PRWeek Awards Asia 2016: Judge spotlight - Kiri Sinclair

Kiri Sinclair, managing director of Sinclair Communications and judge at the PRWeek Awards Asia 2016, shares her insights on what she wants to see from those looking to win this year.

Kiri Sinclair
Kiri Sinclair

Storytelling is fundamental to a successful PR campaign, but how we tell stories is changing as channels and tools change. With this in mind, the key PR and comms trends that I expect to see coming through in this year’s PRWeek Asia awards are:
 
Insights-driven campaigns where trends in audience behaviour drive the initial strategy design, yet there is room for flexibility to tweak the campaign in response to feedback. I also expect to see more campaigns created based on market and audience insights.
 
Integrated PR strategies that see campaigns designed to cross multiple channels. More and more often, PR agencies are tasked with creating integrated campaigns to bring together earned editorial coverage and social content ideas with paid engagements such as events, direct marketing, advertising and digital. Combining elements of earned and paid influence into a campaign is becoming commonplace.
 
On the other hand, gaining earned influence is more important than ever. As consumers are becoming more educated about who is getting "paid to play", the authenticity and credibility of influencers are being questioned. It goes back to the core of public relations – how did the campaign build and nurture relationships, win a trusted audience and earn the love? I do expect this year to see an emphasis on "back to basics" PR.
 
A stronger focus on business outcomes over PR outputs. Conversion is now the KPI of public relations, and PR campaigns must prove how they met business objectives. Rather than AVE, media attendance, Likes and such, I would expect to see proof of changed behaviour, bums on seats, or fingers on the purchase button.
 
A move towards localised influencer marketing over personalities that have international, mass market appeal. As we see brands engaging at a more localised geography, sector or interest-specific level, who they collaborate with to make that impact is becoming more specific and thus often times more interesting for local audiences.
 
Oscar-winning video content that drives a campaign. As content marketing turns towards video as the storytelling tool of the day, I expect to see emotive PR strategies that are built around video in many creative ways.  

The PRWeek Awards Asia 2016 follows the PRWeek Asia PR360 conference on June 15. Click the links for further details. 

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