PR Campaigns - Explained

00:06:40
https://www.youtube.com/watch?v=yCNkyO8164k

Resumo

TLDREl vídeo ens ensenya sobre les campanyes de PR, que són projectes d'empreses per comunicar un missatge al públic, sovint per millorar la seva imatge o promoure un nou producte. Presenta exemples com la campanya 'Share a Coke' de Coca-Cola que va crear una connexió emocional amb els consumidors, i la campanya 'Shot on iPhone' d'Apple que va fomentar la participació del públic. El vídeo explica diferents tipus de campanyes de PR, com les campanyes de llançament de productes, de responsabilitat social corporativa, i la gestió de crisis. També proporciona una guia passo a passo sobre com planificar una campanya de PR, que inclou identificar objectius, decidir el públic objectiu, elaborar el missatge, i mesurar l'èxit de la campanya després de la seva implementació.

Conclusões

  • 📢 Una campanya PR és un projecte per compartir un missatge amb el públic.
  • 🛍️ La campanya 'Share a Coke' va incrementar les vendes de Coca-Cola.
  • 📸 'Shot on iPhone' va generar participació significativa dels usuaris.
  • 📝 Tipus de campanyes inclouen llançaments de productes i CSR.
  • 🎯 Definir l'objectiu és el primer pas en la planificació de la campanya.
  • 👥 Conèixer el públic objectiu és crucial per a l'èxit de la campanya.
  • 💬 Elaborar un missatge clar ajuda a captar l'atenció dels mitjans.
  • 📅 Un cronograma bé definit és essencial per a l'execució de la campanya.
  • 📊 Mitjans de mesura com la taxa de conversió ajuden a avaluar l'impacte de la campanya.
  • 🔍 La revisió post-campanya pot proporcionar aprenentatges valuosos per a futures iniciatives.

Linha do tempo

  • 00:00:00 - 00:06:40

    En aquest vídeo s'introdueix el concepte de campanyes de RP, definint-les com a projectes d'empresa per comunicar un missatge específic al públic, millorant la seva imatge o anunciant nous productes. S'expliquen exemples com la campanya 'Sher Coke' de Coca-Cola i 'Shot on iPhone' d'Apple, destacant com van generar connexions emocionals amb els consumidors i van impulsar les vendes. També es detallen els diferents tipus de campanyes de RP, incloent les de llançament de productes, consciència de marca, gestió de crises i responsabilitat social corporativa (CSR). Cada tipus requereix un enfocament estratègic i tàctiques adaptades.

Mapa mental

Vídeo de perguntas e respostas

  • Quins són alguns exemples de campanyes de PR?

    Exemples inclouen la campanya 'Share a Coke' de Coca-Cola i la campanya 'Shot on iPhone' d'Apple.

  • Quins són els objectius d'una campanya de llançament de productes?

    Generar consciència i emoció sobre un nou producte o servei.

  • Què són les campanyes CSR?

    Campanyes que mostren els esforços d'una empresa en sostenibilitat ambiental, servei comunitari, o diversitat i inclusió.

  • Quines són algunes mesures clau per avaluar l'èxit d'una campanya de PR?

    Mesuraments de la cobertura mediàtica, taxació de conversió i compromís a les xarxes socials.

  • Quin és el primer pas en la planificació d'una campanya de PR?

    Identificar l'objectiu de la campanya.

