How a vegan sausage roll became the first PR triumph of 2019

Back in December, an email was ‘accidentally’ leaked that contained details of the upcoming launch of a vegan sausage roll by Greggs. And with Greggs not confirming nor denying rumours, social media became flooded with anticipation of this new product that was set to change the way people viewed veganism.

vegan sausage roll

We all know the stereotypes that surround vegan food. Soya, jackfruit, tofu, cashew nut cheese (yes, the kinds of terms you’ll find in Lucy Watson’s instagram stories) – it’s a lifestyle that most of us (especially students) usually wouldn’t be able to afford. Veganism is widely thought of of being an expensive way to live, so this new vegan alternative to the much loved £1 sausage roll from Greggs was set to throw a massive spanner in the works. And it has.

On 2nd January, Greggs posted the launch video for this ground-breaking new product on their YouTube channel, and it was an instant hit. It mimicked an Apple advertisement, with the new alternative sausage roll taking centre stage just as the latest iPhone would in one of Apple’s annual announcements. And in keeping with their launch video, Greggs sent out samples of their latest product to journalists and influencers, encased in a white box distinctly similar to an iPhone box, complete with silver-embossed text that read: “Pastry Layers: 96, Flake Resolution: Optimal, Taste Level: Maximum, Mega Bites: 10.”

iphone packaging

I know what you’re thinking. All this, for a £1 sausage roll? Well, there was method behind the madness. Knowing that veganism is thought of as an expensive lifestyle, Greggs have tapped into this stereotype by presenting this inexpensive sausage roll as something luxurious and glamorous. John Brown, founder of communications agency Don’t Cry Wolf, for example, stated:

“A lot of companies would be terrified of offending the vegan lobby so it takes a bit of guts to treat the whole thing as a bit of fun – for instance with the iPhone theme. A lot of vegans do own Apple products – that’s a neat touch.”

Most of us would have thought of Greggs and veganism as being polar opposites – Greggs is the ‘cheap and cheerful’ guilty pleasure we go to when we’re skint and want a quick bite to eat; veganism is a lifestyle choice that is widely stereotyped as being pretentious and stuck-up. So by combining the two, Greggs have completely changed the game – and it’s a genius move that none of us saw coming.

The packaging and marketing of a product that sells at £1 created a lot of hype and interest surrounding it’s launch, and Greggs’ clever use of humour has meant that the sausage roll itself has gained a massive following on social media. One day after it’s launch, the hashtag #greggsvegansausageroll was the top trending hashtag in the UK. And you only have to click on it to get involved in ongoing conversation surrounding the new alternative product, and even join in the wide-spread debate – Can it really be called a sausage roll if it doesn’t contain any sausage?

Greggs themselves have caught on to the social media thing, and used it to their advantage. The product gained yet more publicity when Piers Morgan (yes, I know, of course he had to get involved) criticised the product and questioned the need for it. Greggs however tweeted him back, arguably making a complete fool out of him; and other fast food chains such as McDonalds even joined the band-wagon when he also criticised their new meat-free products.

The geniuses behind Greggs’ latest PR stunts obviously have a sense of humour, and in this case, it’s served them well. We’ve seen a few examples of this from them recently. For example, there was the time they went undercover at a food market as an up-market, niche brand called ‘Gregory and Gregory’ and asked a few posh people to unknowingly try their food; as well as the time they lay a sausage roll in a manger surrounded by the three wise men, suggesting that said sausage roll could take Jesus’ place. That campaign, however, backfired, as many Christians took to social media to complain that it was offensive to their religious beliefs. In terms of sales, however, this controversy didn’t actually do any damage to Greggs’ brand; in fact, according to website PR Week, in the weeks after the controversy stores across the UK were selling out of sausage rolls. The fact that Greggs came out of the ‘sausage roll Jesus’ controversy unscathed, then, may explain their ballsiness in attempting to mock the vegan community – a community that in recent times have been the butt of a lot of jokes. They took the risk, though, and it’s paid off.

All of the work that’s been put into this £1 sausage roll – that’s not even really a sausage roll – has meant that Greggs have been sold out of the product in stores across the UK as early as midday. People have even began bidding online for them on eBay, and paying as much as £7 for one that comes in the iPhone box packaging. So there you have it: sausage rolls, vegan alternatives to sausage rolls, and putting Piers Morgan in his place – this is how you capture the hearts of the UK public. And with a bit of clever marketing and PR added into the mix, you’re almost guaranteed success. 

