Chris Love, a leading Public Relations Practitioner in NI and founder of LOVE PR, offers some insight into his views on what makes a good public relations campaign and some advice for new practitioners entering into the world of PR.
Chris Love is a Fellow of the CIPR and a Chartered Public Relations practitioner. A former Chair of CIPR Northern Ireland, CIPR UK Council member and Professional Practices Committee member, Chris runs his own consultancy Love PR. He is a current member of the CIPR Fellows’ Forum and winner of CIPR NI PRide Awards Outstanding Independent Practitioner three times.
What do you think are the fundamentals to a successful PR campaign?
“There’s no one guide that fits all approach, however by applying SMART objectives and using the PESO model, both will definitely help with the structure. I can’t emphasise enough the importance of setting objectives and then working towards expected outcomes. Always ensure the campaign is being measured throughout to ensure the campaign delivers what it set out to do”.
What is a favourite PR campaign of yours?
“A favourite PR campaign of mine is #missingtype for National Blood Week. NHS convinced big brands including Nando’s, Odeon, Waterstone’s and Daily Mirror to remove the A, B & O’s from their name to highlight the lack of people signing up to donate blood. Even the street sign on Downing Street took part. An extra 30,000 blood donators signed up in the first year of the campaign in 2015 and in 2016 the campaign was rolled out across 21 countries. The campaign was started as there were 40% fewer new blood donors in 2014 compared to 2004. The campaign was designed to strengthen the donor base for the future and it has definitely paid off”.
What information would you give to young PR professionals today to advance in the workplace?
“PR is a management discipline and it’s important for our industry that practitioners are strategic in their thinking about the value PR can bring to a business”.
So, there you have it folks. Simple and to the point, these words of wisdom have obviously worked for Chris, and hopefully you can take something from it for yourself in the world of PR!
Lauren Toal is a final year BSc in Communication, Advertising and Marketing student at Ulster University, Jordanstown. You can follow her on Twitter @laurentoal5 or reach out on LinkedIn at https://uk.linkedin.com/in/laurentoal.