Anatomy Of A PR Campaign By Michael Levine

Determined by analyzing the message of the market, and
so with a clear vision and self-knowledge. Too many marketing executives rely on
their own concept of brand identity, and never bother to find out what
attribute society has assigned to a product. Only because you have decided
you want to project a particular image does not mean that the image that you
projection. Very high-profile marketing campaigns have failed because
not enough market research and communication with all the public attention
done.

For example:

When AT & T Wireless decided to consolidate and a mobile phone, pager, and
Internet technology into something called mlife, he gave examples of public
What is the company. Unfortunately, people still do not understand,
and have no idea what the abbreviation m (the message).

United Airlines has long invited the public to "fly in the sky of the friendly United States."
Public that has experience in the aircraft is not very friendly,
and now all suspicious flights' claims.

Criteria for effective public relations message must be: (1) Is it true? (2)
Is it unusual? (3) What is interesting?

On the other hand, if a company already in the market, the new
message must be identified. For retail companies, the addition of new
product category or price reduction is always effective message.

Sales campaign, especially the very common or very unusual, making
good message. Something extraordinary that made by the company in
the name of public service or public assistance is a legitimate message.

To have a message that will be even rudimentarily effective, it must be really
become a reality. Remember, the message is being spread by the news that legal
media; will find false and affected, and immediately get
the company is negative. He will do more damage that is not the message
at all, and such situations should be avoided at all costs.

Unique message will be clearer and more attractive for
gatekeepers who determine which stories are told and do not. So a
extraordinary message - is something that companies do not have that others have
or are considered to be creative enough to prepare, would be more
successful than one that appears a long time because it was tired or views
before.

It goes without saying that the message should be interesting. If that is unique,
extraordinary, and true, but without interest to the general public, the message
presented the most likely will not find the light of day. If not, it will be
shall be ignored, or worse, ridiculed. Many companies make
the mistake of assuming that if the message does not appear to be normal and interesting for them,
will be the things that is common to all the public attention. People in business
tend to find their business is very interesting because it is a matter that they spend most of their
thinking about the time, so they are more knowledgeable and concerned about
with their business rather than consumers or the casual observer will. That is
only natural and right. But far too easy to make a miscalculation that
a message that may be of interest to an industry-such as Insider, "We are
bag only paper that is made with 100 percent fiber maple "will also be of interest
casual user to the product. In almost every case, the assumption that the
proved untrue.

So, commununication with all the public attention is an important component for
Branding any successful business. From the public to find what is right
feelings are about the identity of the contemplated, as well as
discussed the changes on the existing brand identity, can help the wise
marketers avoid miscalculations that could prove expensive and may be evil
fatal to the brand, product, or company.

This does not imply that people should be allowed to dictate all Branding
decision, however. What's more important is for anyone who is involved in Branding
have a clear-eye view of their identity. Wal-Mart still crowded
successful brands will not try to Tiffany's. McDonald's, although as
slipped precipitously as a trusted brand in the last few years, both still in
do not think rent Wolfgang Puck to rethink the hamburger recipe.

When Branding professional loss of the original mission, namely,
brand identity and will try to do all things to all people, of which almost
always calamitous. Archetypal example of New Coke work as a warning
Branding on many different error that seems clichéd, but
consider: a fundamental miscalculation is the level of loyalty
average drinking Coca-Cola for what has been, and remains, unquestionably
The most famous, most loved brand identity on the planet. He was thinking
a good idea to remove the product-loved in favor of a formula
emulated competition was bound to alienate, and Coca-Cola loyalists who
have been stuck with the brand, in some cases, for decades, is surprising.

Some BASIC PROMISES

Public relations can operate effectively only when a clear, realistic brand
identity have been developed. Of course, PR, professionals can be part of the
the team determined that the identity, but must above all the truth
identity. Which means that must have special attributes, a specific philosophical
tenets, and most importantly, some of the basic promises made to consumers
will never, ever be broken.

Promises, which should be written in simple language
and may be distributed regularly to every employee of the company,
is an agreement made with the public. They define the brand identity, they
provide a reason to be a customer brand, and they offer, in the most basic level,
the differences of all the competing brands. They have never taken lightly by
each employee, and in the circumstances they have never to be broken
reasons.

If your business is a shop that sells items that cost $ 1 each, you can not
$ 1.05 for the charge. If your restaurant prides itself on cleanliness, the
rest rooms must be really clean each If people walk in
the promise is that each customer will be served within 30 seconds in,
You will be better every employee has a stopwatch on the wrist and make sure that
accurate operation.