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Anna Stewart is an MSc Communication and Public Relations with Advertising student at Ulster University. She can be found on Twitter: @astewart95 and LinkedIn: https://www.linkedin.com/in/anna-stewart-b3127a139/

 

 

Spinning a yarn

The world of politics is something we shouldn’t shy away from, especially from a communication angle, it’s important we all have a vague understanding of it.  It really does affect our everyday lives, from policy to taxation, so it’s important to incorporate keeping up with current affairs into our daily routines – it’s all too easy to fall down YouTube rabbit holes for hours. The U.K have a particular communicative style, from the bustling and shouting in The House of Commons, to the tabloid media and everything in between, communication in politics is rife with interesting techniques and strategies. But first, let’s strip it back to the core.

Image result for uk politics

Public opinion, Political communication and the media go somewhat hand-in-hand.  “Somewhat” because essentially, public opinion is formed in the public domain, outside of any authority. It concerns matters that are discussed and debated about. Simply put, this is our sense of “nation” (Goodin, Pettit, 1997). So, those 2am discussions at your friend’s table can be important- Talking about our thoughts on political matters with those around us, in a democratic society, gives us the ability to act together when it comes to voting. The media, in turn, is how we receive most political communication.

Media relations

It’s been widely discussed that Media relations can be used to craft specific, “tailored” communication for the public, in what’s called “spin” (McNair, 2007). Often, “tailoring” is achieved through marketing strategies, like opinion polling, focus groups or surveys to better understand the electorate. Gaber (2000) divides spins into “above” and “below” the line spin – above concerning the usual press releases, interviews and articles, and “below” usually being associated with spin doctors.

While there are many tactics and techniques used in Political communication, there’s just too much we could go into. Here’s a brief, condensed outline of some of the main devices used in the dark arts of below the line spin.

  1. Staying on the message

This is when a consistent line is kept across political figures so that information isn’t miscommunicated to the public. A great example of this, Labour’s 2003 “FivImage result for five a day campaigne-a-day” campaign, wherein all political members stayed on the message about the benefits of eating your fruit and veg. This allowed political figures to speak as one on the matter, leading to effective communication to the public (One of your Five a Day is still plastered on foods 15 years later).

  1. Spin.

“Spinning a yarn” is a term most of us have heard at one point or another. We’d associate this with telling a story, which gives us some meaning for this tactic. Spin provides context to a story, or a certain interpretation. We can think back to the Brexit Campaigns, with leavers claiming economic gains for the UK severing relationships with the E.U. Spin offers a perspective to the public, usually, to shed a “favourable” light on matters and make one thing sound more appealing than the other or protect reputation and to “sway” public opinion (Wilcox et al, 2015) .

Image result for Brexit headline nhs(Source: http://www.themediablog.co.uk/the-media-blog/2016/02/ukip-candidate-dislikes-the-eu-shocker.html)

  1. Agenda Setting

Ever tried to steer the conversation a certain way? Maybe you’ve a point you want to get to, news to share or hide. I think we’ve all been guilty of trying to avoid talking about certain topics at one point or another. What we didn’t realise, that on a much smaller scale, we were implementing “agenda setting”. This is the act of controlling what is discussed, the scope of discussion and how it is discussed. This can take forum in giving journalists exclusives, deciding the time frame of when news is exposed.

  1. Fire Breaking

You could think of this is pointing far away and shouting “Fire!” in hopes that it’ll distract people enough so you can throw your rubbish out the back door. Basically, setting up a diversion, or “planting” stories to take the medias attention away from a scandal (Gaber, 2000). A successful enough case of this was the Cook affair (1999), it was exposed that the then Foreign Secretary was having an affair, so to avoid a sex scandal (there’s been a fair few), Peter Mandleson, former Director of Labour’s Communications, suggested saving Britannia to media outlets- a hot topic at the time. This in turn, set the news agenda, as it stole the headlines, leaving the Cook affair in the dust.

