Welcome to a new week, so let’s kick off another slow Monday with some creativity. Last post I talked about the importance of connecting with your audience during a PR campaign. Now I’m going to discuss some ways to use creativity to help your campaign succeed. Creativity can be a great asset during your campaign, but it’s important to have structure behind your free flowing creative ideas. So I created a list of five key thoughts to keep in mind when using creativity during your next campaign.
1. Engage your Audience
Try to create a campaign that will engage your key audience. Engagement helps you to form a connection between the campaign and the audience. There are four different ways to engage your audience. You can engage the public through actions (activity participating), emotional connections (connecting on a personal level), rational thoughts (provide details and value of the campaign), or ethical ideas (focusing on values or principals). Depending on the campaigns objectives, you can choose one or more of those forms to reach the target audience.
2. Set Specific Goals
Coming up with creative ideas can be fun and overwhelming. Try to remember the purpose of the creativity by setting measurable goals. Once the goals are determine, have the brainstorming section of the campaign. Afterwards, your goals will help to determine which creative ideas can best accomplish the objectives and which ideas are best left behind.
3. Visual Ideas and Words
Everyone connects to ideas and thoughts differently, sometimes words can convey the best message while other times images are needed to best explain the situation. Try using a combination of words and images throughout the campaign. This will help you to ensure that all aspects of your target audience are reached with your message.
4. Blend Media Forms
Do not limit the campaign, or yourself, to one specific media form. Try combining multiple communication forms to spread the campaign in a variety of ways. For instance, if the purpose of the campaign is to raise awareness of the dangers of texting while driving and the campaign will focus on facts, statistics, and personal stories then use multiple platforms. Try using Facebook for the facts and personal stories, newspaper articles on the statics with a personal story, and Instagram to post informational charts and graphs. By forming a concise message through different multiple forms can reach a large variety of your audience.
5. Examples of Creative Campaigns
Here are two examples that used creativity as a way to help spread a PR campaign. One example is the ALS Ice Bucket Challenge. This campaign engaged the audience by encouraging the public to take action and raise awareness about amyotrophic lateral sclerosis (ALS) also known as Lou Gehrig’s disease. This campaign blended together social and broadcast media attention to help raise awareness and money for this disease. Overall, the campaign was able to connect and successfully engage the audience.
The second example focuses on “Eddie the Terrible” from the Humane Society Silicon Valley. This campaign was focused on helping a small Chihuahua, Eddie, find a home; however the human society decided to be creative and try a new form of marketing. They made the decision to focus on Eddie’s bad traits, but explain how the negative habits can be turned into positive traits in a humorous and educational form. The society crossed multiple media forms from blogging to social media to local media. In the end the campaign proved successful because it found Eddie a home and the humane society gained a larger public awareness.
Creativity can help reach people in new and different ways and can help spread a campaigns’ objective. Just remember during the creative process to set specific goals, engage the target audience, and use words and visual images to connect with your audience.
My next post will focus on specific ways to connect with your consumer. I will discuss the importance of knowing and understanding your audience and learn some of the best ways to reach your audience. Until next time, have a fantastic week!