Dear All
In my earlier agency,we have handled PR for
restaurants. What i have observed is that media
launches doesnt make sense or impact as its just an
another restaurant opening in the city.
I have a case study to share. One restaurant opened in
the city and we were the PR agency. To make an impact
we chose to do an event. We did a cookery demo for
bachelors, we made chef teach young bachelors to cook
pasta, which was a very new dish to Chennai. we got
about 20 bachelors working with Banks, IT companies
and we invited media too. THe event was considered
innovative and every media covered the event with the
picture. At that time NDTV was most popular and they
aired it in the prime time.
THe restaurant saw the sales shoot by 200 % and it
continued for a long time. Inviting celebrity will not
fetch u anything.
Best regards
Narrendiran
--- archer public relation <archerpr@rediffmail
wrote:
> Dear Friends,
>
> Happy New Year!!!
>
> I have been reading this interesting discussion on
> Media reporting... I appreciate that such a case
> study is being discussed.
>
> I think the frustration in this case is due to the
> gap between commitment and the delivered results.
> Basically the agency person has an important lesson
> from this episode.
>
> In the tier II cities, the services are hired on the
> basis of deliverables and not by the mode. The
> client does not give time on discussing the course
> of the activity; in fact there is an insistence on
> making commitments about the number and the quantity
> of coverage.
>
> Here I have one more interesting observation, many a
> times our friends from PR industry try their hands
> in deciding the advertising strategy for the client
> and this is the no-win situation for both the
> parties. It's important that the PR function is not
> visibly connected with advertising.
>
> In my opinion, it should be made clear during the
> briefing part only, that the launch of a new venture
> by a celebrity is not a surety of a successful PR
> campaign.
>
> We must understand that it is absolutely fare to
> throw parties, it's reasonable to give media
> giveaways and use the techniques to ensure that the
> journalist remembers the brand…. But it's the
> responsibility of the agency to educate the client
> that the Image management is a long term activity
> and not only the launch by a celebrity and the food
> and the gifts will suffice the needs of a good
> promotional campaign.
>
>
> Shishir
>
>
>
> On Sat, 29 Dec 2007 Abhinav Sood wrote :
> >Mansi
> >
> >
> >
> >Medianet will never let brand - name/logo appear,
> in-spite of the journalist
> >filing it. Specially in supplements like Chandigarh
> times. As such, within
> >the group, most of these supplement editors have
> been asked to co-operate
> >with Medianet.
> >
> >
> >
> >Its always better to educate the client about such
> issues before
> >expectations reach sky level.
> >
> >
> >
> >Abhinav Sood
> >
> >ConnectComm
> >
> >
> >
> >On 12/29/07, Mansi PR <mansipr@gmail.
> <mailto:mansipr@gmail.
> >
> >
> >Dear friends,
> >
> >
> >
> >I want to know your expert opinion on an issue.
> >
> >
> >
> >One of our friends retained a PR company at
> Chandigarh (also a dear friend
> >of ours) to handle the launch event of his
> Restaurant. The owner of the
> >restaurant also retained an event manager and
> booked a TV celebrity for the
> >inaugural show.
> >
> >
> >
> >As usual, the PR company invited the media for the
> inaugural event. A
> >reporter from Times of India also attended the
> event, enjoyed the
> >hospitality, went away with the gift happily and
> filed the interview of the
> >TV celebrity without even mentioning the name of
> the restaurant or the owner
> >("The TV Celebrity was here to inaugurate a
> restaurant in the City").
> >
> >
> >
> >My question is : Is it ethical on the part of the
> TOI reporter to file the
> >interview of the TV celebrity, without giving
> credit to the restaurant, when
> >:
> >
> >
> >
> >* The TV Celebrity was arranged by the Restaurant
> owner
> >* The restaurant owner spent heavily on the fee,
> food, lodging, travel
> >etc. of the TV Celebrity
> >* The interview took place at the restaurant
> premises
> >
> >
> >
> >Kindly enlighten me on the issue.
> >
> >
> >
> >Warm regards.
> >
> >
> >
> >Raman Johar
> >
> >Mansi PR
> >
> >Chandigarh
> >
> >mansipr@gmail. <mailto:mansipr@gmail.
> >
> >
> >
> >
> >--
> >Best Regards
> >
> >Renu Kakkar
> >...........
> >To go nowhere. Follow the crowd
> >
> >
> >
>
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