Creating more ideas for publicity campaigns
New ideas are hardly ever totally original; they are usually an extension of an existing concept. You can extract even more mileage from publicity campaigns by making existing concepts work harder for you.
UK consultant Andy Green in his book Creativity in Public Relations suggests using a matrix to extend publicity ideas. A matrix ensures you fully consider all the possible permutations for a publicity concept. A matrix will form a valuable checklist to ensure you have thought of as many publicity opportunities as you can that are based on a particular event.
When you think about each combination of ideas in the matrix, you will most likely think of further ideas that extend the original concept.
For instance, a matrix can be used as follows if you have the task of arranging a pictorial opportunity, also known as a photocall, about the launch of a project.
The matrix would list down the left hand column the various ‘talents’ that could be used for the project, eg mayor, sports star, CEO/president, oldest employee, child, celebrity/VIP.
Across the page in this particular case would be 6 columns representing 6 types of actions that could apply to each ‘talent.’
The actions in this case could be tape-cutting, tree planting, plaque unveiling, gift presentation, handshake for photo, and using a prop or visual aid that could be used for the occasion.
Obviously you wouldn’t get each person to perform exactly the same action as the other people, but they could perform similar roles, say, in different locations, on different dates or with different audiences. The matrix would help to determine what they could each do without overlapping too much on each other.