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Legendas
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Rolagem automática:
  • 00:00:00
    hello and welcome to newbies PR in this
  • 00:00:02
    video we're learning about PR campaigns
  • 00:00:05
    explain generally a PR campaign is like
  • 00:00:07
    a project by a company to share a
  • 00:00:08
    certain message with the public often to
  • 00:00:10
    improve their image or tell people about
  • 00:00:12
    a new product or service during
  • 00:00:14
    campaigns brands use various
  • 00:00:16
    communication channels including social
  • 00:00:18
    media posts getting news stories hosting
  • 00:00:20
    events and running advertisements all
  • 00:00:22
    aimed at delivering a specific message
  • 00:00:25
    to get a picture of what a campaign is
  • 00:00:26
    it'd be a good idea to think about other
  • 00:00:28
    PR campaigns you've likely seen here are
  • 00:00:30
    some examples the Sher Coke campaign by
  • 00:00:33
    Coca-Cola launched in 2011 during the
  • 00:00:35
    campaign they replaced the traditional
  • 00:00:37
    Coca-Cola logo on bottles with common
  • 00:00:39
    names inviting customers to share a coke
  • 00:00:41
    with someone whose name was on the
  • 00:00:42
    bottle this simple campaign idea
  • 00:00:44
    transformed the product into a personal
  • 00:00:46
    experience creating a direct emotional
  • 00:00:48
    connection with consumers it leverage
  • 00:00:50
    user generated content by encouraging
  • 00:00:51
    people to share photos and stories of
  • 00:00:53
    their personalized C battles on social
  • 00:00:54
    media and it resulted in a significant
  • 00:00:57
    temporary increase in Coca-Cola sales as
  • 00:00:59
    well as a boost to its brand image
  • 00:01:01
    another one was the shot on iPhone
  • 00:01:03
    campaign this campaign began as a
  • 00:01:05
    challenge when iPhone users were invited
  • 00:01:07
    to share their best shots on Instagram
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    or Twitter and after a review of
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    submissions from a panel of Judges a
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    select few would be featured on
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    billboards Apple retail stores and
  • 00:01:14
    online currently the hash shot on iPhone
  • 00:01:17
    has more than 15 million posts on
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    Instagram alone you can read more about
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    the campaign on social
  • 00:01:23
    sos.com PR campaigns can vary depending
  • 00:01:25
    on their objectives and the target
  • 00:01:27
    audience here are some common types of
  • 00:01:28
    PR campaigns product launch campaigns a
  • 00:01:31
    product launch campaign is designed to
  • 00:01:33
    introduce a new product or service to
  • 00:01:35
    the market the objectives of these are
  • 00:01:36
    to generate awareness and excitement
  • 00:01:38
    about the new product brand awareness
  • 00:01:40
    campaigns the goal of these campaigns is
  • 00:01:42
    to increase the visibility and
  • 00:01:43
    recognition of a brand they often
  • 00:01:45
    involve a variety of tactics including
  • 00:01:47
    media relations social media and
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    influencer collaborations crisis
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    management campaigns when a company
  • 00:01:53
    faces a crisis that could damage its
  • 00:01:55
    reputation it is sometimes decided that
  • 00:01:57
    a PR campaign is needed to manage the
  • 00:01:59
    situation Comm unicate effectively with
  • 00:02:00
    stakeholders and restore the company's
  • 00:02:02
    reputation Corporate social
  • 00:02:03
    responsibility campaigns or CSR
  • 00:02:06
    campaigns these campaigns aim to
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    Showcase a company's efforts in areas
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    like environmental sustainability
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    community service or diversity and
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    inclusion a successful CSR campaign can
  • 00:02:15
    enhance a company's reputation and
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    strengthen its relationship with
  • 00:02:18
    customers and the community each
  • 00:02:19
    different type of campaign requires a
  • 00:02:21
    different approach and a strategic mix
  • 00:02:22
    of PR tactics but in the next section
  • 00:02:24
    we'll go over what the basic structure
  • 00:02:26
    is for the planning of a PR campaign so
  • 00:02:29
    what's involved in the planing so here's
  • 00:02:30
    a simplified explanation of the steps
  • 00:02:32
    involved firstly identify your goal what
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    do you want to achieve with your PR
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    campaign it could be increasing
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    awareness of your brand raising hype for
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    a launching of a new product improving
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    your reputation Etc you can use the
  • 00:02:44
    smart goals formula for help planning
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    your goals an example of a goal that
  • 00:02:47
    follows the structure is increase the
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    number of mentions of our brand in
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    Industry specific Publications and
  • 00:02:52
    relevant social media platforms by 25%
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    over the next 6 months also make sure to
  • 00:02:57
    decide your key performance indicators
  • 00:02:59
    these can include measurements such as
  • 00:03:01
    media mentions this measures how many
  • 00:03:03
    times your company or product is
  • 00:03:05
    mentioned by the media it can include
  • 00:03:06
    mentions in online articles print media
  • 00:03:08
    TV radio or blogs conversion rate this
  • 00:03:11
    is for PR campaigns with a specific
  • 00:03:13
    action in mind like downloading a
  • 00:03:15
    resource signing up for a webinar or
  • 00:03:17
    making a purchase social media
  • 00:03:19
    engagement this involves tracking likes
  • 00:03:21
    shares comments and followers on your
  • 00:03:23
    social media platforms higher engagement
  • 00:03:25
    can indicate a more successful PR
  • 00:03:26
    campaign decide your target audience who
  • 00:03:29
