04 Oct PR: what was the point again?
When creating a PR or social media campaign, it’s easy to get lost in mixed messages. Driving web traffic, generating leads, increasing a client’s public profile – these goals can all be set and approved, with the intention of driving every campaign going forward. Yet, over time, these goals can become muddled, and boil down into multiple goals.
Perhaps the client wants to be on television, to the detriment of everything else. Or they want to have five million followers on Twitter, no matter how it happens. Maybe they want to meet the Queen. These specific goals can get in the way of the overarching mission set out at the beginning of the client-PR relationship – but when there’s a clear goal, PR magic can happen.
Consistent, clear messages are needed to attract a desired audience. No one is going to be swayed into buying a product or trying out a service with one social post or a single ad in a niche journal. It takes multiple, on-brand messages placed strategically that draw attention and inform the public – and it helps if what the client is trying to sell is great, too!
Setting the right expectation at the beginning of the relationship is key. The client needs to know what they want to achieve, and the PR company needs to be realistic about how effectively they will be able to meet that goal.
Cementing the mission
When decided, the goal of a campaign needs to stay at the forefront of everyone’s minds. One of our clients is an aviation specialist, bringing together leaders in the industry for multiple days of discussion, presentations and interactive workshops. These summits are a great place to make new relationships, identify challenges in the industry and learn from each other. This would already be enough for the summit to stand on its own, but RedCabin summits are special in their own way.
At the heart of RedCabin is collaboration. The client believes that collaboration and open, honest discussions between airlines, manufacturers and designers is key to success in the aviation industry. The point of the summits is not to bring airlines, designers and manufacturers together so they can boast about their cool new aircraft. It’s about forming partnerships in an environment that is famously secretive and siloed, allowing them to adapt and move forward as an industry.
Collaboration is at the heart of every piece of messaging we put out for RedCabin. Media coverage highlights the collaborative spirit of the event, noting how strange and wonderful it is to see heavy hitters like Etihad Airways and All Nippon Airways brush shoulders and have civil, frank discussions about future plans. Every social post points towards the latest innovations and opens a dialogue before the summit, allowing attendees to begin thinking about questions and challenges they have that they would like to discuss. During the summits themselves, live Tweeting captures the essence of the summits, demonstrating the collaborations that are forming.
The results of RedCabin’s consistent messaging are beginning to show. Already, partnerships and new products have been announced from Trendworks and Sekisui SPI, based on ideas from an attendee at a previous summit (incredibly, an airline is involved as well, but that hasn’t been formally announced yet!). At the upcoming Aircraft Cabin Innovation summit in London this December, there will be a dedicated presentation that for the first time will highlight the progress made following the intense discussions held during RedCabin summits. It’s an exciting time for the aviation industry as the seeds planted by consistent messaging are starting to bear fruit.
Want to know more about RedCabin? Click here for a look at their upcoming innovation summit!