Moving beyond one-off ideas: Crafting PR campaigns with lasting business impact

PR agencies have traditionally been known for their ability to generate creative and attention-grabbing one-off ideas. While these can lead to short-term publicity, what lasting benefits do they offer a client's business in the long run?

“While a one-off PR stunt or KOL collaboration might capture fleeting attention, building a strong brand reputation takes time and consistency,” said Crystal Wai, managing director of 5ives Communications.

“In an age where businesses seek meaningful, sustained growth, PR professionals need to move beyond single wins and curate campaigns with the foresight of driving real long-term impact on a client's business. We’re in the business of selling for our clients, and so all creativity should be based on strategic market insights,” she added.

Putting this in practice has earned 5ives Communications considerable industry recognition, as it took home the silver award in the Best PR campaign – Customer Acquisition category for its client, Hong Kong Disneyland Resorts (HKDL). The agency has also been awarded bronze in the Best PR Event, Best Use of Influencers and Best PR Campaign – Travel & Hospitality category at the MARKETING-INTERACTIVE PR Awards HK 2023.

“I think we need to strike a careful balance between brand-level and product-level PR. They serve different purposes. Brand communication aims to build up brand loyalty, in turn winning the hearts and minds of consumers, while product communication is all about creating sales,” Wai said.

A research by Harvard Business Review showed that brands with strong emotional connections to their customers have a 306% higher life-time value.

In order to achieve this, 5ives Communications launched HKDL’s new nighttime spectacular “Momentous” through a social first two-pronged PR campaign. Launched during the pandemic when the travel industry was struggling to stay afloat, the “Momentous” campaign celebrated every stage of life – from tender new beginnings, the playful joy of childhood to growing up, and overcoming obstacles.

With a thoughtful selection of influencers and careful curation of authentic personal moments and content in the market, the campaign succeeded in resonating with consumers, garnering positive attention that greatly benefited both the show’s launch and the brand.

While one-off PR ideas may create short-term buzz, they often fail to deliver sustained, meaningful benefits to a client's business. To truly make an impact and provide value that stands the test of time, PR agencies should move beyond fleeting stunts in pursuit of strategic and long-term campaigns. It's time to walk away from the allure of quick wins and embrace the power of campaigns that create lasting, positive change.

This article is sponsored by 5ives Communications.