Gold medal for 2012 PR
It really has been a textbook example of PR organisation – the right people in the right place saying the right things backed up by arresting visuals (Tom Daley diving into the Olympic pool to open it) and a nice community/public involvement with a party in Trafalgar Square and live coverage on the BBC. Even Boris Johnston generally behaved himself.
And this is typical of the Olympic PR campaign to date – sure, there have been wobbles over ticketing (particularly the second ballot), but it has been smooth, in control and with a clear plan and purpose. It obviously helps when the whole project has run to schedule (and budget), meaning that the ‘product’ itself is something people want to know about, but it is important not to underestimate the politics and pressure in such a high profile event. There are definitely lessons for all PR people – set out your strategy, put a long term plan together, ensure you’ve got crisis comms in place and then execute on it.
The only issue for the PR team now is keeping the momentum going over the next 12 months. Now that they’ve set the bar so high, they need to keep performing – all the way to the finish line.
- Olympics 2012: One Year To Go – BBC1, 7pm (mirror.co.uk)
- Events mark one year to Olympics (bbc.co.uk)
- Countdown to London 2012 begins with a splash (theglobeandmail.com)
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