The Power of Integrated Campaigns
With the growth of media channels and social platforms, there are more opportunities than ever to deliver PR campaigns that reach your audiences in different ways.
Where a campaign may once have been delivered by an agency with a singular discipline in mind (such as Broadcast, PR, Digital or Advertising), the power of integrated campaigns to connect with people across touchpoints cannot be underestimated. No matter what PR or marketing discipline the campaign concept originates from, the ability to produce ideas and assets that work across touchpoints has never been more important.
At the heart of achieving this is a deep understanding of your audience and the channels you are going to use to reach them. In our world, that means bringing teams together across broadcast, talent, research and content to explore how one idea can deliver maximum reach and impact across earned and owned media channels. Putting this analysis and expertise upfront will guide your campaign strategically and help you realise the full potential of every opportunity.
Missed opportunities
The different elements of a PR campaign can sometimes be treated as separate recipes, all being pulled together in different kitchens, and only come together when they are served up as a whole on delivery. But while this approach can render a serviceable result, it may fail to take advantage of the opportunities available at the inception of a campaign to create something truly exceptional.
It may also be the case that a campaign is limited by being confined to a very particular objective. While there is nothing wrong with this, it is always helpful to see all the opportunities available to make the biggest impact.
Building strong foundations for success
Drawing on expertise across different areas at the planning stage of a campaign ensures that every pillar serves to strengthen the others. For example, in our work with British Lion Eggs, cross-team collaboration led to impactful results by:
- Informing the research: The initial research questions that formed the basis of the Lion Eggs ‘Mealtime Mishaps’ campaign were grounded in the knowledge of our broadcast media relations team. By understanding what broadcasters are looking for, they increased the potential for Mealtime Mishaps to achieve widespread coverage. What’s more, our content production studio could also lend their view to ensure they had a strong hook for evergreen video assets for use on social media.
- Acing the talent: Having the right voice in a campaign is vital, and in the case of British Lion Eggs, Apprentice star Tom Skinner had the exuberant personality, authentic experience, on-screen charm and social media following which meant Lion Eggs’ message could be spread far and wide. His family-man persona slotted in with the campaign’s core concept and research findings, while also making sure he would be a welcome guest across many forms of broadcast media and the ideal face of social media content.
- Optimising the delivery: Broadcast Revolution was able to maximise time spent with Tom Skinner by logistically planning broadcast media interviews and content production all in one day. Not only did this amplify impact across several media outlets in the most efficient way possible, but having broadcast experts on hard during filming meant that all the key messages of the campaign were fed through into both Tom’s and British Lions Egg’s social media channels.
Strategic planning
The successful execution of the campaign with British Lion Eggs rested on careful strategic planning. With talent charging more for their time, contract planning is more important than ever, and having talent that will not only gain coverage on your strategically chosen outlets but who can front evergreen content for your brand and their own audience will broaden the scope of your investment.
By formulating your research and news hooks to not only land top-tier broadcast coverage across various key outlets, but with content production in mind, you will increase the reach of your campaign still further beyond the initial news hook.
Consider how the themes and findings of your news angles can be segmented to provide a rich array of content. For example, Mealtime Mishaps didn’t only provide news-worthy research findings, it formed the basis of an instructional cooking video Tom Skinner could present with his family – slotting into his own personal brand while providing “stop-the-scroll” social media content that engaged both his and British Lion Eggs’ audience.
_ _ _
PR professionals are increasingly expected to create successful multichannel strategies across both owned and earned media, and often find themselves managing multiple suppliers and stakeholders in order to do so.
At Broadcast Revolution, our Quintet of services (across research, media training, broadcast media relations, talent sourcing and content production) and experience in holistic campaign planning will help you deliver impactful integrated campaigns – all under one roof. Get ready for 2025 by contacting us at info@broadcastrevolution.co.uk today and discover our Readiness surgeries.
