Why learning from big brand PR can make anyone more famous

15 June 2018


Elvis Knight comes from doing ‘consumer’ PR for national and international brands and applying that same know-how to the fast-moving multi-channel communications and content opportunities now available to everyone. Working out how to get Tesco products, from frozen peas to joints of meat. written about for free every week in the national news pages is remarkably similar, it turns out, to developing a social media content strategy for a boutique hotel. Really, it’s true. Making several hundred short, cheap videos to promote small businesses across Britain for Yellow Pages’ online arm convinced us that video content remains a truly untapped way for small businesses to engage new customers. Carling lager and Zurich insurance turned out to need very similar consumer PR strategies. Weirdly. Try convincing the News of the World and the Guardian it’s actually worth spending quite a bit more of your hard-earned on BP’s premium fuels to get slightly lower consumption. Then do it again for the next five years. If you can get the Independent to run a double page spread on why middle class people should now holiday at Butlins, you can surely have a go at publicising any brand and any business; big, small, old, new, anywhere. How hard can it be…