PR in a Digital Age: Moments of Maximum Impact

26th October 2018 by Mark Pinnes

It’s said that the average modern person is exposed to 4,000 to 10,000 ads and consumes between 8 and 12 hours of content each day. It is getting harder and harder to achieve messaging cut through and yet brands are under pressure from their boards to show measurable, tangible impact from communications campaigns.

Audience engagement is getting more specific and targeted. This means we, as communications experts, have to do a much better job of intelligence gathering than we ever have before and have to become much more integrated with our clients’ business objectives if we are going to have a chance at landing our messages.

So, how do we make measurable, tangible impact for our clients in this digital world? This is a question we asked ourselves at Flagship and we’ve created a pretty robust framework to ensure we deliver. We have found ourselves at the intersection of planning, customer journey mapping, advertising and PR; taking lessons from digital marketing and mapping against our own communication skills, we have come up with a detailed planning process that we call Moments of Maximum Impact – or MOMI for short.

Using MOMI we map communications activities to the buyer chain. It requires a lot more strategic work upfront, increased sophistication in messages and detailed measurement at the back but we are delivering results. Most importantly, within this strategic framework, we have the ability to encourage brands to be brave and creative while staying safe in the knowledge that we are delivering the impact they are looking for.

If you’d like to learn more about Moments of Maximum Impact, please download the explanation we created for attendees of an event we held on ‘Customer Journey Mapping in B2B PR & Communications’ in October 2019.

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