Showing posts with label results. Show all posts
Showing posts with label results. Show all posts

Operation Cunning Plan

We here at The View are massive Blackadder fans, so you can imagine our excitement when we found a real-life namesake for the fictional Edmund Blackadder. Forces War Records, a leading genealogy website and one of our clients, help thousands of people to locate their family in millions of war records, and to subsequently make sense of the information they find, so it was fascinating to see the process being applied to the cast of Blackadder.

Once we had received confirmation that all of the characters had real-life counterparts, the process of excavation began. We were particularly keen to find photographs of all the characters, and so wrote to the universities and schools which the namesakes had attended to try to track them down. Sadly, we were only able to find Lieutenant George, although he does cut quite a figure in his uniform. Staff, both here and at Forces War Records trawled The National Archives for more information to flesh out the story, and give the characters life. We even sent one of our own, Sarah Wright, down there to gather some key images.

Forces War Records were able to uncover some amazing information about the lives of the real-life namesakes for the Blackadder cast, proving that while all the characters shared their surnames and ranks some were more like their First World War counterparts than others. Both Blackadders were career soldiers, who rose up the ranks before the war, serving overseas before fighting in the Somme. Similarly both Lieutenant Georges attended Cambridge, where they rowed for their colleges, were artists, eventually pilots, and, tragically, died in the trenches.

From here the characters diverge slightly from their fictional counterparts – the real Baldrick, although also from humble origins, was able to read and write, and is listed on the 1901 census as a scholar. However, the most dissimilar was Captain Darling. The fictional Darling was a shirker, educated at Ipplethorpe Primary, who had a girlfriend called Doris. The real Captain Darling was a hero, fighting at most of the major battles; Mons, Marne, Aisne and Ypres, he was educated at Eton, and married with two children.

With the story fully researched, and releases drafted, edited, polished and finally approved, it was time to wait for broadcast day. Media sell-in had started the day before and so by the time we got to the office we had acquired a number of national newspapers and soon were busy clipping out articles, trawling the internet for stories, and tweeting away to share the good news! Meanwhile Sarah was in London, schmoozing with celebrities and historians. Between this, she managed to shoehorn in 26 radio interviews with Tim McInnerny (who played Captain Darling) and Tom Bennington (the amazing young researcher who uncovered the information), which is amazing, considering that normally broadcast days average around 10-15.

The pick-up on the story has been incredible and we’ve been very busy in the office ever since capturing articles in print and online, as well as social media mentions, which have abounded! All this despite the fact that our story broke on a very busy news day, shows how strong the story was. All in all it was a really great validation of all the hard work and effort which went into creating as well as promoting the story, and we’re pretty proud of how well the story has done.


by Ellen Whitehead

Planning & PR

By Andrew Serednyj, 15 March 2010

In much of the recent comment on the integration of ad agency styled planning into PR, the focus has been on the outputs. Having a planner in a PR agency naturally means better creative ideas and better evaluation.

Where there has been little comment is on how? What do planners do in a PR agency? And how does it change the traditional working practices and thinking of the agency?

An uncharitable view might be that PR agencies carry on working the way they always have done, but the addition of some clever thinking, talking and arguing will allow them to sell more interesting work and will naturally mean better evaluation.

The thing is; this isn’t how things work.

Firstly you need to distinguish between having a planning culture and just having planners. If nothing changes apart from some people called planners wandering around the agency, guess what, nothing changes.

Secondly it means having everyone at the agency adopting a new mindset. There is a tendency in PR to go straight from brief to execution without pausing for thought. For a planner to do some useful work they have to create a pause for thought. Whether it’s through the introduction of formal creative briefs or some other device, planning has to disrupt the traditional way of operating to give itself a chance of working.

Thirdly it should mean that the expectations of what planning helps to deliver in PR agencies, is properly presented. The sole aim of a planner is to produce more effective communications that address client problems and consumer needs. That’s it. If it’s a coupon promotion in The Daily Star that works, or a live webcast with your brand and Lady Gaga atop Big Ben that works, I don’t care as long as it works.

Having a clear picture of what ‘works’ allows you the chance to evaluate results properly. Evaluation is not about finding some kind of silver bullet of analytical veracity. The primary element that planning can add is by setting out objectives for activity that are clear, unique and therefore more likely to be measurable.

Planning has to make a difference to the PR agency before it can make a difference to the product of that agency.

Of course the easiest way of doing this for a planner is to start your own PR agency.