Image result for throwing out rubbish

  1. “A good day to bury bad news”

This one is a bit “next level” House of Cards. Burying bad news refers to releasing somewhat unfavourable information while the media’s attention is redirected on to another issue. Probably the most famous example of this was right after 9/11 when former press officer, Jo Moore, told her team “It’s now a very good day to get out anything we want to bury. Councillors’ expenses?”. Essentially, living in the hope that something happens at the time of a scandal so the media is too concerned with other matters to focus on your dirty laundry.

In conclusion…

You can see how these tactics can be useful to keep in mind, because it allows others (and us) to set the scope, frame and as a whole, improve our media relations skills. Being aware of these techniques, whether you agree with them or not, can help us better understand the wider world around us. They could prove useful across many kinds of campaigns, not just political ones. Keeping a consistent line between staff, for example, can help in communicating a message a lot more clearly, than if everyone was running around telling us something different.

The thought of actually going and watching Prime Ministers Question Time 4 years ago would have sent shivers down my back, but once you start to familiarise yourself with it, a massive interesting world opens up, and in turn, it helps us better our communication skills, and be aware of how we communicate and the best ways to carry it out.  Make grabbing the newspaper in the morning, tuning in to PMQ on Wednesdays or even just following a few political figures on Twitter part of your routine, with these tactics in mind we’ll learn a lot about press management, as a P.R practitioner this is a very valuable skill.

References:

Gaber, I. (2000) ‘Government by spin: an analysis of the process’, Media, Culture & Society 22, p508-p532

Goodin and P. Pettit (1997), Contemporary Political Philosophy. Oxford: Blackwell, p73-p124

McNair, B (2007) PR must die: spin, anti‐spin and political public relations in the UK, 1997– 2004 Published online: 17 Feb 2007, p03-p47

Negrine, R. Stanyer, J. (2007) The Political Communication Reader. London: Routledg, p254

John Wiley & Sons. Wilcox, DL, Reber, B.H. and Cameron, GT. (2015) Public Relations: Strategies and Tactics. 11th ed. Harlow: Pearson Education. p248-p295

https://www.telegraph.co.uk/news/uknews/1358985/Sept-11-a-good-day-to-bury-bad-news.html

https://www.theguardian.com/politics/1997/aug/09/labour.mandelson

Griana Fox is a final year CMPR student at Ulster University. She can be contacted at https://uk.linkedin.com/in/griana-fox-a7561a11b, and on Facebook @ Griana Fox.

My Top 5 Favourite PR Campaigns of 2018

As we enter 2019 bright eyed and hopeful, it is almost impossible to not reflect and reminisce on the year that has just passed us. For me, 2018 marked the end of my placement year working as a Regional Communications Content Intern at the Walt Disney Company, Ltd. in London, but also saw my love for all things PR heighten. Living in London and working in Communications exposed my mind to some absolutely amazing and absurd PR campaigns/stunts. The creativity and detail is second to none, and taught me a lot about the logistics behind creating/brainstorming PR campaigns to seeing them gain viral success. From small scale PR stunts or wide scale events, the process behind creating an idea or event and the entrepreneurial nature of PR is something that I strive to be involved in.

On that note (and in no particular order), I think it is only fair to showcase some of my absolute PR favourites from 2018:

FRIENDS DELIVEROO

  1. The One with Deliveroo recreating Rachel Green’s infamous ‘Meat and Sweet’ trifle from FRIENDS

Like the majority of the population, I truly am a FRIENDS fanatic (especially now that it graces our screens via Netflix!) so this campaign immediately caught my eye. Back in May, Deliveroo cleverly saw a perfect opportunity to optimise on the 14 year anniversary since the last episode of FRIENDS aired on television. Created by Talker Tailor PR and paying homage to this iconic moment from the show, the £6 trifle is a duplicate of the iconic desert (a concoction of lady fingers, custard and beef) , which saw character Rachel mix-up two recipes stuck together in a cookbook.  FRIENDS fans were able to order the trifle via the Deliveroo app for one day only, or get a taste of the action at the Regina Phlange pop-up shop.

In the words of Joey Tribbiani, “what’s not to like? custard, good. jam, good. beef, GOOD!”

