News
PRWeek, 06 July 2011
Advertising mail trade body goes on PR offensive following Panorama programme
If you weren’t watching BBC 1 on Monday 5th July 8.30 pm (or are not aware of its content) the likelihood is you are not involved in the direct marketing industry. For us at Eulogy! it was a big deal! When Panorama aired its latest investigate episode entitled, “Why hate junk mail?” a confusingly titled exposé of scam mail, we leapt into action. Representing both the DMA, Royal Mail and many other organisations involved in the industry, Eulogy! launched a PR offensive to curb the negative perception of the advertising mail industry that could arise from Panorama’s misleading and biased positioning.
Taking to Twitter, we used #panoramamail to generate debate and engage viewers, telling the other side to Panorama’s tall tale by releasing facts and figures about the value of advertising mail to the UK market, and highlighting the substantial differences between junk mail, scam mail and advertising mail.
Yesterday by 11am we had reached 47,908 people including consumer champions such as Martin Lewis, via 574 tweets (this has increased substantially since). As a result of the activity PR Week picked up the story and called us for our response. You can read PRWeek’s article here, or by clicking on the thumbnail above.
Lara Leventhal, MD of Eulogy! was delighted by the campaign. “We are bunch of very passionate people and when the media decides to knock the industry we represent, we get very upset! Working in conjunction with many of our clients we created the first-ever defensive social media stance and given the huge support and response we received - and the fact that the activity was picked up by PR Week – the campaign succeeded! A big thanks to all those involved!”
