,
and has no idea what the M stands for (is messaging).

United Airlines has long urged the public to "fly the friendly skies United."
The public has noticed that the experience is not very friendly terms,
and now is wary of claims all the airlines. "

The criteria for effective public relations messages should be: (1) is true? (2)
It 's unusual? (3) is interesting?

On the other hand, if a company already exists on the market, a new
message must be identified. For companies of retail sale, the addition of a new
category of product or price reductions are more effective messages.

Sales promotion, especially public very or extremely unusual, they
good messages. Anything out of the ordinary done by the company in
the name of public service or the Community aid is a legitimate message.

For the message to be effective still rudimentary, it is vital
be true. Remember, the message will spread the word legitimate
media; a false message will be discovered and exposed, and winning now
the company's brand negatively. It will do more harm than having no message
at all, and such situations should be avoided at all costs.

Unique messages are going to be more noticeable and more attractive to
gatekeepers who determine what stories are told and what not. Then a
unusual message - something a company that is doing no one else has
or were considered creative enough to conceive, will be much more
success of one who seems tired or old simply because it is seen
before.

It goes without saying that the message has to be interesting. If it is unique,
unusual, and true, but without any interest for the general public, the message
will be delivered no more likely to find the light of day. If it does, it will
certainly not be ignored or, worse, ridiculed. Many companies make the
mistake of believing that if the message seems unusual and interesting to them,
those things will be for public consumption. People in business
tend to find their work fascinating, is the thing I spend most of their
time to think, so they are better informed on the issue and
their activities with respect to any casual observer or consumer would. That is
natural and proper. But it's too easy to make a calculation error
message that could be attractive to an industry insider, for example, "We are
the paper bag that only 100 percent fiber-maple ", is also of interest
to a casual user of the product. In almost all cases, this assumption will
proved false.

So, commununication with the consuming public is an essential component
Branding for success across the enterprise. The discovery by the public what its true
feelings are about the brand identity is provided, as well as any
the changes being discussed on a brand identity exists, may contribute to a wise
marketers to avoid miscalculations that can be costly and possibly disastrous
fatal for the brand, product, or company.

This does not mean that the public should be allowed to dictate all Branding
decisions, however. What is more important is for anyone involved in Branding
to have a clear vision of their brand identity. Wal-Mart remains a wildly
successful brand, not trying to be Tiffany. McDonald, although he
slid precipitously as a trusted brand in recent years, still has good
sense not to hire Wolfgang Puck to rethink its burger recipe.

When a professional branding loses sight of the original mission, as the
brand identity and tries to be all things to all people, the results are almost
always disastrous. The archetypal example of New Coke works as a warning
on so many different errors Branding cliché that seems to speak, but
consider: the essential facts miscalculation was the level of fidelity
the average drinker of Coca-Cola had for what it was, and remains, no doubt
the best known, most loved brand identity on this planet. And to think that was
a good idea to remove this beloved product in favor of a formula
emulated the competition and had to sell Coca-Cola loyalists who
had stuck with the brand, in some cases, for decades, is surprising.

A promising base

PR able to operate efficiently only when a clear, realistic brand
identity has been conceived. Of course, PR professionals can be part of
team establishing that the identity, but it must be, above all, a real
identity. This means you must have specific attributes, specifically philosophical
principles, and, most importantly, some of the basic promises made to the consumer that
will never, ever be broken.

These promises, which should be written in simpler language
and can be distributed on a regular basis for each employee of the company,
have made a pact with the public. They define the brand identity, but
provide reasons to sponsor the brand and continue to offer the most basic level,
differentiation of all competing brands. I've never taken lightly by
all employees, and in no case will never be interrupted for any
reason.

If your business is a shop that sells items that cost $ 1 apiece, you must never
pay $ 1.05 for nothing. If your restaurant is proud of cleanliness,
Toilet facilities must be absolutely spotless at all times one walks in. If your
promise is that every customer will be served within 30 seconds of entering,
it is better to have a stop watch on the wrist of each employee and be sure it's
precise operation.

The promises of the commercial brands are the core of this activity. If
You promised to deliver the longest hot dog in town, and to provide
them, no reasonable person is going to complain that you do not have the best
suzettes pancakes so, unless you have promised too.