Promises to make your business is the core of the business center. If
You have promised to provide long hot dog in the city, and you give
they are not reasonable people will complain that you do not have the best
crêpes suzettes also-unless you have that too.

This is very important that the promises that you make the flow of brands
identity. Understand what you are to the public and what is expected of you,
You can make a bold but realistic and promising. Try to provide solutions to every
every problem, and you win gives what is, at least
effective.

Consider, for example, the Disney brand. Here is the company name and
logo is recognized in every country on the planet, the message is received
and to understand from where Beverly Hills to Beirut. He had estimated
that Mickey Mouse is the most recognized figures anywhere in the world, more
president of the United States, more than Tom Cruise, in fact more
from Santa Claus (which is famous in only about one-third of the world
country).

On the surface, Disney may appear to offer all things to all people. Besides
its film and television programs under the name Walt Disney, but also
produced entertainment under the Touchstone and Hollywood Pictures
banner. Disney has a network television show on the network has (ABC), and
also provides a program on cable TV through ABC and Disney Channel
Family. The Company has a theme park in California, Florida, Japan, and
French. He also has ESPN, the company publishing, video distribution company,
real estate, and retail stores. Disney logo began appearing on merchandise
gift from Mickey Mouse ears to fashions created by designers respected,
, electronic calendars, furniture, musical instruments, sound recordings, and
timepieces. Disney produces Broadway shows. Even have a city in Florida.

But no matter how many things that make a clean, Disney always promised its
customers the same things: high quality, fanatical customer service, and
dedication to the family. May result in some R-rated movies under its
Touchstone, Miramax, Hollywood Pictures, or umbrella, but never with
Disney name. Akan give scary thrill rides in the theme park, but you will
more confident with the roads in the park that will clean up and "cast members" who
work there will find a way to solve almost any problem that may have guests
during the stay. Guests at Walt Disney World is never said, "We can not do that";
they were given at least an alternative solution. Maybe the ABC network
will be broadcast NYPD Blue, which offers a controversial and some language
nudity, but the Disney Channel will never consider it. If Disney
produce the Broadway show, you can rest assured that the children will be
recognizes and content will not offend their parents.

Disney is a large conglomerate with making this day
promise to its customers and keep them consistently since the company
kind of. Regardless of who bears the Disney name has a special trust, agreement
with consumers, and the Disney live up to that agreement every time.

It's easy to ridicule seems fanatical insistence that Disney has been referred to the
to its employees as cast members, in considering the consequences of each
words spoken on each air network programs, the male is not possible
employees to grow beards, or in the sanitized image that seems unrealistic in
of modern society. But will be foolish to attack on the surface of the Disney
brand and the success is unprecedented to have enjoyed a number of
decades. The Company continues to grow, but not for the time
its agreement, the promise it makes to its audience for granted.

Go to Disney's Web site at www.disney.com and you will see the company
dedication to its core philosophy in the workplace, with each click. Want to discuss
holiday at Walt Disney World in Florida? You can book your holiday, including
airfare, rental cars, hotels, parks, and tickets online through Disney. If you
require personal assistance, phone number, which is always available. News
Disney's upcoming film studio can be found, including those derived
attraction trailers. Games are available for children and adults. Want to buy
Disney some goods? The Disney Store has a catalog online. There
is always the option to talk to representatives with questions or Disney
concerns you may have. Disney's Web site and is careful not to provide links
to ABC, Touchstone, Miramax, or, as companies that handle the material
that, although associated with the parent company, does not comply with
Brand disney. They are separate brands and treated separately. They have
Web site itself.

While philosophy is not directly to consumers in words, then
not at all difficult to see or understand. Disney will give you
high quality, attentive customer service and dedication to family. It's there
Web site, in a theme park, and in the entertainment provided by
company under the name itself. Under no circumstances does the Disney
The company never renege on their promises, and adhere to them in every
aspects of the business.

On the occasion that even if there are suggestions from the rest
agreement, Disney work quickly to improve the situation. When some of the video
a copy of the animated film The Little Mermaid has rumored off --
color visual joke in the three frames (1 / 8 of a second), the company made sure that
dispelled the rumors, and three frame innocent, even though they really
does not contain the word rumors what they do, which is then deducted from the coffee.
Disney agreement will take very seriously.

