Shop while you watch

Posted by Mischief, April 20, 2010

Is the Daily Express's headline for a double-page think piece feature on QVC, the TV and online shopping channel. We have a number of brands who people have an instant opinion on and QVC is one of them. The challenge is always not to dictate a positioning on people to get them to change their opinion, but to create content that makes people stop, think and reconsider their opinion. It's a subtle difference that (we hope) sets Mischief apart form the rest of the PR crowd.

Today's coverage is a result of month's of hard work, and is a valuable piece that makes people reassess their opinion and hopefully agree with the journalist's brand take-out: "What's not to like?". The next stage is to use this coverage to genuinely benefit the business, as a tool to build momentum with buyers, with presenters, with personalities.

The challenge is ever-present, but it's what motivates us to get up every morning.