The document discusses how to be a "PR Unicorn" by using Edward deBono's "Six Thinking Hats" method. It describes the different roles or thinking styles associated with each colored hat: blue for project management and criteria setting; white for data analysis and storytelling; red for emotional appeal and gut instinct; green for creative solutions; yellow for pivoting campaigns; and black for protecting client brand identity. The document provides examples of how PR professionals can apply these different perspectives to strengthen their work.
10. @katherynrwatson@kaizen_agency
outreach timeline
client communication
press release
copywriting
email templates
research & data
design dates feedback rounds
ideation quality check
client calls launch date exclusive outreach
overall design idea scope session
awareness days KPIs & link-tracking brand voice
prospecting social campaign
on-page assets embed code email scheduling
re-angling client reporting
11. @katherynrwatson@kaizen_agency
Ask the right questions
1. Why are we doing this campaign?
2. What is the main point of the piece?
3. Are we drifting too far from the brand?
4. Is this newsworthy?
5. Will anyone be interested?
19. @katherynrwatson@kaizen_agency
Data sources we had Stories we could tell
Global usage of mobile wallets
Attitudes towards mobile wallets, by
age
Mobile wallet adoption rate by each
platform
Mobile wallet transaction value
around the world
Devices that support mobile wallets
27. @katherynrwatson@kaizen_agency
Which performed the best?
Where to go in February: 18 Country Colour
Palettes From Around The World
81%
Explore the World: Country Colour Palettes by
Temperature
38%
Shades of Summer: Where to Take Your Holiday
Break According to Colour
64%
Headline: Open Rate:
51. @katherynrwatson@kaizen_agency
Pepsi failed
The brand The piece
The audience The publication
Found it insensitive
Link between activism
and soft drinks?
Was culturally
inappropriate
Scrutinised the advert
to the tiniest detail
55. @katherynrwatson@kaizen_agency
To summarise, a PR unicorn:
Offers a creative solution
Can pivot a campaign
Protects brand identity
Uses data for storytelling
Trusts their gut instinct
Asks all the right questions