PR Studies

My delegates today were unimpressed when I cited Segway as a case study demonstrating that brilliant PR may not be enough (see entry on October 3).

But they had all heard news reports arising from this timely and well-targeted release from the Priory clinic. (Note the release date of Sunday). The resulting news coverage was widespread (eg The Sun, The Independent, The Telegraph, The BBC).

Why does this news release work? It’s timely (Sunday for Monday); it’s surprising (coming from people we would assume to be discreet); and it’s always healthy to feel sorry for celebrities (some of whom are treated for their addictions at the Priory).

A well-conceived survey by Encyclopaedia Britannica made it onto the headline news on BBC Radio yesterday, and into this Telegraph report.

It works because the survey was sure to throw up ignorance of art, and we were sure to feel guilty about this. Editors – even on the upmarket Radio 4 Today programme – would see it as an interesting news item.