GREGGS

  1. Gregg’s Goes Gourmet for Valentine’s Day

Although Gregg’s is an up and coming dining experience in Ireland, it is a fan favourite franchise in the UK. My colleagues were shocked and appalled that I had never tried the delicacy of a Gregg’s sausage roll or meat pie, so I took it upon myself to try this local cuisine whilst in London. After hearing so much about Gregg’s, it was impossible for me not to spot their Valentine’s campaign day (especially considering the campaign attracted a whopping 350 pieces of coverage).

For some people, love equals a fancy three course meals, to other it equals a meat pastry. Created by Taylor Herring PR, selected shops ranging from London to Newcastle were transformed into restaurants designed for romance. Complete with mood lighting, a cellist, roses, candelabras and white linen tablecloths – this was a Valentine’s Day date you could dream of, and all for just £15 for one day only. This limited edition menu included 4 courses, each with a Valentine’s Day twist.

This cheap but tasteful alternative went down a treat for millennials, struggling to treat their better halves to a romantic Valentine’s Day experience. The novelty of this PR stunt combined with the Instagrammable/ Snapchatable aspect was the perfect combination for a PR success story.

M&S1

  1. Marks and Spencer: The Royal Re-Brand

 Living in London (did I mention I lived in London this year?) it was impossible to avoid the wedding of the century, an utterly British celebration of the Royal Wedding between Harry and Meghan. As a quintessentially British brand, Marks and Spencer (with their own in-house PR team) became a royal wedding machine and utilised this special occasion to their full potential. Firstly, they changed a select number of stores names to: Markle and Sparkle. Although some describe the stunt as cringe-worthy, it allowed customers up and down the country to unify in the celebrations as the M&S’s website, social media accounts and store windows in the eight Royal boroughs re-branded to Markle & Sparkle to commemorate the brilliantly British occasion.

M&S2

As Harry was deemed the ultimate romantic by proposing to Meghan during a chicken supper (and who said love is dead?), M&S honoured him by changing the name of their roast chicken sandwich to ‘The Proposal’. Following the confusion over whether public guests attending the wedding will be offered food on the day, the supermarket has pledged to give away free meals to those fortunate enough to be invited. M&S proved that the simplistic details can go a long way in PR and resonate well with customers.

 

4. KFC (FCK) We’re Sorry Campaign

Although it may be deemed a PR disaster, this campaign was a personal favourite of mine and a prime example of the best way to handle crisis communications chaos. Chicken lovers across the UK and Ireland were distraught to learn that KFC experienced a chicken shortage, which was kicked off after KFC switched its delivery supplier to DHL. DHL blamed “operational issues” for a disruption in deliveries, causing the fast-food chain to close most of its UK outlets. How could KFC, a brand that incorporates the word chicken into its own name, recover from a chicken shortage?

Despite some negative traction from customers on social media, some decided to tackle the shortage with humour:

KFC1

Keeping with the humorous theme, KFC and Mother London PR created the following communications to combat their negative feedback:

KFC2

The print ad rearranges the letters of its name to spell out “FCK” on a chicken bucket, utilising chicken related connotations with their website sub-heading reading, “The chicken crossed the road, just not to our restaurants.” KFC’s honesty and humour throughout this crisis allowed them to retain their loyal customer base. They remained consistent with their own brand reputation, as a brand that doesn’t take itself too seriously. They took a risk, and as a result have set the standard for future brands experiencing a crisis.

BANKSY

5. Banksy: “Going, going, gone…”

Described by the Drum as “the PR stunt of the year”, Banksy’s famous artwork “Girl with a Balloon” was the final item of the evening sale at Sotheby’s and was sold for £1,042,000 in October. It is well known that Banksy is not keen on his work being sold at auction. To combat this, he fitted a secret shredder within the paintings gold frame, on the off chance this piece would someday go on sale.

The stunt immediately went viral, leavings fans distraught at this iconic image being destroyed and wondering how this freak accident occurred. However, Banksy himself confirmed via his Instagram that the destruction was intentional. The artist posted a picture captioned: Going, going, gone…” as well as a detailed video explaining how he built the shredder in 2006.

Despite the picture failing to fully shred, it is believed the piece has now doubled in price, as well as being remained “Love is in the bin”. Banksy’s dedication to his secretive identity and privacy is admirable and keeps fans on their toes, in anticipation that one day he will reveal his identity.

