Elbow Grease Still Required!
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.
We started our outreach in mid-February, pitching recipe media and morning talk shows traditional Irish dishes from the pubs’ limited time Irish menu. When the pitches were out, we got on the phone, on email and back on the phone again.
In early March we turned our attention to driving people to Pubs for the St. Patrick’s Day celebrations. We sent customized regional advisories about the Season of St. Patrick to traditional and online event and calendar media. Of course we didn’t just hit send; we got back on the phone and email again.
Finally, we encouraged cameras to cover the parties by sending advisories about the visuals to photo and assignment desks. We called each and every one of them again and again.
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!