Credibility: Who You Gonna Call?

Q: What do Microsoft, Google, Red Bull, Linux and Starbucks Coffee have in common?
A: All of these brands were built using public relations (PR).

This was pointed out by Jayantha Sittampalam, Managing Director of Cameron Pale & Medina, a public relations firm that pioneered the ‘inclusive communications approach’. Sittampalam was addressing a seminar on ‘Category-led Marketing’, sponsored by Cameron PR, at the Ceylon Continental Hotel this week. The audience comprised CEOs and senior marketing professionals of Superbrands.

In the pursuit of awards, advertising agencies have tended to sacrifice effectiveness at the altar of creativity. “Awards have become the Holy Grail of advertising”, said Sittampalam. Embellishing his presentation with commercials from Budweiser and Nike, he suggested that foreign agencies were also guilty of this.

Over the past few years, advertising volumes have been increasing. Therefore, to be seen amidst the clutter and heard above the din, clients have had to increase advertising frequency and expenditure. Sittampalam points out that this leads to a vicious cycle with volumes increasing even further. As an obvious corollary, effectiveness is adversely impacted; the only beneficiary seems to be the agency.

Drawing extensively from Al Ries’ book, ‘The Fall of Advertising and the Rise of PR’, Sittampalam built a case for PR. He observed, “Many things that lose their functional purpose turn into art forms: painting, calligraphy, swords, horse-back riding – and Advertising!”

“Advertisements are one-sided,” Sittampalam said. In the communication mix, direct communication (what you say about yourself) is the easiest to craft to your specifications. This is exactly why it lacks credibility. Establishing category leadership is difficult without credibility, which advertising cannot establish.

Touting PR as a credible alternative, Sittampalam attempted to shatter the ad-value equivalency myth: “The difference between being front page news and having a front page ad is the credibility of the third party voice.” PR can establish credibility, but only if one walks the talk. This requires a new approach to communication, in which establishing credibility is the key. “The idea is not just to get space, but to get credibility by being unbiased,” says Sittampalam.

Inclusive communication establishes both: credibility and category leadership. In practice, inclusive communication strategy encompasses direct communications (above the line, below the line and promotions), indirect communications (media relations/ PR) and even non-verbal communications.

So what exactly is Category-led Marketing? Sittampalam sums it up: “If you belong in a category where there is already a leader established in the prospect’s mind, dislodging him is almost impossible. Instead, refocus and rename your category... You can have a situation where you are in advertising but you’re insignificant. So, recategorise yourself as the leading agency in the below the line (BTL) category, so that you become big in BTL.”

Claiming brand building as the natural domain of PR, Sittampalam advised advertisers to “accept what you already own in the mind. Go deeper, not broader.” He concluded that the new role for Advertising would be brand maintenance.

PR Case Study: An Indian Media ‘Takeover’
(Source: Cameron PR)
Client: Export Development Board of Sri Lanka (EDB)
Campaign: Launch of Sri Lankan exports gateway in Chennai
Year: 2005

Background
Following the signing of the Free Trade Agreement with India, the EDB wanted a permanent gateway in India for Sri Lankan exports. They rented retail space at the Spencer Plaza in Chennai, creating an opportunity whereby Sri Lankan products could be displayed, attracting potential Indian trade partners. This gateway enabled trade and consumers to see and purchase Sri Lankan products, and identify business partners to engage in long term trade between the two countries.

The communication budget for this bilateral trade promotion event was only Rs 4 million, which was too limited for any impactful advertising in the Indian media. (A half-page advertisement in The Hindu, for example, cost Rs 2.9 million.)

The Campaign
A PR firm was appointed to launch and promote the gateway. For the launch event to be executed in the atrium of the Spencer Plaza, the PR firm adopted a communication strategy relying almost entirely on publicity. The pre-publicity was carried out through the PR firm, state agencies and Sri Lankan diplomats.

Although the event area was visible for all visitors to the building - even from the top-most floor, the event was restricted to invitees only. This strategy alone created much hype due to the restricted access – with the inquisitive Chennai public actively seeking out information.

The event generated a torrent of publicity in six television stations on prime time. The post-publicity for the event included 27 Indian newspapers featuring the event in their columns the following day! With an extremely small budget, a launch of this nature would not have been as successful had it not been for the PR-led communication strategy that was adopted.