Last week we looked at predictions for the media and advertising surrounding Super Bowl XLVIII and set a variety of expectations. This week, we have the opportunity reflect upon the commercials and public relations initiatives from the big game to assess what worked well, what needed improvement and obvious lessons from game day advertising. From television commercials to social media, brands showcased creative marketing that can serve as examples for what to do and what not to do in communication industries for the rest of the year.
Editor’s note: This is the 10th in a series of guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2014. Hosted under the hashtag #PRin2014, the series began Jan. 8, 2014, with a compilation post previewing some of the predictions.
Last January in this space, I wrote about Connecting the Dots with Content. I’m happy to report most crystal ball gazers still consider content to be a key trend in 2014, which bodes well for public relations professionals, who have the skills to lead the way. Content, storytelling and integrated public relations were recently cited as key trends in the Marketing in 2014 Guide from Vocus.
Tags: 2014, 2014 PR trends, content, integrated public relations, marketing communications, PR Trends, Social Media, torytelling
From the promotions for the championship game between the Broncos and the Seahawks to the coveted commercial spots, Super Bowl XLVIII will likely showcase some of the best advertising, marketing and public relations of the year. While the game is the focus for some, the commercials receive lots of recognition as well due to their creative and original approaches (and their high prices tags). Many brands have planned, paid advertising, while others may take advantage of the live action to promote their brand in original, witty ways on one of many available platforms. Based on the hype for both the game and for the commercials, and the potential for creative, real-time messaging, Super Bowl XLVIII promises audiences much to look forward to.
The media continues to be the gatekeeper for the coverage PR pros and clients desire, and creating pitches, releases and other content that is attention-grabbing and newsworthy will be continue to be vital for the public relations industry. For PR veterans, media relations will likely continue to hold an important place in their media strategy. However, for newcomers to PR, the practice of traditional media relations may seem outdated but they soon may discover its value, despite the influx of digital media. Producing newsworthy content and maintaining relationships with the media are both integral parts of media strategies, and when done well, can produce valuable, effective and desired placements.
2013 hosted a variety of crises (take a look at our list of the worst), the last major incident being Target’s system breach, which led to the sharing of credit card information for millions of shoppers. In the early weeks of 2014, New Jersey Governor Chris Christie found himself in hot water due to the “Bridgegate” scandal. Both crises have gained national attention, and with reputations at stake, both require major public relations TLC. Whether it’s on behalf of an international corporation or a political figure, good public relations is invaluable in crisis situations, and crisis expertise can greatly impact future outcomes.
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PRSAY is a forum for PRSA members and other public relations professionals to engage in a dialogue with PRSA leaders, exchange viewpoints, and share perspectives on issues of concern to the Society and the public relations industry as a whole. The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.