There has to be a right way to launch a “breaking campaign”, right?
Well, today, the guys I work with at a medium-sized agency called Oddfellows (big hand to George Organ, Anton Heckendorf, Simon Kawaguchi) will see the first executions of their brave campaign – on the back of a brave client brief – hit the streets.
This brand is everything that Gillette et al are not: The new KOS razor is efficient, effective, good value, stylish etc. (By the way, you should give it a try… see Coles or Priceline.)
So, as tradition dictates, as an agency we broke the news to the trade press. An exclusive to B&T ensured that we’d be considered for the print issue. Oh the kudos of the print issue.
Perhaps it was because our story didn’t include a new TVC (UK spot link here), that we were relegated to (an albeit nice article in) the electronic newsletter (which to be fair, I reckon, more people read than the magazine).
Meanwhile, Adnews is very unlikely to have done us any better as, at our agency, we know comparatively few at Adnews. (They don’t seem as nearly as friendly nor as interested as B&T.) Besides, the person we did contact yesterday at Adnews dismissed us as she thought it was a hoax campaign for April Fools Day. Hmmm.
If given the chance, mumbrella would perhaps have given us a fair review. (What does “fair” in context of a blog really mean?) But mumbrella doesn’t have a tangible magazine, now does it?? And those industry rent-a-mob comments might upset my sensitive soul.
But, as I said, there has to be a right way to launch a “breaking campaign”. Well, I’ve been around the traps for a while, and here are four points I’ve picked up:
- Draft a short, coherent press release, including the names of the people involved. Then draft a quote for the ECD and the client to then approve / rewrite.
- Ring up the publication of your choice, chat to an individual and sound out the news-worthiness for the client, for the agency, for the readers of said-publication and therefore for the publication itself. If you don’t know which publication, make an educated guess.
- If the journo at the publication of your choice offers to write you up as a “breaking campaign” piece, be delighted. If they offer more, nice. Then start to think if they (and other publications) will be interested in the “next installment of clearly related news” again soon.
- Wait till you see the news in print/ on screen etc then see if you can pdf the article and send it to colleagues internally, the client and prospective clients too.
I wonder what I’ve missed.
UPDATE: there’s a good list of agency PR tips from mumbrella’s article in Feb 2009.