I’m certainly excited to see what 2019 brings to the world of PR, both locally and abroad, and hopefully get involved in the action myself.

 

Abigail Foran is a final year BSc Communications, Advertising and Marketing student at Ulster University. She can be found on Twitter: @abigailforan ; LinkedIn: https://www.linkedin.com/in/abigail-foran-755800118/

Ge ne uis or l’eau de chris?

Weirdest title ever? I know! Bear with me though there is a method to the….madness?

As this is my first blog post I should probably start by saying a few things about myself, I am a final year Communication Management and Public Relations student, I am on my 5th year of university after doing a year in Leeds studying Event Management. Unfortunately, that didn’t quite work out for me, so here I am 5 years on from leaving school, in Jordanstown approaching my last 9 months of university, oh also I am obsessed with my dog and love, love, love, Love Island!

Now I don’t exactly love, love, love Love Island, I could definitely still live without it but it leads me onto what this blog post is actually about.

It’s the 9th October 2017 and Chris Hughes, a contestant from summer ’17 series of Love Island has just released he will be partnering up with Topman, one of the UKs biggest high street retailers for men (and women, great for an oversized hoodie ladies!) to sell bottled water named L‘Eau de Chris, infused with his own tears. Instagram, Twitter, Facebook any social media platform you can think of went into melt down.

Now, if you haven’t heard or have no interest in the Love Island frenzy, Chris was known on the show for shedding a tear here and there, and rightly so, everyone has there moments, right? Everybody hopped on the band wagon “oh this is just another way for them to make money” “absolutely ridiculous, selling your own tears, you should be ashamed of yourself” to state but a few of the harsh tweets- I have inserted a few below to have a chuckle at when this was released, allowing a good 16 hours to pass of mixed reviews of his new business partnership, receiving praise from some and not so much praise from others. Over these 16 hours Chris allowed his followers to drop and rise, twitter to go crazy and Instagram to be bombarded with horrible comments, all whilst knowing the real reason behind his new “business venture”.

  

  

The plot thickens, Topman was not Chris Hughes newest venture, CALM- Campaign Against Living Miserably, a leading UK based charity to help against male suicide was.

This new campaign was in fact in aid of increasing awareness of male suicide, smart, eh?

Chris Hughes is now in fact one of the newest ambassadors for CALM and face of their campaign #dontbottleitup, this all came from his courage and openness whilst being featured on the show, as I said *or typed* before, everybody has their down moments so why keep it in, male or female? Chris Hughes has openly spoke about his problems with anxiety and how talking about problems and speaking openly has really helped him.

Chris stated in his interview with CALM “it’s like halving the problem straight away when you talk with someone about it” and that I completely agree with and commend him for how open he is, obviously I am a girl but by being around my brother, dad and boyfriend I know how hard it can be for men to show emotion or open up. There is that stigma now that men need to be ‘masculine’ and women are the ‘emotional’ ones but I completely dis agree and this is exactly why I think this PR campaign is one of the best social media has seen. Any suicide, male or female is absolutely horrendous and soul destroying, so campaigns like these are what is needed in this generation to get people talking, talking about their problems and opening up.

Okay, to the title, ‘Genius or Ludacris’ get it now?

The name behind the bottled water in the first place means Ludacris i.e. its Ludacris to feel like you should bottle it up, this was all very fitting as it was also World Mental Health Day, the day the initial campaign/prank was released.  After it the cat was out of the bag, opinions completely changed and so did the general public’s view on Chris Hughes, very quickly.

This whole campaign and PR stunt helped to spread the hashtag around not just the UK but around the world and really, I think that is the perfect venture for someone with his following and platform to go towards. Don’t get me wrong I can’t help but have ‘FOMO’ (fear of missing out), when I miss just one episode, I can’t be the only one to admit to that? But usually end up hating them all once they come out and take over my Instagram and twitter with their horrendous teeth whitening discount codes or new merch, but this changed my perception on Chris completely….and hopefully will change yours too!

