The powerful rise of social media and digital influencers has forever changed PR. Today, success comes from creativity, relevance and resonance. However, in our highly, connected world, many people often forget that success also requires an old school tactic, elbow grease. Pure hard work – not simply hitting send, sitting back and waiting for results to come in – is even more important today.
Although viral is the buzz word and objective of many clients and PR practitioners alike, in reality, very few PR campaigns go viral and you don’t need a campaign to go viral to secure outstanding results. The recent work we did for our client Prime Pubs for St. Patrick’s Day 2014 is a prime example of how 360° thinking and elbow grease beget exceptional results.
When St. Patrick’s Day had wrapped we had secured 99 media hits with a reach of 16.9 million. Coverage included cooking demos on Canada AM and Breakfast Television, a full page on Pubs’ Irish menu items in the Toronto Sun and 15 live broadcast segments showing St. Patrick’s Day celebrations at the pubs.
None of our work went viral, but we never intended it to. St. Patrick’s Day 2014 was about rolling up our sleeves, staying focused and stopping at nothing to get the results for our client. The campaign proved, sometimes it’s the traditional public relations efforts that shine through more than a flashy digital campaign!