Inspiring PR campaigns with style
PR is simply the most effective tool to generate authority and trust
An effective public relations campaign has a clear objective, whether it's raising awareness of an important topic or a new product or service, informing the public about company news, reaching a larger audience, or improving a brand's reputation.
By using strategic, well-defined messages, companies can communicate with their target audience and achieve their goals successfully.
High-impact media development is more than just writing a press release about a brand or hosting a fundraiser to raise awareness. Publicity refers to taking extra steps to attract positive publicity, increase sales and create a positive relationship between a company and its public.
PR objectives
To be successful, PR campaigns must have a clear objective, deliver an important message and target a specific audience. Here are some recent campaigns that followed the rules to the letter and thus enjoyed resounding campaigns.
Uber – Thank you for not riding
At the start of the global pandemic lockdown, Uber decided to join companies urging people to stay at home. In their "Thank you for not riding" campaign, Uber thanked customers for not using their services unnecessarily at this critical time with a simple message: "Stay home for all those who can't."
In addition, Uber has pledged to provide 10 million free rides and food deliveries to healthcare workers, the elderly and anyone else in need during these difficult times.
BrewDog - Throwback Crash
According to the World Health Organization, Sao Paulo is the state with the highest number of deaths caused by road accidents, with drunken driving being the second cause of these deaths.
In this context, the beer brand BrewDog decided to create a safety message highlighting the risks of drunk driving during the Brazilian Carnival.
Using the Waze app, during the 15-day festival, the 'Throwback Crash' campaign mapped 50 fatal crashes that had occurred in previous years. When drivers clicked on the incident they were able to see actual media coverage of the death and a message that read "Don't let it happen again. Do not drive after consuming alcohol.
Carlsberg - Adopt a Keg
At the start of the global pandemic, Carlsberg decided to urge beer lovers in Denmark to stay at home in the best way possible - mixing safety with pleasure. As bars and restaurants closed, the Carlsberg campaign gave people a dedicated platform to scan cans of beer they bought in stores. Every 4 cans scanned, the virtual keg filled up – which translated into 2 free beers once the bars and restaurants reopened.
Billie – Video calls
As the whole world has turned upside down and gone online, the constant in our lives - social pressures - has remained. Billie, a beauty brand dedicated to women decided to address a sensitive topic - "shame" for the way we look on webcams during the many online meetings. The brand launched a major PR campaign that celebrated natural beauty and encouraged women to stop apologizing for looking like their all-natural selves at home.
Burger King – Support McDonald’s!
Burger King's communication strategy is famous for always finding a chance to grope its biggest competitor - McDonald's.
Annually in Argentina, McDonald's donates a day's proceeds, and Burger King took a more dramatic approach, which worked great for the brand image.
Burger King encouraged its customers to go to McDonald's that day so that the proceeds that were to be donated were as high as possible.
Without deviating from their established voice and style, companies that invest in the support and well-being of people benefit from increased brand awareness and public trust.
Winning brands adopt bold attitudes and execute public relations campaigns that bridge the gap between crisis and resolution without losing sight of their core values, brand voice or behaviour.
Proving that they are now people-centric, they will be at the top when consumers look for customer-centric brands.
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Lighthouse PR, based in Bucharest, and its management team sit on the EU SME Development board and the CMO Council. It is also a valued member of the prestigious Crisis Communication Network Europe. It is the only member in Romania and SEE, with network offices in 14 countries across the EU.