Sometimes, when a brand or personality wants to get a message out, they start by asking the wrong questions. In today\u2019s fast-paced, internet-saturated world, it\u2019s tempting for people to think \u201call digital\u201d or \u201call web\u201d is the way to get the most return on their investment. That may be the case in certain circumstances, but that doesn\u2019t mean assuming the answer is ever the right idea. Instead, consider all your options and build the best integrated advertising and PR campaign for your message and market.<\/p>\n
Depending on the brand, the application, the market, and the timing, your campaign elements may not be completely balanced, meaning they may not be split evenly among multiple different forms of media. However, considering applications that make the best use of all available media is the right first step in the process. Once you determine \u201cwhere\u201d your message will be going and what you will be investing in each aspect of the campaign, it\u2019s time to answer a few key questions to measure the potential effectiveness of the campaign as a whole.<\/p>\n
How consistent and complementary is your message across all platforms. While it\u2019s true you should tweak your message a bit in length, scope, and tone based on the media and application, each separate message should both complement and reinforce the core message.<\/p>\n
One of the best ways to build a loyal fan base is to have a great story. Just make sure your story matches across your entire platform. If you are out doing press appearances sharing one version of your story, but people watching at home find a slightly different feel or approach on your website, that creates brand confusion.<\/p>\n
No one wants to be \u201ctold\u201d what to do or how to think. They want to be drawn in, compelled, attracted, and, yes, enticed. Your message should include emotional connections that create questions or curiosity in your audience. If they\u2019re not leaning in, something\u2019s missing.<\/p>\n
One of the best ways to invest spectacular amounts of money and see very little return on that investment is to begin with a series of unfounded assumptions and start throwing money at them. Now, you may be thinking \u201cI would never do that,\u201d and that may be true, but it happens every single day. It\u2019s not enough to be cute or trendy, you need to understand how your market or your audience thinks\u2026 otherwise you could find you have miscalculated, and badly.<\/p>\n
You\u2019ve done the work by building a truly impactful campaign, but are you prepared for the response? The PR road of good intentions is littered with brands who made a splash\u2026 then they \u201cbecame the headline\u201d because they weren\u2019t prepared to deal with the success of their message. Remember, knowing what you will say next, is just as important as what you say first.<\/p>\n","protected":false},"excerpt":{"rendered":"
Sometimes, when a brand or personality wants to get a message out, they start by asking the wrong questions. In today\u2019s fast-paced, internet-saturated world, it\u2019s tempting for people to think …<\/p>\n","protected":false},"author":13,"featured_media":3739,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[271,19],"tags":[50,228,158,133,251],"yoast_head":"\r\n