NEXT panel: integrated campaigns create PR opportunity

NEW YORK: A panel session this morning at PRWeek's NEXT Conference discussed the use of integrated campaigns.

NEW YORK: A panel session this morning at PRWeek's NEXT Conference discussed the use of integrated campaigns.

Olivier Fleurot, CEO of MSLGROUP; Sara Greenstein, senior VP, chief marketing and strategy officer for Underwriters Laboratories; and Brad Shaw, VP of corporate communications and external affairs for The Home Depot participated in the panel discussion.

The panel echoed Christine Cea's earlier assessment that having consumers share stories and ideas is a powerful engagement tool.

Greenstein discussed a shift in Underwriters Laboratories to figure out a way to reach audiences under the age of 50. The company targeted young mothers with campaigns and had them share stories of implementing safety awareness in their homes.

Shaw shared a video of a new effort Home Depot is engaged in using hourly workers to upload product education videos to an online community of consumers.

For PR, Fleurot said the shift creates an opportunity for the PR industry as a whole to “raise its game” and become a strategy partner that delivers the “big ideas.”

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