We’re working on a campaign for a client right now that got off to a bit of a slow start. We were brought in after the approach had been chosen. In a perfect world, we prefer to be a part of the concept and initial campaign strategy planning because the PR perspective adds value to that component, but sometimes that isn’t what happens and we live with it.

This campaign has some challenges. It’s a crowded market place and there isn’t much news value in what the client wants to announce. Not that it is isn’t interesting to the people involved, but it didn’t meet any of our AHA external news value criteria. We took on the task of developing an interesting angle that we felt more confident about pitching to media and bloggers and sharing on social media networking sites.

We had a good brainstorming session with our AHA crew about what to pitch media, and like every story meeting we have – it was lively. We’re respectful in these meetings, but no one holds back. It can get loud; there is often a lot of laughter, loud voices and a lot of “AHA moments.” We question the ideas, concepts and angles and spend time poking holes in each of them and define what the heart of the story is, so the pitches are solid when we are ready to send them to media and bloggers.

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