A Not-So Unfortunate PR Plan

PSA: my new favourite Twitter account, (as of today) is the Series of Unfortunate Event’s page.


I often talk about what happens when brands get their PR wrong, but what happens when they get it right? I often see a lot of good PR, I mean, it’s all around us every day (whether you realise this or not). Often though, it doesn’t warrant any particular appraisal or acknowledgement from me (mishaps and mess ups make for a much more interesting read). So, waffling aside, for me to write about a brand and how they have executed good PR, it has to be pretty special.

But, special it was by the ‘A Series of Unfortunate Events’ Twitter page. I’m a big fan of the show but I promise I’m not biased, I actually only followed them for updates on the new series but glad I am that I decided to.

This brand’s PR efforts are uncanny. They’re witty, creative and funny, not to mention thoroughly engaging. I’ve thought this for a while now but today their prolific efforts really topped the scales for me….

In light of Friday the 13th (the most ‘unfortunate’ day ties in well with a story about the most unfortunate children) the show released a video. If you haven’t seen it yet, you can catch it here and I’d highly recommend that you do.

If you don’t watch the show, you probably won’t understand it so you’ll just have to trust me when I say it’s genius.

The brand has actually delivered a number of A+ PR efforts since the release of the second series, including:

A ‘Twitter Takeover’ by one of the shows characters, which I thought was really special and a great initiative in getting people to interact with the brand.

Not to mention their witty (and funny) use of gifs…

Basically. This brand (to me) is everything a TV show should inspire to be. Though they’ve not been avidly active for as long as other accounts (the Friends account is another of my favourites) they definitely have the creative edge and that is exactly what you need in PR.

If you take away anything from this post, take away these 3 things:

  1. If you run the accounts for a TV show, being as interactive as possible with the goings on in the show is the way forward (I love the interventions they do from Carmelita)
  2. Even if you don’t run the accounts for a TV show in particular, creativity full stop is a great way to get your brand out there. Take note of Poundland and their controversial ‘elf on the shelf’ ads over Christmas. Love them or hate them, you have to admire the tweets for getting people to talk about the brand.
  3. Finally, it’s a great show in general and well worth a watch (I said I wasn’t biased, but perhaps I am just a little)

Creative campaigns are what get you noticed, and noticed I have. I can’t wait to see what this brand has up its sleeve and I don’t doubt that it’s going to be just as impressive as their previous efforts.

So, how do I apply to be a member of their social team?

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