The ultimate goal of PR professionals is to help their clients reach their business potential. For this reason, Patrick developed IMPETUS, a unique, outcome-driven methodology designed to help organizations achieve their goals. How? By getting their target audience to take the desired action.
Let’s take a deeper look at what this means and requires.
Delivering New Impetus
“The basic criterion of communication success is to understand the values and needs of a client’s target audiences.”– Patrik Schober
This general rule is the foundation of any communication campaign. You need to understand the values and needs of your organisation’s (or your client’s) target audiences. Then you create a reason to engage by crafting a compelling story that inspires your audience to take the desired action. At the heart of this approach is the psychology of persuasion that uses techniques that tip the marketplace in your desired direction. Patrik coined it ‘delivering new impetus’.
Creating a Perfect Match
In his approach to PR, Patrik always not only highlights the distinctiveness of an organisation, i.e. its uniqueness, but provides its audience with compelling reasons to take the right action. He does this by putting the organisation’s purpose at the forefront. This attracts people who believe in what the organization believes in.
The crucial part of the IMPETUS methodology is, of course, delivery. In this regard, Patrik uses the PESO communication model. Let’s look at a successful campaign created with IMPETUS in mind.
Portu Case Study: Triggering Action and Delivering Leadability
In his book The art of leadership through public relations, Patrik describes a campaign he and his team created for one of the Czech Republic’s leading investment management companies, Wood & Company, and their investment platform Portu. The organisation was keen to be seen as the leader in personal investing and to expand its client base. However, this goal was hampered by the perception of many Czech adults that the state would support them in retirement and that there was therefore no need to save.
Portu’s purpose is to ensure that Czechs can enjoy their retirement – or to put it in a more emotive way, that they ‘do not die poor’. Patrik and his team had to find a way to communicate this purpose to the audience in an appealing and action-provoking way. Or, in other words, to help Czech adults understand the benefits of investing and the impact it can have on the quality of their life in retirement.
But how do you get people to engage with a topic that isn’t on their ‘radar’ yet? By knowing their psyche! Patrik and his team decided to trigger Czechs’ competitive nature by encouraging them to test their understanding of personal investing in a simple and fun way.
Bringing Purpose to Life
To achieve an ability to compete, Patrik and his team created a benchmark score for the average level of investment knowledge in the adult population called the Investment Literacy Index. In addition, a microsite was created with an online quiz that people could take for themselves and compare their score against the average Czech benchmark. Who wouldn’t try to beat the average score? The test soon proved to be very appealing.
Once the test was completed, the site provided more information about investing and offered to enter a free draw in exchange for GDPR-compliant permission to communicate. This was crucial to boosting leads and encouraging the target audience to take the desired action.
“We launched the Investment Literacy Index and the microsite at the end of October 2021 at a press conference to mark World Savings Day. We also used this event to announce Investment Literacy Month and utilised a mix of earned and paid media with the direct link to the microsite to drive interest and visits. We also arranged a partnership with one of the largest media houses in the Czech Republic to feature a series of six articles in a weekly supplement on finances. Each article focused on a specific investment topic to increase understanding (e.g. How to invest to provide for your retirement) and provided advice and stories about successful investors. Our approach was supported by several independent investment experts – making the test we created, and the information on the microsite, more credible.”Patrik Schober
The Value of IMPETUS
The power of IMPETUS methodology effectively guarantees that the outcomes always multiply the value of the campaign investment.
In Portu’s case, the integrated nature of the campaign, and its use of social psychology, delivered a 26-fold return on the investment. More than 9,000 people took the test during Investment Literacy Month, resulting in a steady flow of people opening an investment account. The greater understanding that the education program brought translated into a 2.5-fold increase in daily users of the Portu platform.
Last but not least, the Investment Literacy Index campaign has been recognised by multiple awards, including:
- The absolute winner of the most prestigious awards in the Czech Republic, LEMUR
- 1st place in B2C category in LEMUR
- 1st place in Financial sector category in LEMUR
- SABRE Awards shortlist
- 1st place in ICCO Global Awards
- 1st place in European Excellence Awards
Extending Leadability Across Europe
The power of Patrik’s IMPETUS methodology lies in its universal applicability to deliver leadability. It can be deployed anywhere in the world, as shown by the Investment Literacy Index, which was later used to deliver leadability in Slovakia and Poland – with the same level of campaign effectiveness! This is called delivering business momentum – or market impetus.
“Another way to describe the value I strive to deliver to organisations is the ability to lead wherever they need it.”Patrik Schober