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November 28, 2008
Staying on Message Wins Again
All of us have just experienced one of the most compelling, exhilarating and exhausting election cycles (PR campaigns) in history. While the pundits re-hash and analyze every detail of the results, those in the PR and marketing community should take note that the campaign that stayed true to its core message – from start to finish – was victorious. In an age when companies can and do change messaging on a whim, usually in reaction to competitive, market or global developments (how many of you are developing your “our solution helps customers during the economic downturn” story?), it’s important to resist the temptation to endlessly tinker with core positioning and messaging. For president-elect Barack Obama and his campaign, the core, simple message of “Change” provided the foundation to articulate both the candidate’s vision and his positioning off of his opponent. It also provided the consistency and focus that kept an entire organization, from candidate and senior advisors all the way down to thousands of citizen volunteers, marching to a singular, constant drumbeat that the McCain team could never drown out.
During a recent edition of 60 Minutes Obama campaign director David Plouffe said it best: “The great thing about our campaign was we didn’t have a lotta discussion about what our message was or what he wanted to do,” Plouffe said. “From the beginning, he knew exactly what he wanted to say. And it’s one of the reasons we were successful. A lotta campaigns will spend hours every day wondering about how to change their message. And he was pretty clear about what he wanted to say, where he wanted to take the country, and either people would accept it or they wouldn’t.”
What’s your core message? Have you seen great success stories like Obama and Clinton (It’s the Economy Stupid!)? Or, have you bared witness to the opposite?
Tags: catapult pr
obama
pr
pr campaigns
June 6, 2008
PR Launches are more than just news. . .
When planning a company or product launch, don’t confine your strategy and editorial efforts only to news coverage. Other publicity opportunities you should pursue to ensure maximum publicity, but also, a well-orchestrated launch include:
• Analysts briefings
• First Looks and/or product reviews
• By-lined articles, feature stories, case studies