Branding IS IMPORTANT

Branding the impact of all - the smell from the bathroom, signs on
window, the product is sold in the shops, the things people. Either
the most powerful impact of all those perceptions are what they read,
see, or hear about in the media, because that carries the imprimatur of the
media outlets.

To illustrate: If the garage band to produce their own CD and send out fliers
notes for each store in the country say is a breakthrough album
collection, it will not make a small impact from the same CD if there is a win
someone at MTV use the exact same words, because the brand is now
garage band has improved with the MTV brand.

Old said, "There is no such thing as bad publicity" absolute
true, but. Having a brand name that is mentioned in the media
strong influencer, and can cut both ways. Should media outlets said,
something negative about the brand, although the information will prove
not totally accurate, negative reaction on the brand identity can be
very effective. This can take a lot of damage control, in the form of advertising,
retractions from the media outlets, and a strong statement from the brand itself, for
cancel one misplaced comment from a credible media outlets. Sometimes
damage can not be controlled or canceled.

When the public relations done correctly, one of the items from the information disseminated
gatekeepers to the media, which then decided to report the information directly
or indirectly. Reportage is done, this research is spending, the interview is
implemented. Finally, information that becomes the object media reports, and he
at the time that public relations professionals can not control it
fully. Media outlets, especially the most desirable, most credible person --
operate autonomously, reporting information deemed necessary or
interesting and not including all the others. Time constraints, the limited space, and
economic realities of the play as prominent a role in the decision making process
as the newsworthiness of the information considered.

If a company has launched a brand new, so there will be a temptation to try to
penetrated the market with information on the brand. Often, when my company
are calling on the creation of a new brand or new product, the demand
will be, "Get us as much exposure as possible." The real one
to request at the time, because this is not a strategic position.

As a company must ask the strategic plan is consistent with
their short, medium, and long-term goal. (Defined as the 6-Term
months, mid-term as 18 months, and the long term as 36 months.) It's very
important to set goals before they seek media exposure, because
lack of goals is a lack of planning, and that will destroy all hope Branding
never before have the opportunity to start.

In Lewis Carroll's Alice's Adventures in Wonderland, there is a miraculous
Alice in which time, he tried to find a way through the confusing
Wonderland, Cheshire Cat ask directions. Cat asks, quite logically,
Alice destination where possible, and he replies that he does not care where
he ended up, but need to know which road to take. It is said that Alice does not
care where it happens, then the Cat replies, "So that's what you do
go. "

Companies that want to create a brand but do not know what their purpose
is for 6, 18, or 36 months may not be expected to determine their
brand identity or the correct type of media coverage they need to best utilize
the possibility of their brands.

A good percentage of America believe that Elvis is still alive, there is no
accounting for what people might think. But the fact is that Branding
campaign, fueled by public relations efforts, will fail miserably if it does not have
particular, whether the destination is set to various points in the future before
started.

How about the elite Branding experts determine their goals in front of the time and
pass the information to the public relations professional? It helps to first
Your field. Companies that come to market before other people --
Wal-Mart, Johnson & Johnson, Kleenex, Coca-Cola, Disney, McDonald's-have
advantage before they produced their first media placement. Nobody was
in front of them, and they know exactly what they are to be done.

Please note that most of the people who stand on its own with the very beginning of the brand
very small (in most cases, almost no) advertising budget to work with. They
managed to make an impression in the minds of consumers without
millions of magazines and newspapers or on radio or television (in the case
when radio and television in the brand from scratch).

They do it almost exclusively with public relations. These companies have
plans, a course of action, long before they have a brand or brands
identity. They projected the possibility of selling products and services and
must be realistic goals for the coming six months, the coming year, the arrival
three years. In many cases, those who have far exceeded the target, due in large part to
a brilliant public relations campaign that has been launched and run
to establish and support the brand. Without a plan, the goal, and
projections, there are not that way, and maps, as the Cheshire Cat
said, there would be no point in selecting more than one way, because
no matter where you end up anyway.

This is very important, then, to set realistic goals. For that,
Branding smart practitioners need to have a clear-eyed view themselves
products and companies. Only with a reality that can be created brand identity, one
the glamor of the target consumers and distinguish
brand new from the competition any at this time or will have in
future. Please note that the people who ended the first to handle
competition. Kleenex may be the famous brand of the network is available at this time,
but still far from the only one in the market.

Michael Levine is the founder of a prominent public relations company Levine Communications Office, based in Los Angeles. He is the author of GUERRILLA PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

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