MSLGROUP‘s chief strategy officer Pascal Beucler shares his insights from Cannes Lions Festival of Creativity this year, where he was a judge at the PR Lions awards. Here is an excerpt from the article that appeared in Holmes Report ‘Cannes 2013: The Rise Of ‘People Relations‘.
Big ideas, when inspired by great insights and research, are much more powerful than déjà-vu copy-strategy angles. Many of them are tech-based, utilizing the unlimited power of PR’s favourite battlefield: earned media. By amplifying the immense resonance of Twitter, Facebook and other social media, they become massive weapons. Developing apps is also a mandatory PR ability today, whether for bringing a powerful crowdfunding component to the campaign or exploiting the great resources of social gaming for instance. Sometimes, the innovation is more modest: just an ordinary object, which fast becomes a star, and a must-have.
Watch: Live @Cannes – Pascal Beucler: A GREAT IDEA IS A GREAT IDEA in which he discusses the selection of the category Grand Prix. It’s not about “public” relations, but “people” relations, he chides.
Originally posted on HolmesReport