By driving forward campaigns for leading brands on a daily basis, it is clear that while PR campaigns come in many shapes and sizes, every successful campaign contains the following five elements:

1. Simplicity

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People need to quickly understand the campaign and its aim. According to a recent article by The Telegraph, the human attention span has fallen from 12 seconds in 2000 to 8 seconds. Overcomplicating things will alienate potential supporters and run your campaign into the ground. Royal Mail’s Golden Post Box idea aimed to celebrate the success of Team GB as well as to gain greater positive coverage for Royal Mail, and is a great example of a simple but effective way to secure positive coverage. The post boxes became tourist attractions, with people queuing to take photos beside them. Subsequently Royal Mail were the only non-sponsor invited to join the victory parade in September, and they also received a higher volume of mentions during the Olympics than many of the global sponsors. Nicola Green, Telefonica O2’s Director of Communications and Reputation said: “The campaign was beautiful in its simplicity. Sometimes the simplest ideas, well executed, are the best ones.”</p>
<h3>2. A call to action</h3>
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