Public Relations (abbreviation PR): the business of giving the public information about a particular organization or person in order to create a good impression.
This is how the Oxford English defines PR. Another way of putting it is securing a vast quantity of coverage with ideas of great quality – and at 72Point we deliver these twin objectives everyday for our clients.
News Generation
News generation is looked down upon by some PR professionals but we believe it is the future of PR. Any creative that appeals simply to its creator – or the client paying for it – has intrinsically failed, for it must also appeal to the publishers who we rely upon to convey its messaging to the world.
Great PR exists in the space between creativity and pragmatism. At 72Point we are proud to have journalistic talent and experience at our core – but we also understand that great creative thinking is the central pillar of our business.
In 2018 we finally stepped out of the shadows to claim our place in the PRWeek Top 150 – ranking in the top 20 consumer PR agencies in the country.
We use many methods to create content and to grab the attention of news, picture and video editors across the whole spectrum of the media. And they work – for in 2018 alone we have delivered more than 20,000 pieces of print and digital coverage and broadcast audiences running into the many millions for clients like British Airways, Sky, Volkswagen and Just Eat.
We use OnePoll – our sister company – to provide the insight to allow us to start national, and indeed international conversations on occasions tapping the opinions of the very consumers brands are trying to reach to create headlines and land mass coverage.
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Stand-Out Projects
One of our projects for our client ChannelMum made a huge splash on an international scale, landing in major lifestyle publications Marie Claire, Cosmopolitan, Harper’s Bazaar, OK!, Stylist and Grazia. Driving public conversation around the issue of soon-to-be-extinct baby names, with an online readership of 1.37 billion and coverage in a massive 168 publications in the UK, US and Australia, our client reached new heights of widespread brand awareness as the most prominent and trusted online parenting community.
We also created a campaign in collaboration with Sky Mobile that revealed that Britons will waste £30,000 over their lifetimes on direct debits and services they do not need. Our creative team were challenged to come up with an idea to propel the brand into the national news agenda and we didn’t fail, landing insightful coverage in The Times, Mirror, Express and Sun as well as radio coverage on BBC and talkRADIO within hours of the story landing.
We produce high quality video that brings content to life in this digital age – where social media plays and ever increasing role in our lives. In 2018 a social media project for new CBeebies programme Bitz and Bob achieved 488,000 views and 115,000 comments, likes and shares, tackling gender stereotypes in a fun and creative way and showcasing the talents of our Social Media Outreach department.
And we build graphic puzzles, infographics and digital quizzes. We achieved a massive 191 pieces of coverage with an interactive quiz project for British Airways which challenged Brits on their geographical knowledge, achieving 16k plays, 2:40 minutes average dwell time and extremely high engagement with 80% of quiz views leading to completion, whilst landing high quality media coverage around the world in the process.
Maximising High-Profile Announcements
We don’t simply create content however…our expertise also lends itself to advising on corporate strategy and social responsibility. In November 72Point worked with Volkswagen and their partners to achieve staggering levels of coverage across mainstream, retails, automotive, specialist, environment and sustainability media to announce their partnership to create the UK’s largest free supermarket EV charge network, rolling out 2,400 EV charging bays across 600 Tesco stores over the next 3 years.
72Point were appointed as the PR agency to manage this high-profile announcement, creating compelling content and reaching a mass audience. We also achieved coverage across offline, online and broadcast channels to maximise our client’s announcement.
72Point were able to expertly control the key messages of the content, ensuring that figures and statistics remained consistent in coverage across 27 countries with the same 5 key messages landing 90 – 100% of the time.
Results:
- 401 pieces of coverage
- 3.94B online readership
- 8.45M estimated coverage views
- 2.32 social shares
- 53 average domain authority
- 9.47M online readership
- 12.7M broadcast audience
- Media value delivered = £2.8million.