Write a PR brief when everything you get from your agency is a cliché

Turn on the TV at any time and watch any advertising break. Count the clichés in the advertising spots. Maybe now is the time to write a PR brief for marketing. You may receive a campaign that will be reflected more in the news section of television programs and that could organically ignite media conversations you never thought of.

The word cliché is missing from the PR tool, simply because in this job, if you do not have new and fresh ideas you cannot captivate even your office colleagues. The most anti-cliché discipline of communication, PR always has to create news to survive in the attention economy, the one in which people allocate only 7 seconds to read a piece of information.

A campaign Pernod RicardFor responsible consumption of alcohol he changed people's habits and introduced water, a liquid easier to digest, but which he made as precious as alcohol, to their menu. What is remarkable about this campaign, beyond the results, is the time devoted to the research: 8 months only lasted this stage, which is often itself a sum of clichés.

Responsibility is a communication universe where you can find an impressive collection of clichés. For example, if you are a beer brand and you want to talk about responsibility, you do not have many options to get out of this wedge of ideas and you will end up with a tree planting or an action to clean the course of a water. In Sweden, Carlsbergtook a little more courage and launched a manifesto for protecting water sources, made entirely from recycled water.

Associating with celebrities is the favorite strategy of big brands, but also the biggest source of clichés: millions of dollars in celebrity sponsorship contracts turn into banal Instagram photos where attention is kept artificially alive with equally consistent media budgets. We can only get out of this paradigm by writing a good PR brief for marketing. I don't know what Adidas wrote in its launch brief Ultraboost19in Brazil, the fact is that a campaign has come out that has left itself with documentaries and a lot of social media fuss, of which no one wanted to miss.

Instead of concluding, an observation that I think we all agree on: the pharmaceutical industry manufactures the largest amount of advertising clichés on the planet. With a consistent media budget, any cliché enters memory and market share. But what can you do when you have a product that is aimed at young people, that does not consume TV or clichés? O campaigningSmart education against HPV infections has hijacked the universe of acronyms used by teenagers to make them curious to discover how they can protect themselves from a virus whose name is also an acronym.

Cliches are resource-consuming. If you don't sit well with your marketing budget, write a PR brief. You will also achieve your goals, and you will also save shareholder money.

Pernod Ricard's allocated 8 months of research to develop the Drink141 campaign.

A clever education campaign against HPV infections has hijacked the universe of acronyms used by teenagers.