    needs to hear your message to achieve
  • 00:03:30
    your goal it could be customers
  • 00:03:32
    investors the general public or other
  • 00:03:34
    specific groups craft your message what
  • 00:03:37
    information ideas or feelings do you
  • 00:03:38
    want your audience to take away from
  • 00:03:40
    your campaign this also includes what
  • 00:03:42
    your campaign slogan is what your
  • 00:03:43
    campaign hashtag will be Etc these
  • 00:03:46
    details are helpful for making your
  • 00:03:47
    campaign more memorable and it gives
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    something for news outlets to put in the
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    headlines of their articles if they
  • 00:03:51
    decide to write about your campaign
  • 00:03:54
    choose your communication channels what
  • 00:03:56
    methods will you use to deliver your
  • 00:03:57
    message to your audience this can
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    include press release social media
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    events advertising or other tools make
  • 00:04:03
    your timeline plan your timeline with
  • 00:04:05
    key milestones and dates when and in
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    what order where you do the various
  • 00:04:08
    activities of your campaign measure your
  • 00:04:11
    success are your activities reaching
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    your audience and achieving your goals
  • 00:04:14
    you can use things such as surveys
  • 00:04:16
    social media analytics sales numbers or
  • 00:04:18
    media coverage to measure this you can
  • 00:04:19
    also refer back to your kpis and your
  • 00:04:21
    smart goals now on to the general
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    timeline of a PR campaign so the
  • 00:04:26
    timeline of a PR campaign can vary
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    significantly depending on the
  • 00:04:29
    complexity and and scope of the campaign
  • 00:04:30
    however a typical one might look
  • 00:04:32
    something like this one research and
  • 00:04:34
    planning in the first 1 to two months
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    this stage includes most of the things
  • 00:04:37
    that we talked about including decid in
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    the campaigned objectives the target
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    audience key messages and strategies it
  • 00:04:43
    may also involve market research or a
  • 00:04:44
    SWAT analysis two development 1 to two
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    months during this stage you'll create
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    the marketing and promotional materials
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    for your campaign this might include
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    press releases social media content
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    website copy videos commercials or other
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    promotional materials you will have the
  • 00:04:59
    things ready to publish but not
  • 00:05:01
    published yet information such as
  • 00:05:02
    details and your press releases may be
  • 00:05:04
    on embargo and you may have your social
  • 00:05:06
    media post scheduled to Auto publish on
  • 00:05:08
    a social media toll like later
  • 00:05:10
    pre-launch 2 to 4 weeks in this stage
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    you begin reaching out to Media
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    influencers or other partners to build
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    anticipation for your campaign you might
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    send out teasers hold a pre-launch event
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    or begin sending out content on your own
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    channels four the campaign launch this
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    can range from about a day to a week
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    this is when your campaign officially
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    goes live you'll distribute your press
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    release is launch your social media
  • 00:05:30
    campaign hold your launch event or start
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    any other planned activities five
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    implementation 1 to 6 months this is the
  • 00:05:37
    bulk of your campaign while you're
  • 00:05:39
    continue executing your planned
  • 00:05:40
    activities engaging with your audience
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    and adjusting your strategy as needed
  • 00:05:43
    based on the responses six evaluation
  • 00:05:46
    ongoing and post campaign throughout the
  • 00:05:48
    campaign you'll monitor its performance
  • 00:05:50
    and make adjustments as necessary and
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    after the campaign concludes you'll
  • 00:05:54
    conduct a more thorough evaluation to
  • 00:05:55
    measure its success and draw lessons for
  • 00:05:57
    future campaigns remember the timeline
  • 00:06:00
    the things you do Etc can vary greatly
  • 00:06:02
    depending on the size of your company
  • 00:06:04
    your target audience your campaign
  • 00:06:05
    objectives Etc and to learn more about
  • 00:06:08
    campaigns look up successful PR
  • 00:06:09
    campaigns for the industry that you're
  • 00:06:11
    interested in see what social media
  • 00:06:13
    posts they made during the campaign what
  • 00:06:14
    advertisements they ran what their
  • 00:06:16
    campaign message was what it was about
  • 00:06:19
    how was it creative and effective for
  • 00:06:20
    its goal and audience what strategies
  • 00:06:22
    they they use such as using a user
  • 00:06:24
    generated content contest what did the
  • 00:06:26
    news Publications say about their
  • 00:06:28
    campaign Etc there are some things to
  • 00:06:30
    think about and that's it for this video
  • 00:06:32
    good luck planning your campaign let us
  • 00:06:34
    know in the comments what your favorite
  • 00:06:35
    campaign is this has been newbies PR the
  • 00:06:38
    start of your PR Learning Journey
Etiquetas
  • campanya PR
  • Coca-Cola
  • Apple
  • estratègia comunicativa
  • responsabilitat social
  • publicitat
  • objectius
  • públic objectiu
  • anàlisi de mercat
  • èxit de campanya