The need to prove their value has compelled PR practitioners to hone their skills to a point where those following the correct ideology can have a demonstrable positive effect on clients’ business.

It is undeniable that marketing and PR spend is under more scrutiny than ever before. Clients are under pressure to prove tangible value to the business, and historically this has been a challenge for PR and earned media. However, it has actually been a force for good, compelling agencies and clients to question how activity is actually having an impact on the business.

It’s created even more valued partnerships, and helped move PR away from being a ‘nice to have’ budget-line item to a ‘must have’ activity.

Of course, it isn’t simple and different brands in different sectors will measure and monitor in different ways. A consumer electronics brand selling through Amazon is different from a B2B brand selling complex IT systems. The sales cycles, channels, cause and effect and timeframes are quite different.

However, there are four mantras that we believe help to deliver.

Sales cycles start and end through compelling stories and conversations

We start at the very beginning of the customer journey. What conversations do we need to be stimulating; what questions do we need to answer; how do we position the brand; and how best do we promote the product? When do we need to surprise; and when do we need to sell?

For Truvia sweetener, our Voyage of Discovery event on the roof of Selfridges told the story of the brand and its main ingredient, stevia, to consumers, retailers and partners. It created a potential customer base for well-executed ATL advertising to exploit when the product hit the shelf.

Communities are sales generators, not just ‘likes’ on a page

Although there continues to be a, perhaps unhealthy, fascination with the number of likes and followers a brand has, many are starting to see their social-media fans as more than just numbers. Conversations with these communities are starting to be valued as ways to increase propensity to purchase.

An example is Unilever VIP, a Facebook community that invited opinion, asked for ideas and actively looked to increase customer loyalty. Through a custom-built Facebook application, VIP encouraged consumers to engage more closely with 11 of the company’s most recognisable brands, including PG Tips, Carte D’Or, Persil, Domestos, Magnum and cleaning range Cif.

For this and any community, consistent research into sales behaviour and brand favourability is vital to measure, justify and amplify the role of earned media.

Great coverage still earns its keep – and it can be proved

Editorial coverage for coverage’s sake just doesn’t cut it anymore. A namecheck against an issue unrelated to a brand might satisfy an ‘opportunities to see’ target, but not a business objective. The impact of these sought-after, third-party recommendations, whether by traditional media or the ever-growing (but still less influential) blogger community, is clear if the right measurements are used.

Launching the Visa Prepaid CitizenCard solely through PR was a great example of how we can have a direct impact on business.

With a focus on national media to drive volume of application, we generated 112 pieces of coverage that resulted in a significant uplift in purchases.

Commercial value, not just creative outputs, make the campaign

Pounds (or euros) mean more that print and pixels, but commercial value can come in many different shapes and sizes. For some, it’s sales; for others, it’s changing perception or building awareness.

Our integrated campaign for digital security brand Gemalto created stand-out in the contactless mobile payments arena. It included: a French free-running video (illustrating touchpoints and the convenience of mobile payments) that generated 100,000 views; and brand-building coverage on Sky News and in The Times and Financial Times – all supported by consumer insights. However, the real value was in the collateral package that the sales team took into boardrooms – changing perceptions of Gemalto’s capabilities and increasing deal flow.
These four mantras help us develop campaigns that go beyond the ‘thud factor’ and deliver real value for businesses and brands, be it through changing behaviour, driving awareness, increasing sales or engaging communities. That’s what PR and earned media should be doing, and is what will ensure a mutually beneficial, effective and longstanding client/agency relationship.

The original article appeared in Marketing Magazine.

Kaizo has been shortlisted in three categories at this year’s prestigious CIPR awards in the UK.

‘The Truvia® Voyage of Discovery – Turning over a sweet new leaf in the UK’ which saw the roof of Selfridges turned into a boating lake for press and public to launch Truvia® calorie-free sweetener has two nominations. These are for Best Event and for Best Consumer Relations – a category that Kaizo also won last year with its work for Flip Video.

Additionally ‘Gemalto Mobile NFC Hits the Streets’ a campaign which used parkour free runners to illustrate Near Field Communications possibilities for the IT security specialist is shortlisted in the Best Corporate and Business Communications category.

The awards will be announced in London on 28 May 2012.

For brief details for both campaigns please visit www.kaizo.co.uk/experience

Kaizo picked up the coveted Best Consumer Relations award at last nights CIPR awards for its work with Flip Video.

The Sharing Hearts Minds and Moments campaign won over the judges with its integrated approach and undoubted focus on business success in terms of sales.

Certificates were also picked up for shortlisted campaigns in the Best Social Media, Best Broadcast and Best Media Relations categories.

For more details on these campaigns email rhodri.harries@kaizo.net.

And so the awards season commences…. and what better way to kick it off than with the irreverent, ‘alternative’ PR accolades, the now cherished Jackenhacks.

Crew Kaizo was of course out in force, taking the opportunity to catch up with ex-colleagues (competitive streaks set aside for the evening!) and have a drink with some of our favourite journos.

Revealing the industry’s worst slip-ups in eleven different categories, there were certainly some ‘interesting’ stories behind the nominations and some equally entertaining acceptance speeches: the agency who won ‘Biggest Loser of Clients and Talent’ distributed Wagon Wheels to the crowd (wheel…wagon….falling off….get it?!). Award for GSOH duly won!

We weren’t nominated (phew!) but we will keep you posted on other awards we are up for including PR Week’s ‘Best Consumer Campaign’ and PRCA’s ‘Best Technology’ and ‘Best Media Relations’, in the coming weeks

Cross everything!