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About this blog
The Firefly blog features news, views, buzz and ideas around the PR and communications industry.
Social trends, PR and social media tools, communications strategies, attention grabbing WOM campaigns, entertainment hotspots, running integrated and pan-European campaigns, safeguarding reputations and managing crises are just some of the topics we’re talking about.
PR hijacking – The Royal Wedding
Vauxhall are having 16 days of ‘majestic’ deals, Czech students are making gingerbread hearts and a firm in Berkhamsted is ensuring dogs have the right attire for it. Yup, the upcoming marriage of Will and Kate is causing everyone to go, well, a little bonkers. But is there real business value behind the gimmicks and stunts?
From now until April 29, there won’t be a day when one of the nationals isn’t featuring at least one Royal Wedding story. Why? Because so many have taken this opportunity to jump on the back of this smoking hot media topic and create their own story.
There have been a few silly link-ups and without a doubt, journalists are being inundated with Royal Wedding “news”. However, there have also been instances of clever hijacking of the story. For example, Smiths News, the distribution arm of WH Smith, announced a predicted sales boost for newspapers and magazines in the run up to the Will and Kate’s wedding day. The company based the prediction following the outcome of Charles and Diana’s wedding in 1981 and achieved national coverage.
Reactive comment to the media agenda is a big part of any PR’s role, especially to keep client awareness up during low news periods. We need to spot and think creatively – fast – in order to capitalise on a good opportunity (and of course get there before others!)
From my observation, the best Royal Wedding media hijacking attempts have these three things in common:
- A nugget of new and interesting information
- A clear and easy to understand link-up to the news being hijacked
- Credibility of the person commenting
