When was the last time you did something truly different?

posted by Brendan Hodgson

When I look at the business of PR today, I often ask both myself and my colleagues, ”when was the last time you did something truly different?”

It’s an important question because clients are looking for increasing levels of creativity in the plans and strategies we’re asked to provide. Granted, they may not act on them. But they want to know that we can think out of the box, and do so in a fashion that makes sense to their business.

Moreover, it allows consultants (particularly those new to the profession) the ability to look beyond the basics and the more traditionally-focused tactics (read ‘media’) that they learned in PR school. And when they know that they are able to expand their horizons, and do so within the context of what we’re being asked to do (meaning, with senior strategic oversight), exciting opportunities can be created.

Obviously, the best-case scenario is when our clients act on those ideas. Case in point: we’ve been privileged in recent months to work with Intel Canada on their gaming business. At the core of the strategy is Gamefaces, and driving the campaign is a focus on creating original content that we hope will resonate with gamers. And that speaks to the question I asked at the beginning of this post.  We’ve been incredibly fortunate to work with a client that get’s it – that understands the importance of “content” as table stakes. It means we now have the ability to capture and share the stuff that traditional media might not touch, but which our audiences might find both entertaining and useful, and ultimately help to re-shape perceptions. It means being able to engage real gamers in ways that might previously have never been considered in a PR context – and using the social media tools available in order to reach gamers where they go to get information.

Equally interesting, this campaign is already moving beyond Canada’s borders and – with the current Extreme Gamefaces Zero G promotion – providing the foundation for reaching audiences across North America and, potentially, globally.  

So when was the last time you did something truly different? If you haven’t, start now. Clients are asking for it.

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