A guide to compiling your PRISMS entry for 2012. Case studies, tips and insights into PR.

1. Prepping for PRISMS A workshop with Rebecca Cronje 23 November, 2011

3. So what are the PRISMS anyway?

8. PR: Yesterday, today and tomorrow

11. PR: Yesterday

14. PR Today: Content producers that create talkability

20. PR: Tomorrow From Generalists to Specialists http://vimeo.com/album/1674292 Video #3

21. PR: Tomorrow Integration of paid, earned, shared and owned media http://vimeo.com/album/1674292 Video #5

22. PR: Tomorrow The social media release

23. A few winning case studies

25. Sanlam: Save Your Future http://www.facebook.com/pages/Sanlam-Save-Your-Future/153889134624793

26. Content produced

28. Media relations

34. Overall Gold 2011 kulula: Not the World Cup

37. Media coverage highlights

38. Media coverage highlights

40. Some feedback from the judges

41. “ Sales figures would have made this a 20 out of 20 score.” “ Well planned campaign, underpinned by excellent strategy” “ No measures for goals otherwise would have scored higher” “ As the objectives contained no measurement, however good the end results were, was this what the client expected?” “ Desktop research done? How? Where?” “ Both planning and execution are the strong points of this project but I don’t see much originality in this.” Useful snippets

43. Reviewing the categories (Remember: The same entry can be submitted in more than one category)

74. Compiling your entry

78. kulula Not the World Cup – example OVERVIEW In January 2010 local airlines were bombarded with negative media coverage on the apparent cost hikes of domestic flights to the World Cup host cities. However, Atmosphere ’ s quick-thinking and multi-faceted campaign, which blurred PR, social media, advertising and word-of-mouth, got the world smiling and restored kulula ’ s credentials as a much-loved maverick brand. The campaign not only built the reputation of kulula but also placed it in the midst of the World Cup media hype globally without any official endorser status and on a limited budget. The campaign succeeded in attracting new business with a significant rise* in flight ticket sales over the World Cup period. (50 000 extra seats were filled beyond their normal capacity). kulula secured 332 items of coverage valued at over R8.6 million (AVE 1:1) over the campaign period (February to August 2010). The Opportunity Approach Outcomes Business results

86. Save Your Future example

87. Save Your Future example

88. Save Your Future example

90. kulula Not the World Cup example The campaign garnered massive local and international media coverage and thousands of new fans for kulula – online and real life ones. On a relatively small budget , Atmosphere secured local and international brand awareness through unpaid media exposure on international channels such as CNN, Taiwan News and BBC. This was despite strict marketing regulations from FIFA and without kulula being aligned with the World Cup as an official brand. In addition to attracting the goodwill of consumers and establishing kulula as fun-loving, truly South African brand , the campaign boosted ticket sales over the World Cup period.

91. Quick tips on drafting your entry

93. Some inspiration from Cannes 2011 (Because South African work is good enough to enter  )

94. http://www.youtube.com/watch?v=SAetcxXJRME

95. http://www.youtube.com/watch?v=HhRRi8iIL0o

96. http://www.youtube.com/watch?v=qUs2lBo2QjM

97. Questions?