How To Deliver PR Like Domino’s Pizza

Posted by Heidi Cohen on December 10, 2010 

6 Tips to Improve Your Media Relations

Bringing your food in thirty minutes or less, Domino’s Pizza is known for speedy delivery, good quality and reasonable prices. As a columnist and blogger, these characteristics are equally important in a PR professional.

Here are six ways that PR professionals are like Domino’s Pizza.

  1. Make it easy for me to contact you. Be accessible across communications devices. As a writer, let me decide how I want to contact your firm. The more options, the easier you make it for me. Among the alternatives are phone, email, text, social media or online PR center. I’ve tried using PR Centers and corporate PR email addresses that took days to get a response. If your firm falls into this category, you should consider whether you really want press coverage and set expectations for inquiries.
  2. Be ready to take PR requests when journalists call. While Domino’s Pizza has employees ready to serve during their store hours, you must have a PR professional ready to respond when a story breaks in today’s 24/7 news cycle or the media may go to your competitor. (CheckDavid Meerman Scott’s new book, Real Time Marketing and PR.) Further, media can encompass a wide variety of formats including bloggers and e-zines. If you want to be part of the news, you can’t just wait for old media, print and television.
  3. Provide useful information quickly. Like Domino’s deliver what the press wants swiftly. As a columnist, when I’m on deadline and need help, there are a few resources that I turn to because I know that they will turn around my request in my timeframe. Empower and train your PR staff to be able to provide timely turn around without a lot of red tape.
  4. Know where I live. Just as Domino’s Pizza doesn’t ask for directions to get to your house, PR professionals should read my columns, examine the media for which I write, and learn what topics I cover.  By doing your homework, you become a valuable resource to me and I’m likely to contact you when I need information.
  5. Offer me additional resources. Like the condiments that Domino’s Pizza adds, present other information or sources that might be useful for my story.
  6. Just deliver my order. Only give me the information for which I’m asking. Don’t send me useless press releases because, to me, they’re spam.

A great PR person is worth their weight in gold, even at today’s ever increasing rates. Follow these six easy steps and you’ll quickly make your way to the top of journalists’ autodial and get your story placed more broadly.

Do you have anything else to add to this list? It would be great if columnists,  bloggers and PR professionals contributed their perspectives.



T-Mobile is known for creating ground breaking events that everyone talks about. It shines a light on the brand and seeks to offer consumers a reason to consider joining the network. T-Mobile’s mantra is Life’s for Sharing, and its products and services are all about this simple truth. The Royal Wedding provided a unique platform to bring this to life so T-Mobile created a short spoof film of the Royal Wedding entrance to give consumers something to share with their family and friends. The budget was very small to launch the film as most of the annual budget was kept back for a major re-launch later in the year. However expectations were high because of the success of previous campaigns and the cultural relevance of the content.

Celebrity culture is a massive area of interest for our audience. They read, listen, talk and blog about celebrities on a regular basis. It’s crucial social currency. We knew they would be following the Royal Wedding closely, sharing info on the dress, the shoes, the guest list, etc on social media platforms like Facebook and YouTube.

Strategy and execution:
We wanted to build anticipation and buzz pre-launch and reward the online bloggers that had previously covered T-Mobile events so we invited them to the shoot and they tweeted what was happening (without revealing the details). We also released a teaser, to further build excitement, to other influential bloggers and key social media platforms like Facebook and YouTube. This started to create a buzz and fuel conversations about what T-Mobile were up to. Then on day 4 of the campaign we released the full 3 minute film and paid key bloggers to discuss and share it. We used sponsored stories on Facebook and promoted videos and pre rolls on YouTube to ensure consumers looking for wedding content would find our film. We ensured the video would appear in YouTube most viewed charts and top trending categories, therefore increasing popularity and exposure of the film.

It is one of the most successful launches of all time for an online brand video reaching 8 million YouTube views within the first week and 21 million within the first month. Justin Bieber tweeted to his 9m followers about it and Prince Harry liked it so much he even posted it on his personal Facebook page! It also got picked up by huge TV shows like “Have I Got News For You” on BBC1 and “Loose Women” – marketing gold! We saw a very positive uplift on T-Mobile brand health scores – comms awareness increased by +15% and brand consideration up +13%. When we asked consumers more specific questions like “does T-Mobile stand out from the crowd” scores were up +45% and “does a bit extra for customers” up + 62%!


Diesel: Be Stupid Advertising Campaign

“Be Smart” – that is what our parents and teachers told us since we were young. While Diesel, an international jeans brand, takes “Be Stupid” as its philosophy.

Diesel Stupid Philosophy

Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life.  You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant. ( Source from Diesel )

The “Be Stupid” campaign is looking for 100 creative individuals (so-called stupid acts) to feature its coming Diesel Stupid Music Video, and will double up as Diesel’s 2010 clothing catalogue. Meanwhile, the unique video will not only exhibit the new collection, it will also expose the participators and their creative cause by directing people to their personal website and social networks. The following is the campaign, enjoy it and you will find what the real “Stupid” is.

Smart May Have The Brains, But stupid Has The Balls.

Smart Critiques. Stupid Creates.

Smart May Have The Answers,But Stupid Has All The Interesting Questions.

Smart Has The Plans,Stupid Has The Stories.

Smart Listens To The Head.Stupid Listens To The Heart.

Smart Says No. Stupid Says Yes.

Stupid Is Trial And Error.Mostly Error.

Smart Had One Good Idea And That Idea Was Stupid.

If We Didn’t Have Stupid Thoughts We’d Have No Interesting Thoughts At All.

We’re With Stupid.

Smart Sees What There Is. Stupid Sees What There Could Be.

Only The Stupid Can Be Truly Brilliant.

Stupid Might Fail. Smart Doesn’t Even Try.

Smart Plans. Stupid Improvises.

Long Live Stupid.



Campaign Media Awards 2012 – Best Total Communications Programme: Ikea

To meet the challenge of making Ikea synonymous with the bedroom, and so drive double-digit growth in bedroom furniture sales, Vizeum’s campaign was designed to send the nation “happy to bed”.


On Channel 4, the agency created a TV campaign that secured the ten-second spot closest to 10.30pm every night for 20 weeks, with a “live” Happy To Bed clock reminiscent of the old BBC TV clocks. On Absolute Radio, Ikea sponsored Mark Crossley’s bedtime show, with a ten-second audio Happy To Bed clock broadcast at 10.30pm every night alongside listeners’ bedtime song requests. Online, the agency developed a digital manifestation of the clock with bedtime content; a Happy To Bed mobile app took the campaign to the bedside, while paid-for search and SEO drove people to Ikea’s Happy to Bed experience.

This article was first published on

Resource: Campaign Live. Referred 20.4.2013.