David Singleton: Five routes to the perfect PR campaign

Amid all the wailing over the impending public sector carve-up, designers at this week's London Fashion Week could be heard declaring that this is at least one industry on the cusp of bouncing back.

David Singleton
David Singleton

According to the more ethereal economists, the prevalence of colour and 'bold prints' among this year's shows is a marker that the good times are here again. Either that or LFW's press team did a good job at finding an angle for the TV reporters ... But the feeling of looking ahead with confidence is also reflected in one of the features in this week's issue, in which PR Week teamed up with Octopus Communications to identify the five comms trends a successful campaign should incorporate - our Future 5 (page 26).

The five are: audience participation, use of technology, brand partnerships, research/planning and the big creative idea.

These are the elements that, according to our judging panel, should underpin successful PR campaigns. Within the feature, we have picked recent comms offensives to illustrate each trend - and it is notable that many of them incorporate more than one trend.

The Twitter Opera is a great example of brand partnership (it was conceived as the creative platform for Deloitte's sponsorship of the Royal Opera House) but is also a clever use of technology and an engaging big creative idea.

As one of our judges pointed out, it is a rare campaign that incorporates all five of these elements but it seems a reasonable target for PROs looking for a template for campaign success. If you think you have created work that hits all five of our Future 5 trends, let us know by commenting under the feature on our website.

Elsewhere on our pages, we find out how well the Labour leadership candidates have gone down with the general public. Ed Miliband's PR machine has been expertly pushing the line that he's in pole position, but it is brother David who is seen as most trustworthy and competent by those who could put the party back into power.

And spare a thought for Andy Burnham, whom more than eight in ten respondents said they wouldn't recognise if he walked past them in the street. It's a good job party members are more familiar with him. All the key messages in the world can't help you if you have minuscule brand awareness.

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