CASACOM’S FAVOURITE COMMUNICATIONS & PR STORIES OF THE WEEK

How do you make PR and IT work more effectively and is measuring engagement the new way to go? Have you seen Tim Horton’s new TV ad, where levitation is involved? Each of these questions are explained in our favourite communications and PR stories of this past week.

Brands:

Tim Hortons has taken its marketing to new heights. They launched their latest ad campaign this week, which debuted their new Creamy Chocolate Chill. The stunt took place in St. Laurent, Quebec and was coordinated by Canadian illusionist, Darcy Oake. Hidden cameras were used to capture customers’ reactions when one of them began to levitate after trying the new drink. Tim Hortons has been using real customers in their ads recently and the new campaign, which includes television, paid social, OOH, radio spots and regional sampling will run throughout the summer. You can view the video commercial in the article link below.

“Tim Hortons takes marketing stunt to new heights” (Marketing Magazine)

Technology & PR:

Technology is a major driving force in getting your message out to the right audience and at the right time. To do this, a lot of the time communication professionals need to work with their IT counterparts. Sometimes, these two groups don’t always see eye-to-eye; but PR pros need to connect these two worlds in order to benefit the client, brand or organization. Raul Duany, senior VP, corporate communications, American Cancer Society, shared three tips to help you get started.

• Define your priorities
• Think like an IT professional
• Determine the tools that most effectively communicate your message

Each is explained in more detail in the link below.

“3 Tips to Make PR and IT Work Together More Effectively” (PR News)

Measurement:

Most organizations do not have a data strategy and many still struggle with knowing where, what and when to measure. Liz White, Head of Strategy and Business Development at Poshly, says it’s time to “kill the page view as a measure of success.” She advocates measuring success by putting more emphasis on how people engage with content instead of the number of people who see it. So how do you measure engagement and inspiration? What engagement metrics should you measure?

• Sharing
• Comments
• Value exchanges

All three of these tips on how to measure engagement are explained in further detail in the link below.

“3 ways to measure genuine online engagement” (PR Daily)

Thought of the week:

“Stay hungry. Stay foolish.” – Steve Jobs