This document discusses strategies for effective public relations (PR) campaigns. It suggests focusing on human interest angles and showing how a brand plays a role in consumers' lives. Successful PR formulas align brand needs with content creativity. Recent examples demonstrate using celebrities and digital campaigns to establish brands. Key trends include media focusing on celebrities, influencer recommendations, social causes, and engaging youth. Effective PR news covers long-term brand building, research, innovations, real stories, and celebrity events. The document stresses the importance of content strategy and creativity to change habits and build credibility.

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‘PR Agency of the Year 2014’
Indys Awards
‘Indian Consultancy of the Year 2013’
The Holmes Report

2. CONFIDENTIAL
Blurring line between journalism and activism? The Media Today
People crusaders?
Dramatization of reality?
Profile building
TRP game
Sex & Crime sells

3. What does the media look for?
 Sex & Crimes
 Politics
 Social Issues
 Financial News:
Mergers & Acquisitions
 Lifestyle
Readership
Reporting

4. So .. IS PR REALLY EFFECTIVE ?
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5. TOP PR campaign in the history
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6. ALEXANDER’S SIEGE – SON OF GOD
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A LOOK AT SOME RECENT EXAMPLES..
https://www.youtube.com/watch?v=xG3qh_8hre4 :Kellogs
http://www.youtube.com/watch?v=8DQ1Hwp2-4Q : Dove
http://www.youtube.com/watch?v=Go9rf9GmYpM: Pepsi
http://www.youtube.com/watch?v=8DQ1Hwp2-4Q : Solo
http://www.youtube.com/watch?v=e_2tQekUDy8 : Lifebuoy

8. How can consumer PR sell itself to the media?
Key Opinion Leader •Lend credibility to product USP in communication with no direct brand push
Celebrity:: Bollywood Actresses / Models •Establish glamour quotient to aspirational adaptation by consumers
Digital / Radio Campaigns • Viral distinct goodness of product through intriguing campaigns
Activations:: On ground Brand Property • Establish WOM or brand recall through face to face seeding of WOM
• To establish the human interest angle (it could happen to me/my readers)
• Direct communication to establish category supremacy through controlled content (Paid/ Barter)
And importantly: Exclusivity
Human interest angle
Advertorials/ Consumer Connect
Initiatives
Impact on us: Probability of coverage is directly proportional to how many criteria from this list can
be checked and advertently popularizing the brand
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9. So is there a PR Formula ?
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10. 10
Human Interest Angle
+
Brand needs to play a role in
consumers life
=
Content Creativity

11. Saffola - Healthy Heart &
Active Lifestyle
Rising incidence of the
heart ailments
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Kellogs K – Lose weight and
better lifestyle
Rising consciousness to lead
an active lifestyle & look
good

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https://www.youtube.com/watch?v=VdwpFXa54LQ - LARA
VS
https://www.youtube.com/watch?v=dkGDcUYlguw – Deepika

13. Key trends in the brand space you need to be aware of
• Most media houses are brand averse
• No mention of a brand name or blurring of a brand
name from a photograph is common
• Celebrities are the key drivers of coverage in this area
making campaign’s expensive but high on mileage
• If not handled well, a campaign could get covered
without brand messages
• Distinction to consumers is through the experience
the brand offers
• Urban consumers are influenced by trends based on
research and peer group recommendation
• Tier 1 and 2 markets are seen to be making decisions
based on influencer recommendations
• Youth exhibit new media consumption patterns and are
largely influenced by social causes and the web
• The e community is growing significantly as a medium
while talking to the premium market segment
• Kids have their own mind, and traditional forms of
marketing to kids through their parents is changing
•Brand should be the center of the core campaign that
you think of
•Has to connect beyond just a product launch
•Has to build relevance before its launch
•Has to be engaging enough for youth to connect
•Has to have a larger purpose in the minds of the
consumer

14. What makes news for a consumer brand?
Print
• Long term campaigns
building brand
relevance
• Category creation &
innovation
• Concept notes linked to
trends
• Research indicating
shift in consumer
behavior
• PR innovations with
brand-celeb combine
Magazines
• Real life stories linked
to the brand
• Photo features
• Product reviews
• Experentials
• Category led features
backed by research
• New brands in the
context of new
consumers, new media
• Networking initiatives,
make them feel special
Regionals
• Celebrity led
event/activations
• Tactical initiatives of
consumer interest,
benefit: discounts,
sales; etc
• ‘Good’ initiatives,
events: Donation
camps, NGO tie ups;
etc
Broadcast
• PR innovations with
brand-celeb combine
• Celeb events,
activations with
exciting visuals
• Attention grabbing
research results
• AFP’s linking back to
the brand values and
ethos

15. POINTS TO WATCH OUT FOR
• HOW IS A BRAND PLAYING A ROLE IN CONSUMERS LIFE – A MATTER OF
CREDIBILITY
• WHY GO FOR VANILLA WHEN FLAVOURS ARE THE IN THING
• MEDIA FATIGUE A REALITY
• CONTENT STRATEGY + CREATIVITY
EXPLORE PR TO CHANGE HABITS/BUILD CREDIBILITY/REPUTATION
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16. Thank You
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