In today’s crowded media landscape, successful brands must throw out the old adage of “all press is good press”. Reputation today is staked on positive coverage and endorsement from people who matter. It’s about building up a groundswell of opinion that cannot be bought, only earned.
There’s a difference between attention and influence. Ogilvy’s Public Relations & Influence experts are able to earn influence on behalf of our clients’ brands by marrying a deep understanding of the consumer with our approach to building brands that matter today, tomorrow, and years from now. We bring influence campaigns to life through our unmatched creativity, on the strength of valuable partnerships with major media and platforms, and through innovative PR solutions that ensure the brand will continue to grow.
Earning influence today means having a robust and wide-ranging media strategy. There are the traditional large media companies and their print, digital, and social platforms, but also their popular, younger, digitally-born competitors. There are influencers across social media that drive as much attention as any well-oiled PR campaign can. Many companies are their own publishers, consistently churning out quality content.
But not every piece of content or every publisher is relevant to the target audience that will make a business difference for the brand. Knowing what matters to the consumer makes the difference between effectively managing your brand’s reputation or further harming it; presenting the brand’s leaders as influential experts or run-of-the-mill talking heads; your brand becoming an influencer rather than a follower.