Global PR Summit 2015
The most important event in the global communications world’s calendar. 26-28 Oct in Miami.
The key global benchmark of PR agency rankings, industry size and global comms trends.
The world's 100 most powerful corporate communicators.
The Holmes Report profiles marketing and communications innovators from across North America and EMEA.
The most creatively awarded PR campaigns and agencies in the world.
In-depth annual research into the PR industry's efforts to raise creative standards.
Coverage of the Cannes Lions from the Holmes Report in association with H+K Strategies.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges around the world.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of healthcare PR and marketing.
Financial communications, sector news and mergers and acquisitions.
Coverage of global corporate reputation and communications news and trends.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
A high-level forum designed for senior practitioners to address the critical issues facing the profession.
Exploring the innovation and disruption that is redefining influence and engagement.
The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
Bringing together in-house comms leaders with PR firms to discuss critical global issues.
Public relations people need to harness the power of storytelling to drive behavioral change, says Ogilvy's Marion McDonald.
Holmes Report 25 Sep 2012 // 11:00PM GMT
HONG KONG—Public relations people need to harness the power of storytelling to drive behavioral change, Marion McDonald, managing director of strategy and planning at Ogilvy Public Relations Worldwide, told a ThinkTank Live seminar in Hong Kong on “The Age of Engagement.”
“Science shows that humans organize experiences into stories,” says McDonald. “And we categorize them based on our emotional reactions to those stories. And science has shown that it’s the emotional part of the brain that helps us make decision. So when we appeal to people through facts and reason we’re missing the point. We need to reach them through emotion, and to do that we need to tell stories.”
Visual storytelling—not always a core skill of public relations people—is particularly important, McDonald says, citing statistics from Asian markets showing the volume of video being watched, downloaded and commented on by citizens from the region and urging public relations people to develop new forms of content in order to tell powerful, emotional stories.
Thomas Cramption, director of Social@Ogilvy, focused on the core elements of storytelling SUCCESS—Simple, Unexpected, Concrete, Credible, Emotional, Story—outlined by authors Chip and Dan Heath in their book “Made to Stick.”
Crampton illustrated those elements with examples that included an emotional campaign for the Huggies brand that sought to persuade Chinese citizens to give up their seats for or otherwise accommodate pregnant moms; and an internal communications effort for Ogilvy China that asked employees to think about how they engaged in social media using humor rather than a rules-based approach.
He shared Ogilvy’s own “SURFER” principles for successful content, that it be Shareable, User-generated, Real, Fast, Emotional, and Reflective of the viewer.
“The first thing to remember is that fundamentally the world doesn’t care about your product,” he said. “But people love to share.” So for Huggies in Hong Kong, the firm launched a fan page on Facebook by encouraging moms to post their baby photos—with the best being featured in outdoor media, from buses to subway stations. The campaign built a large community of engaged fans of the brand.
Arun Sudhaman 02 Oct 2015
Asia's two most powerful leaders tried hard to win the soft power battle during their recent US tour ...
Aarti Shah 01 Sep 2015
In the U.S., new parents are often left stitching together a confusing patchwork of leave. The PR in ...
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings Sitemap
© The Holmes Report 2014