It 's extremely important that the flow from the promises you make your mark
identity. Understand what you are and what the public expects from you,
and you can make promises bold, but realistic. Try to provide every solution
every problem, and you win end up providing nothing of what is the least significant bit
effective.

Consider, for example, the Disney brand. Here is a company whose name and
logos are recognized in every country on the planet, whose message is received
and understood everywhere from Beverly Hills in Beirut. It was once estimated
Mickey Mouse was the most recognized figure anywhere on Earth, more
that the President of the United States, more than Tom Cruise, actually more
Santa Claus (who is famous only in about one third of the world
countries).

On the surface, Disney might seem to offer everything to everyone. Besides
his films and television programs under the name of Walt Disney, has also
produces entertainment under the Touchstone Pictures and Hollywood
banner. Disney has a television network on a network owned by him (ABC), and
also provides cable television programming via the Disney Channel and ABC
Family. The company owns theme parks in California, Florida, Japan and
France. It also owns ESPN, publishers, video distribution company,
real estate, and retail stores. Disney logo appearing on merchandise ranging
Souvenirs from the Mickey ears to the fashions created by designers respected,
mail, calendars, furniture, musical instruments, sound recordings, and
watches. Disney produced Broadway shows. It also has a city in Florida.

But no matter how casts his net widely, Disney always promises his
customers the same thing: high quality, customer service fanatic, and a
dedication to his family. It could produce some R-rated movies under his
Touchstone, Miramax, Hollywood Pictures, or umbrella, but never with the
Disney name. It will provide scary thrill rides in its theme parks, but would
better believe that park in the streets will be clean and "cast members" who
work we will find a way to solve any problem a guest may have
during their stay. Guests at Walt Disney World have never said: "We can not do it";
are always given at least a workaround. Perhaps the ABC network
broadcast NYPD Blue, which offers questionable language and partial
nudity, but the Disney Channel will not ever consider such a thing. If Disney
produces a Broadway show, you can rest assured that children will
admitted and the content does not offend their parents.

Disney has become a huge conglomerate that is now doing
promises its consumers and keep them constantly as the company
beginning. Everything that bears the name Disney has a special trust, a covenant
with the consumer, Disney and lives up to that covenant every time.

It 'easy to ridicule the apparently fanatical insistence on referring Disney
its employees as cast members, in considering the consequences of any
spoken words about each program its air network, not to allow its male
employees to grow a beard, or in his sanitized image that seems unrealistic
modern society. But it would be foolish to attack the surface of Disney
brand and overlook the unprecedented success that has enjoyed for a number of
decades. The company continues to grow, but never for a moment it takes
his covenant, the promises that makes his audience for granted.

Visit the Disney Web site and you will see the company http://www.disney.com
dedication to its core philosophy to work with each click. Want to discuss a
vacation to Walt Disney World in Florida? You can book your holiday, including
flights, car rental, hotel and tickets for the theme park through Disney online. If you
need personal assistance, phone numbers are always available. News about
upcoming movie by Disney studios can be found, even from
attractions trailers. The games are available for children and adults. Want to buy
some Disney merchandise? The Disney Store has a catalog online. There is
always a chance to speak with a Disney representative with any questions or
concerns you may have. And the Disney Web site is careful not to provide links
ABC, Touchstone, Miramax, or because these firms face material
that although subsidiary to the parent, does not conform to
Disney brand. They are separate brands and are treated separately. Have
their websites.

While philosophy is not directly presented to the consumer in words, is
is not difficult to discern and understand. Disney will provide
high quality, attentive customer service and a dedication to his family. And 'there
Web site, theme parks, and entertainment provided by
companies with their own name. In no event shall Disney
Company never renounce those promises, and resist them at all
aspect of its branded business.

On those occasions when there is even a hint of a break with the
alliance, Disney would work quickly to correct the situation. When some videos
copies of his animated film The Little Mermaid is said to have an off-
joke visual color in three frames (1/8 of a second), the company that the
entries were dissolved, and the three frames indicted, even if in reality
does not contain what the rumors said they did, were cut from future copies.
Disney takes very seriously its alliance.

BRANDING AND 'ESSENTIAL

All impacts on Branding - the smell of the bathroom, the signs of
window, the product being sold in the shop, the things people say. One of the
the most powerful things that impact the perceptions of all people is what they read,
see, or hear in the media, because he carries the imprimatur of
gripping means.