Sarah Heath is a final year BSc in Communications Management and Public Relations student at Ulster University. She can be found on Twitter: @sarahmeganheath,  Instagram @sarahmeganjane, LinkedIn: https://www.linkedin.com/in/sarah-heath-375053a6/

 

13 Years in the Making – Dove’s #RealBeauty Campaign

13 Years in the Making – Dove’s #RealBeauty Campaign

The beauty of a woman must be seen from in her eyes, because that is the doorway to her heart, the place where love resides. – Audrey Hepburn

How many times have Dove sparked outrage with a campaign? 3? Maybe 5? To be perfectly honest, I think the majority of us have lost count now. Dove is hardly the first marketer to find itself embroiled in a public relations crisis this year,  but experts say that their most recent mishaps have placed them alongside the biggest brand crises of 2017 (with tough competition from Pepsi and United). The real question is, how much longer can Dove keep up the campaign for ‘Real Beauty’ before they lose their entire following?

It has now been 13 years since the exhibition opened, and it can be said that the ‘Campaign for Real Beauty’  is one of modern marketing’s most talked-about success stories. The campaign has expanded from billboards to television ads and online videos. The 2006 video, ‘Evolution’ went viral before “viral” was even a thing, (after all, YouTube had only launched the year before). Also, Dove’s 2013 ‘Real Beauty Sketches’, which shows women describing their appearances to a forensic sketch artist, became the most-watched video ad of all time (can be viewed below).

https://www.youtube.com/watch?v=XpaOjMXyJGk

 

However, many of these campaigns have received public backlash. One of the most recent controversial issue comes from a social media outcry over an advertisement for Dove body wash which showed a black woman removing her top to reveal a white woman. This has understandably escalated into a public relations disaster for the Unilever brand.

CS11

The 3-second video clip, posted on Dove’s U.S. Facebook page in October, reminded some social media users of racist soap adverts from the 19th century or early 20th century that showed black people scrubbing their skin to become white. Resulting in a worldwide #BoycottDove trend. If this was the first time Dove was accused for being racist, the recovery process would be a lot simpler. However a previous Dove ad, which showed three women side by side in front of a before-and-after image of cracked and smooth skin, caused an uproar in 2011 because the woman positioned on the “before” side was black while the “after” woman was white.

CS12

I could go on with more major examples of public relations crisis but I think we can all see a reoccurring theme here…

So why are these campaigns upsetting so many women?

Maybe the idea of change isn’t what Dove should be focusing on. Not everyone agrees with the importance the campaign places on physical beauty. It indicates to women that when it comes to evaluating ourselves and other women, beauty is paramount. Also, just because women are defining beauty, do they actually feel different about themselves? An estimated 80 percent of American women feel dissatisfied with their bodies, and 81 percent of 10-year-old girls are afraid of becoming “fat.” Can a series of ad campaigns really change institutionalised body hatred?

Most likely not. I can see how this message of beauty can be seen as problematic to some individuals, but until we get to a point in culture where the dominant messages about girls and women are not focused on their physical bodies, then we do need to actually reaffirm a broader and more innate, internal definition of what beauty is. For me, we are still nowhere near that point.

When I think of Dove products, I think of plain, white and simple soap. In my opinion, the fact that Dove have associated their brand with influencing men and women worldwide to think about the narrow definitions of female beauty is admirable.

Despite the controversy, this Real Beauty public relations campaign has been honoured several times as one of the best campaigns in recent history. It has won a handful (or two) of ad awards and has sold an enormous amount of product.  Sales have increased to $4 billion today from $2.5 billion in its opening campaign year. If that wasn’t enough, research from a Harvard psychologist, Nancy Etcoff, examining the campaign then and now found that more women today describe beauty on a wider variety of qualities outside of just looks, such as confidence. Quite an achievement for a controversial public relations campaign if you ask me!

I believe each of the campaigns success is based on the eye of the perceiver, and my eye… loves them. I can honestly say that as I went through watching ‘Sketches’ and ‘Speak is Beautiful’, I was moved to tears. ‘Evolution’ in particular struck a chord for me at the young age of 11, opening my eyes to the narrow definitions of beauty I was growing up with and the way images were manipulated to fit ideals. You can watch Evolution by clicking on the link below.

https://www.youtube.com/watch?v=iYhCn0jf46U

Are Dove using public relations effectively to maximise their success?

