Ellee’s post discussing the launch of the national Recycle Now Week, shows yet again how public relations practitioners are focusing on press agentry, with the goal of just getting coverage, instead of having a clearer strategic purpose.
Creative ideas are necessary – but here it led to a cliched “awareness week” plus the ubiquitous celebrity photo-shoot (this time it was Denise Van Outen in a technicolour dream dress) and a tenuous link to fashion:
A national recycling campaign has set out to prove that green issues have never been more glamorous.
On Saturday, the CIPR Diploma class looked at planning models and reviewed some previous government campaigns. A clear lesson was that too much money is spent on initiatives that don’t deliver strategic long-term benefits.
Creativity is wasted if it does no more than generate immediate media coverage – it needs to convey the objectives, the messages and engage publics sufficiently to alter their opinions or, in this case, change their behaviour.
That’s a lot tougher than getting carried away with linking into television talent shows, but without objectives and strategy, PR cannot demonstrate how it can deliver anything of meaning in return for the money invested.