In the PR world, clarity of message often results in the success or failure of a launch or brand’s success. Believe it or not, there are still so many conflicting brand identities being reposted and re-tweeted in the cyber sphere, all-resounding loudly, from brands both large and small.

With a multitude of available media outlets and ever-growing ways to deliver a message, we truly are spoilt for choice. Do we advertise, post, blog, tweet, insti or share? How do we know what is going to be best for a brand and how can we possibly keep up with it? And even more importantly, how does this all translate into the sales of a product?  From personal experience, these questions seem to be the on the lips of most brand managers.

Marketing has been completely redefined since the explosion of social media. Brands are discovering that a 1-page ad in a leading women’s magazine now often represents an extravagant waste of money, while weighing up the extensive choices out there. But then again, ads have traditionally been more quantifiable, PR never so, and now social media PR – well that’s a completely new ball game when it comes to ROI; Measurable results being the ever elusive Holy Grail.

One thing remains true, a good old-fashioned dose of consistency continues to work. Don’t overthink the brand or its delivery. A clear, concise message still will cut through the clutter. Choose maybe one or two delivery methods, without being everything to everyone.

While the Internet has offered us no limits, we as human beings need boundaries and that’s where brands can win. In summary, an effective campaign means:

·      Define your market, shelve those that are not relevant,

·      Clarify your position by polishing up your USP and

·      Choose your media carefully.