One thing for sure; Dove often have a good strategy, but poor execution. They need to be able to anticipate cultural points of view and reactions that their campaigns will generate. In the reality of the competitive world we now operate in, it is evident that consumer mobs can quickly jump on a misguided conception and cause it to escalate far beyond the brand’s control. This is why PR professionals should have a responsibility to see how a campaign can be construed through multiple lenses, from various audience segments through to the media.

Dove is targeting a diverse market, yet the lack of diverse thinking is becoming apparent. Their intent is not the subject that should be questioned, maybe it is their approval process.

Whether you critique or champion the ongoing Real Beauty campaign, it is difficult to argue with the results and the goals of inspiring women and girls to reach their full potential through building a positive self-esteem.

Ultimately, Dove was — and still is — one of the only mainstream advertisers talking about how we define female beauty. Personally, I don’t know what beauty is, but I do know you are more beautiful than you think.

So I will leave you with this… in Dove’s situation, is all publicity good publicity? 

Chloe Stewart is a final year BSc in Communication, Advertising and Marketing student at Ulster University. You can follow her on Twitter @ChloeStewart8 or reach out on LinkedIn at  https://www.linkedin.com/in/chloe-stewart-007150a4/

 

 

Has PR lost all Credibility in 2018?

The term PR can unsurprisingly evoke a feeling of doubt in people’s minds. PR can be seen as way the media twist the truth in an attempt to deliver a certain message. The element of persuasion can sometimes overshadow judgement and cast a damaging light on PR. However this is not the case, PR today has emerged significantly from what people may relate it back to as propaganda. People are quick to criticise PR due to reports that PR shys away from persuasion as a form of propaganda as it can be argued that the purpose of PR is to manipulate opinions. In discovering the elements of professional and reliable information people can soon realise the credit associated through PR. The progress through the years proves that PR has become more credible through their relevant and trustworthy news sources.

 

It seems that anytime I tell someone I am doing a PR degree they recognise it as standing on street corners promoting clubs or creating publicly stunts for good advertising. It is not uncommon that PR can be misinterpreted as a means to sell or exploit. Fortunately this isn’t the case, PR has a lot more than just promotion and publicity stunts. One of the more famous stunts being the white Range Rover outside Harrods in 2016, which tactically used PR and advertising to promote their brand image for the new Revere Range Rover Vogue.

People often question what is PR and why is it needed. The PRCA describe PR as the way in which organisations communicate with the public, promote themselves and build reputation and public image (Prca.org.uk, 2017). PR is in fact the back bone to organisations positively communicating key messages to consumers. Every organisation no matter who small depends on their reputation therefore PR is needed to promote survival and success in the most competitive of industries.
The world of PR is chaotic and crazy but for all the right reasons. The PR industry invites you to experience things you never imagined and learn things you never knew. Credibility is merely a small element of PR that is unfortunately sometimes negatively portrayed. Influencers and brand ambassadors create the perfect platform for organisations to promote their brand messages to their target audience and building upon their reputation. Aristotle used the term Ethos throughout PR which is given to a character such as a celebrity endorser or influential figure which gives the organisation more credibility.

 

The intensity and multitude of information and messages throughout PR in today’s modern world are at an all time high. So of course there are elements of exaggeration within the media but more importantly there is logical information that the public can rely on. The truth is that PR is everywhere you go and it is nearly impossible to escape it. There is a mass of messages and promotions in every aspect of life and it is important that we use these opportunities effectively to communicate the right message.
However the right message may not always be that simple to communicate. PR may not always be controlled and positive PR can always turn in to negative PR, which is something to consider. NYPD proved this through their social media request of asking the public to send in positive pictures with the police, which of course didn’t last too long and were bombarded with negative images and PR.

 

Although, it can be certain that PR is focused on promoting an organisations image and reputation, there is so much more planning and preparation involved. Today’s PR professionals have to processes a variety of skills within a competitive workplace. PR practitioners support their consumers and the public by communicating messages truthfully and effectively, ultimately creating a mass of credible PR.

Caoimhe Conway is a 4th year Communication, Advertising and Marketing student at Ulster University, Jordanstown. She can be found on Twitter: @caoimhe_conway /  Instagram: caoimheconway / LinkedIn: https://www.linkedin.com/in/caoimhe-conway-bb0b03152/

Questions with Chris

Questions with Chris

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. 

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About Chris

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.

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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”.

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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.