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BROADCAST PR AND THE WATERFALL EFFECT

10/12/2017

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In this article I am going to underpin the necessity of a very well targeted PR campaign. I have already explained how you can target your campaign by using the special radar of being acutely aware of
  1. who your customer is, and
  2. where your customer is.

Why is this so important?

It is extremely important for accomplishing what I have termed THE WATERFALL EFFECT.
At the beginning of my cooperation with Nofalo.com, the first travel comparison website in Algeria, I advised the CEO, Raouf Yousfi, to get as much coverage as possible not just by local and regional media but also, and most importantly, national media.

In one of the previous chapters, I explained in detail how I advised him to be positioned in order to provide journalists with a specific message to convey to their public with the aim of first creating, then strengthening, the association between the brand and the category. Raouf Yousfi, the CEO of Nofalo.com, has been very smart in getting featured in the best national media in Algeria, as his positioning allowed him to be interesting enough to get coverage.

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    Robert Lingard

    Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
    he is the author of Brand Bullets
    , The UK's Broadcast PR Blog.

    Author of​
    BRAND TO SELL.
    IGNITE YOUR INFLUENCE AND BUILD YOUR BRAND WITH BROADCAST PR

    and
    SABOTAGE & SUBVERSION. The 10 Principles of Business Guerrilla

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    Brand Positioning. Broadcast PR. Brand domination.​


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