New Ideas in Marketing
Essential news for marketers, summarised by YouGov

PR professionals should ensure that the right strategy backs tactics.

This piece says brands can improve PR campaigns with research and targeting the right audiences with clear messages. Research can also help measure a campaign’s success by setting up the baseline at the onset.

Having clear objectives at the beginning of the campaign can further help brands accurately track progress against key performance indicators. Brands should also time their PR pitches at the right moment; for example, brands should avoid announcing product launch if they are new as it might not make a plausible impact.

Brands can also set up the agenda for an interview by making sure that important messages are delivered first. The author contends that taking care of recurring complaints in the early stages of a PR campaign can help marketers avoid damaging a brands reputation.

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[5 minute read]

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