As the name suggests, the content has to be good enough that journalists (and individuals in our opt-in culture) will air, post, watch and share the content across all media platforms. That’s the PR part. At the same time, you need to be achieving goals of the organization with your initiative and communication efforts. That’s the marketing part.
HP Hood recently decided to utilize the PRketing® strategy as they launched a campaign to create awareness that those who are lactose intolerant could still enjoy dairy. “By going through the PRketing® process we decided to create a viral video campaign with NFL player Deion Branch milking a cow integrated with outreach to television morning shows, mommy bloggers and other key publics,” said Sarah Barow, Public Relations Manager at HP Hood. “We exceeded our goals in creating awareness and understanding.”
The power of PR has long been the ability to attain third-party endorsement from credible sources by creating content that appeals to their viewers and audience. The fragmentation of traditional media and expansion of consumer’s content consumption habits to include social media, blogs, online video, word of mouth and traditional media outlets and their companion web sites creates a challenge for marketers and an enormous opportunity for the PR function. PRketing® makes the PR function the driver of the integrated marketing/communications team and increases the power of PR to the C-Suite.
About D S Simon Productions, Inc.
D S Simon is a full-service PRketing® firm that develops and executes communications campaigns for its clients. Founded in 1986, the firm’s trademarked approach, PRketing ® gets broadcast, online and social media talking about clients and helps organizations achieve their communication goals. Key senior-level members of the D S Simon team regularly appear on major news outlets such as FOX News, Headline News and others, discussing business and political communication, sports and marketing. Celebrating its 26th year, the company’s headquarters and advanced HD studio are in New York with offices in Los Angeles, Chicago, Houston and Washington DC. Its award-winning video blog, www.vlogviews.com, has over 150,000 hits per month. For more information visit the D S Simon website at www.dssimon.com.