Doing the unusual is the essence of good, eye-catching PR. Doing something incongruous takes things a step further-the juxtaposition of wildly differing images is what is striking here.
The Lowry at Salford Quays, Greater Manchester, is really a major arts complex. It houses the Lowry Gallery, two theaters, bars, restaurants, and several smaller art galleries, but it tends to be perceived as being solely concerned using the function of artist L. S. Lowry.
For the PR consultants involved, publicizing the complex presented numerous issues. Even though it was named following Salford's most famous artist, the message needed to get across that it was a center for the performing arts as well as for paintings and sculpture: in addition, the brand itself was unknown. The PR individuals needed to communicate the Lowry's significance as a performing arts venue for the whole Northwest, and also needed to encourage individuals to buy tickets well ahead of the official opening date.
Spin Media, the PR consultancy involved, staged a "Ballerina on a Building Site" event in which ballerinas in leotards and hard hats danced on the construction website itself. This proved to be an irresistible photo opportunity for the press and TV. An opera singer sang from The Barber of Seville while shaving comedian Johnny Vegas's chest hair, and DJ Mark Radcliffe reported on the progress of the building during radio interviews, thus involving a younger audience.
More than the three days following the event, the box office received more than 1,000 phone calls. In the first two weeks it accepted bookings for almost £20,000 worth of tickets, and also the mailing list grew by 1,000 individuals a week.
Businesses, and marketers in particular, are prone to lumping individuals together in categories. Marketers are great at talking about "the consumer" as if it is one person, finance people talk about "the shareholders" or "the creditors," and (crucially) HR people speak about "the staff." Obviously we need to do this much of the time, if only simply because it makes conversation easier, however it pays to remember that each of these people thinks of themselves as an individual. Occasionally it's possible to emphasize this in PR, even though most PR operates through mass media.
BUPA (the British United Provident Association) is Britain's leading provider of private medical care. Founded in 1947, just ahead of the introduction of the National Health Service, it remains a vital part of Britain's healthcare infrastructure, filling in gaps in NHS provision.
BUPA wanted to improve its internal culture by creating greater employee involvement in the brand. The aim was to enhance service levels and reduce customer complaints, as well as offer employees with a feeling of belonging and team spirit. BUPA's PR individuals came up with the concept of "One Life." This was built on the power of one, the concept that a single person can change things. Staff with unusual talents or hobbies were invited to audition to take part in the program of events, and a video was commissioned showing interviews with customers explaining how their experience of dealing with BUPA staff had changed their lives for the better.
This method moves well beyond the "employee of the month" award (which is frequently nothing more than a huge embarrassment towards the recipient anyway). It celebrates individuality, and expands people out from being considered simply in their role in the organization.
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