Value of online brand audit

As I suspected, Mark Borkowski explains his consultancy’s role in The Whisper on Wispa as enhancing the existing online pressure to “twist Cadbury’s arm”.

He explains the importance of the campaign having a grassroots authenticity – a real story – which was identified through an online audit of the brand.

Clearly Wispa was a story that had a hook that engaged the media. If we did one thing for the brand, it was spotting the story and bringing it alive within a media community.  Manipulation of the web is very dangerous. Too many naïve PRs feel they can force public opinion by this method, but luckily they are usually found out.

This is a good example of public relations monitoring and encouraging a client to respond to online buzz. 

It will be interested to see if there is real demand for Wispa beyond the wistful online nostalgia.  If so, the campaign can then be judged on giving Cadbury’s a solid business opportunity, not just a chance for some fun coverage.

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Heather Yaxley

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.