If you want to know a thing or two about PR, Annalise Brown is your gal. Having worked on some of the biggest brands in Australia, she is passionate about using her skills to build meaningful relationships between brands and people. Annalise is one of ADMA IQ’s newest instructors, sharing her impressive wealth of knowledge during the PR for marketers.
1. What enticed you to be part of the PR industry?
I've always loved the news and what's going on in the world and in particular popular culture - what gets people talking and excited. When I realised that there was an ability to influence the news cycle and input interesting opinions into everyday debate, I was hooked.
2. What’s your favourite project/brand you’ve worked on?
I don't really have a favourite project or brand – that would be like picking a favourite child!
The ones I get the most excited about are the ones where you are able to solve business problems with a collaborative solution. I've been lucky enough to work on some of the most iconic global brands but sometimes it's the ones where you can see the difference you are making to people's lives that have the biggest impact on you.
3. What are the biggest PR mistakes you’ve seen brands make in the digital age?
The biggest mistake that can be made is where content is looked at as fit-for-purpose for every platform. The other common mistake is a mentality that you can set and forget - once you've put your content out there it is now the property of everyone who can comment, cajole and critique. It's important to monitor the feedback in real time and respond appropriately.
4. Influencer marketing is a highly debated topic. What’s your take on it?
I think any type of influence requires the right match between brand and those who you chose to use to endorse the brand. As with every brand relationship, its success or failure depends on the authenticity of the partnership. My belief is that longer term relationships will deliver greater benefits - regardless of the stature. I think if you are paying for a quick win, it’s never going to deliver beyond that time and space.
5. What are your top three tips for creating digital PR campaigns with maximum impact?
1. Understand the intricacies of the different platforms you are working with - and how the audiences and their expectations differ between them.
2. Make sure you think about the different platforms you are using while you are planning the content creation – it’s much harder to retrofit.
3. Be prepared to change your tact based on real time feedback.