What do the Olympics mean for PR?

When London won the right to host the 2012 Olympics, the economy was booming. Now, following a long recession, businesses are in a more sombre mood. At least the beacon of the Olympics has brightened up prospects for some PROs with exciting new briefs and media opportunities.

For example, at the Museum of London, it is all go for Andrew Marcus, PR manager. He believes that for all UK-based PROs with an international remit, there are plenty of new prospects as the world’s media is on our doorstep this summer. He says: “At the Museum of London we are making the most of the Olympics by holding a series of international media events specially tailored to the needs of foreign journalists. It may well be the only opportunity that they get to engage face-to-face with our brand, so we are going all out to give them a lasting memory of the museum, ultimately cultivating long-term relationships with some important stakeholders that we wouldn’t otherwise meet.”

However, for those who don’t have international customers, or who work in agencies with clients unaffected by The Games, London 2012 is less inspiring. Jim Hawker, co-founder of PR agency Threepipe says: “If you don’t work with any of the key sponsors then my feeling is that the Olympics has not been the gold rush that many agencies thought it would be. I haven’t seen much from the sponsors that has impressed me. How on earth the spots versus stripes Cadbury’s campaign even made it over the starting line is a mystery to me – a terrible campaign. It could win a gold medal for best use of a shoe horn though!”

Discussing what it’s like working a PR job for a brand that is one of the largest 2012 global sponsors, Gillette, Helen Ross, consumer director at PR firm Porter Novelli, is enthusiastic: “It’s fantastic to work on Gillette, a male-grooming brand that has a world-renowned heritage in sports. Having nearly 30 world-class athletes working as partners, such as Roger Federer, Ryan Lochte and Sir Chris Hoy, has enabled the brand to create a connection with consumers and inspire them through what The Games means to these athletes.”

Keeping control of such a large campaign is hard work, and Ross adds: “Working with multiple-agency partners to develop a campaign which builds momentum for nearly nine months across EMEA; at every key moment in the build up to, and during The Games has been a huge challenge.”

One particular challenge has been coping with digital media. Ross says that it is a delicate balance to give the brand sufficient prominence in an always-on digital environment while making it relevant and honest. But she concludes: “It is great to work on a project that not only embraces The Olympics as a time to reflect on the stars of the future, but one that will have a legacy beyond the summer of 2012.”

Olympic memories
 

Every Olympics leaves a particular memory, says Steve Chisholm, director of communications at sports marketing agency Fast Track. Here he describes how previous Olympics are thought of today, and gives his hopes of how London 2012 will be remembered:

• Twenty years on from the Barcelona Games in 1992, we think of regeneration and tourism drive.
  
• 1996 and Atlanta failed to leave a compelling story.
  
• Sydney in 2000 tells a story of showcasing a nation and celebrating humanity through sport.
  
• Athens in 2004 is remembered for strong historical content, but poor organisation.
  
• 2008 in Beijing marked the new China's coming-out party.
  
• London 2012 may well be remembered for the creation of new lives for people set against a brilliant backdrop selling Britain to the world. Maybe it's not the story which some in sport/health would want to be the legacy of the games but, for me, that will be an acceptable narrative for London 2012.