For example, if a garage band pays to produce his CD and send flyers
to every record shop in the country saying that the disc is a step forward
collection, a fraction of the impact will not win if you have the CD itself
MTV someone uses the same words, because now the brand of
garage band is enhanced with the MTV brand.

The old saying, "There is no such thing as bad publicity" is absolutely
incorrect, however. Having a brand name of the media is very
influencers strong, and is able to cut in both directions. In the event of a power media say
something negative on a mark, even if the information is shown to be
totally inaccurate-the negative impact on brand identity can be
devastating. You can take a lot of damage control, in the form of advertising,
retractions from media and the strong statements of the mark, to
cancel a misplaced comment by a credible media outlet. Sometimes the '
damage can not be controlled or canceled.

When PR is done correctly, a piece of information is disseminated
gatekeeper to the media, who then decide to bring the information directly
or indirectly. Report is made, the research accumulates, the interviews
performed. Finally, the element becomes a relationship between media information, and is
That's when the professional public relations can no longer control it
completely. Media outlets in particular the most desirable, as the most credible
operate independently and report information as they deem necessary or
interesting and exclude everything else. Constraints of time, space, and
reality of economics plays a major role in decision making
as newsworthiness of the information in question.

If the company is launching a new brand, the temptation will be to try to
saturate the market with information about that brand. Often, when my company
is contacted to the creation of a new brand or a new product, the request
will be: "Get as much exposure as possible." This is absolutely wrong
What to ask at that time because it is a strategic location.

This company should be required of a strategic plan that is consistent with
their short, medium and long term goals. (In the short term is defined as six
months to 18 months in the medium term, and long-term to 36 months). It 'very
important to define objectives before seeking media exposure, because the
the lack of a lens is the lack of a plan, and that will erase any hope of Branding
before I ever get a chance to start.

In Lewis Carroll's Alice in Wonderland, there is a wonderful
When Alice, trying to find his way through the maze that is
Wonderland, the Cheshire Cat asks for direction. The cat asks, logically,
destination where she may be, and she replies that she does not care where
you end up, but he needs to know which path to take. She said that she would not
matter where it is going, the cat responds: "So no matter which way you
to go. "

Companies that want to build brands, but I do not know what their specific objectives
are for the next 6, 18, or 36 months can not be expected to define their
brand identity or the correct type of media coverage they need to exploit
their brand opportunity.

A good percentage of Americans believe that Elvis is still alive, there is
represent what people might think. But the reality is that a Branding
campaign, fueled by public relations, will fail miserably if not
specific and clearly defined goals in place for the various points in the future before
begins.

As experts in branding elites determine your goals in advance and
transmit such information to public relations professionals? It helps to be the first in
your field. The companies that came to the market before anyone else -
Wal-Mart, Johnson & Johnson, Kleenex, Coca-Cola, Disney, McDonald's-has had a
advantage before it has created their first media placement. There was no
before them, and they knew exactly what he intended to do.

Keep in mind that most of these brands have established themselves very early on with
very little (in many cases, close to no) advertising budget to work with. They
failed to create the impression in the minds of consumers, without spending
million in magazines and newspapers or on radio or television (in those cases
when the radio and television existed at the time of the creation of the brand).

They have done almost exclusively with public relations. These companies had
plan, a course of action, long before they had a trademark or a trademark
identity. They projected sales potential for their products and services and
had realistic goals for the next six months, next year, the coming
three years. In many cases, these targets were exceeded by far, largely due to
the brilliant public relations campaign that was initiated and executed
to establish and support the brand. Without such plans, objectives and
projections, there would be no road-map, like the Cheshire Cat
say, there would be no reason for the choice of a road rather than another, since
no matter where you end up the same.

It 'very important, therefore, to set realistic goals. To do this, the
Intelligent branding professional must have a clear vision of his own
Product and company. Only with an identity that can be real brand created, a
that will capture the imagination of the consumer focused and differentiate
brand new competition from any currently existing or existing in
future. Keep in mind that even those who are dealing with finite state
competition. Kleenex may be the most popular brand of fabric available today,
but it is far from unique in the market.