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Why do some campaigns become famous while others don’t?

A PR Director explains how to make the most out of earned media in this exclusive D&AD Masterclass excerpt

What makes media and influencers want to share some campaigns over others? Jo Carr, Co-Founder and Chief Client Officer at Hope&Glory PR explains a few things brands can do to make their campaigns shareable.

Carr says one key thing campaigns need to do is make sure they’re tapping into the zeitgeist. “Brands leaning into culture is really what PR is all about, (figuring out) what conversations are being had and having that interplay with your brand,” she says in this exclusive excerpt from the new D&AD Impactful PR Masterclass, adding that controversy also always works to get people talking. Watch the video to preview this insight into embracing earned media. 

D&AD’s Impactful PR: How to Embrace Earned Media Masterclass will help you learn strategies to maximise your brand’s fame. It covers the formula to create campaigns with talkability, taking inspiration from award-winning brands as well as the frameworks to and methodologies that ensure your creative ideas have PR at their very centre. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.

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