PR Strategy

Creating PR campaign's autonomously has given me the opportunity to gain experience in every aspect of campaign planning. I use Gregory's 10-step Planning approach to a campaign and systematically work my through every section. I would say the research is the most fundamental part of any campaign and that is why I focus my efforts on understanding a brand and it's audiences before trying to move forward. I will use the brief and my findings to inform my campaign's objects and messages. I would then devise my creative ideas and the strategy and tactics of the campaigns, using timescales and resources to keep me on track. Evaluation is also an incredibly important step of any campaign as it is vital to know what went well and what could be improved upon next time. Below are examples of work I have completed using this process.

MARKS AND SPENCER

Following on from their Little Shop campaign, I came up with a campaign idea and communications plan for Marks & Spencer. I conducted research into M&S as a brand, their existing communications and reputation vs. their competitors and used this to give recommendations for their communications. I conducted audience research and used this to inform the strategy and tactics of the campaign which used a mix of influencer, media relations, experiential PR and social media. I received positive feedback on my ideas and was told it was an "excellent example of communications management".

ALL BAR ONE

I created a hypothetical campaign for the launch of All Bar One's vegan menu. The launch (taking place in January 2018) was focused and based on research on health and wellbeing and New Year's resolutions. I conducted research on the hospitality sector, identified an audience to target and which channels I would use to reach them. The campaign would use a mixture of social, influencer and experiential PR to target and promote All Bar One to new and existing audiences.

Download my CV here