Proctor & Gamble's (@ProctorGamble) Marc Pritchard talked today in Miami at the Global PR Summit (#PRSummit) about the power of earned attention.
What struck me was this: not the huge success P&G had with their Olympic "Mom" campaign, not the power of narrative, not the fact that more than half their impressions came from earned media but that NONE of this is new.
What is new is the channels (social) and the clarity of the 'take-home' for conference attendees.
That take-out is this:
1. Brand and event assets used to deliver 'earned' attention rather than 'paid' attention are MORE effective
2. The whole narrative was led by a PR firm not an ad agency
3. The narrative determined thecampaign strategy and elements - through the line, not just below the line
My own experience running AMP's Olympic and Torch Relay communication campaigns (circa 1998-2000) mirrors exactly the P&G message albeit on a much smaller scale:
- Tell an authentic story and one that resonates with consumers
- The more integrated, the more effective the campaign
- Writing that story allows communication strategists and those charged with action to take the narrative into strategy, planning and execution
Marc's final exhortation to those on the "agency side" (consulting we prefer to call it!) was this: "Push us (clients) to make us think about the audience we need to reach – and push us about how to reach them with authenticity and brilliant story telling".
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