Here are some of the criteria of a top-notch PR campaign, and that most killer PR programs have in common.
They’re audience-focused. Some brands are lucky enough to have a core following of very passionate customers. Although it’s run into some reputation snags recently, apparel brand Lululemon has built its brand through a local-market campaign that recruits in-city athletes, trainers, and fitness entrepreneurs to spread the yoga gospel and indirectly promote its brand. For an art-materials-retailer client, we invite local artists, art teachers, and even artsy families with kids to store events to reinforce the company’s ties with local communities, including the press and bloggers.