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Creating more ideas for publicity campaigns
By Kim Harrison,
Consultant, Author and Principal of www.cuttingedgepr.com
New ideas are hardly ever totally original; they are usually an extension of an existing concept. You can extract even more mileage from publicity campaigns by making existing concepts work harder for you.
British consultant Andy Green suggests using a matrix to extend publicity ideas. A matrix ensures you fully consider all the possible permutations for a publicity concept. A matrix will form a valuable checklist to ensure you have thought of as many publicity opportunities as you can that are based on a particular event.
When you think about each combination of ideas in the matrix, you will most likely think of further ideas that extend the original concept.
For instance, a matrix can be used as follows if you have the task of arranging a pictorial opportunity, also known as a photocall, about the launch of a project:
Obviously the list of people down the side and the activities shown in the top line of the matrix should be customized to your specific event.I met Andy when he visited my home city recently and he kindly gave me an autographed copy of his book, Creativity in Public Relations, which offers useful advice on improving your own creativity. The book is available via Amazon.com and the Chartered Institute of Public Relations/Kogan in the UK .
About the Author
Kim Harrison is a recognized authority in the public relations field. His website, www.cuttingedgepr.com, provides a wealth of informative articles and resources on public relations techniques and management.
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