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PR Tips Know your audience
Senior Account Manager Charlie Robertson shares a few of his PR tips.
Having been at Square in the Air for over six years I’d like to think I’ve picked up a few helpful tips along the way which have helped our clients with brand identity and recognition. PR is an ever-evolving beast which makes it an exciting and, at times, unique industry to work in. It takes you to some pretty cool places and allows you to work with some amazing people.
17/06/2025
Know your audience
A very important factor to consider when putting together a campaign or idea is that it must hit the spot in terms of the target audience. Thorough due diligence is required as if the target market don’t react well, the campaign becomes a waste of time and resource.
Having been on the wrong side of that during my tenure at SITA, I really understand the importance of knowing your audience and the material required to make sure they are suitably engaged. At the end of the day, they are the ones who are going to move the campaign forward and we want them to appreciate the campaign and consume it in a way that encourages positive brand recognition.
There is certainly a stigma against betting with many believing it’s not a good thing and that means that our work needs to ideally appeal to these people as well as those more familiar with the industry. This doesn’t make it easy, but it’s a good challenge and one which we are always thinking about.
Our end goal is to get more people to know about the brand in a positive way, but this can’t happen if we don’t target the right audience in the most effective way.
Be creative!
I’m a big believer that no idea is a bad idea, particularly at the beginning of the brainstorming process. Some of the ideas I’ve put forward during my time at SITA have been a bit mad and while these often take a bit of tailoring, it’s a regular occurrence that they form the basis of a really good campaign.
Creativity is a huge thing in PR, perhaps even more so in the gambling industry, and it’s something that is crucial in order to stand out from the crowd. All agencies and businesses are striving to put their head above the parapet, so run of the mill ideas often get left behind, particularly in recent times. Paddy Power have very much set the bar in the gambling industry, and many argue that their ‘interesting’ and ‘unique’ campaigns are too off brand for others. However, that doesn’t mean that other companies can’t be creative and if anything it perhaps makes being imaginative more important than ever.
My advice in this area is to try and rip up the proverbial rulebook. Let your mind run free and really think out of the box as best you can. I find people are much more creative than they think they are, so just go for it, push the boat out and let the mind take over!
Be creative!
I’m a big believer that no idea is a bad idea, particularly at the beginning of the brainstorming process. Some of the ideas I’ve put forward during my time at SITA have been a bit mad and while these often take a bit of tailoring, it’s a regular occurrence that they form the basis of a really good campaign.
Creativity is a huge thing in PR, perhaps even more so in the gambling industry, and it’s something that is crucial in order to stand out from the crowd. All agencies and businesses are striving to put their head above the parapet, so run of the mill ideas often get left behind, particularly in recent times. Paddy Power have very much set the bar in the gambling industry, and many argue that their ‘interesting’ and ‘unique’ campaigns are too off brand for others. However, that doesn’t mean that other companies can’t be creative and if anything it perhaps makes being imaginative more important than ever.
My advice in this area is to try and rip up the proverbial rulebook. Let your mind run free and really think out of the box as best you can. I find people are much more creative than they think they are, so just go for it, push the boat out and let the mind take over!
Know your audience
A very important factor to consider when putting together a campaign or idea is that it must hit the spot in terms of the target audience. Thorough due diligence is required as if the target market don’t react well, the campaign becomes a waste of time and resource.
Having been on the wrong side of that during my tenure at SITA, I really understand the importance of knowing your audience and the material required to make sure they are suitably engaged. At the end of the day, they are the ones who are going to move the campaign forward and we want them to appreciate the campaign and consume it in a way that encourages positive brand recognition.
There is certainly a stigma against betting with many believing it’s not a good thing and that means that our work needs to ideally appeal to these people as well as those more familiar with the industry. This doesn’t make it easy, but it’s a good challenge and one which we are always thinking about.
Our end goal is to get more people to know about the brand in a positive way, but this can’t happen if we don’t target the right audience in the most effective way.
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