How does Droga build earned media for campaigns? Obviously they have agency PR people and trade pub contacts but curious about how they drive non-industry PR beyond the creative itself.

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-Agency and client pr people plan what publications to reach out to -agencies usually need client approval to pr work -is the pr goal to get the agency or the client press in relevant trade pubs? Well then the goal is AdAge, Adweek and/or whatever trade pubs matter in the client’s industry -is the goal to get “real people” talking about the work? Well, then just like strategists and creatives focus on the target audience, the pr people ask “what publications does our target audience care about,” and reach out to them -all of this is easier if the creatives ask themselves “what’s the headline?” When they’re coming up with concepts

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Based on how much PR the death of Mr Peanut got, I’ve lost a lot of belief in the thought that great ideas get great PR. I think great PR people get great PR, and I know Droga has some great people in that arena. My large agency in NYC sadly does not.

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That had huge budget behind it during SB, it’s a media package now during big events. Take moldy whopper as an example.

You dont think the creative drives it?

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I do, which is why I said “beyond the creative itself”...

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PR people also know who to talk to outside of Adweek and Adage area.

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That’s the role of a great pr-able idea then agency’s PR dpt in partnership with client’s PR agency will pitch it to trades. There’s no miracle, the idea must be 👌.

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