Single Minded Proposition & PR Campaign

The need to understand the importance of a single minded proposition when devising a Public Relations Campaign holds the power to execute and deliver excellence, Just like a solid foundation holds a building from swaying and gives it structural strength, a simplified, clear and concise single minded proposition paves way for an effective image building.

SMP can be implied across the wide array of PR tools available but before setting a strategy, the communications team should be able to decipher the pros and cons of the brand. Single minded proposition are compelling reasons why the potential customers should believe in the proposition? - this is however, not an opportunity to include all the secondary selling points that was excluded in the main proposition.


How does a communication specialist identify and set the tone for SMP correctly? we need to review the following key points:

1. Product characteristics - can be ingredients, durability etc
2. Price characteristics like lasts longer, cheaper etc
3. Image characteristics like quality, good value, friendly etc
4. Direct comparison with competitors - owning a unique stand
5. How the product is made?

Just like the creative process in advertising, the process of devising a effective PR strategy must undergo a treatment from research to an analysis of target audience's profiling, an attempt on reading their mindsets to anticipating the reaction. Once, SMP is developed, it must be applied throughout the PR campaign to establish credibility around the brand. Consistency in communication when referencing a PR campaign is an absolute must, Communication should be designed and done in absolute coordination with the single minded proposition to yield better and quick results.