PR Campaign Planning


What creative tactics replace the press release for tech services PR?

What creative tactics replace the press release for tech services PR?

What creative tactics replace the press release for tech services PR?

Why the need for new tactics?

The changing face of the media, with less staffing journalists on publications and more writers and bloggers to reach out and connect with, has had an impact on the way we do PR. But while content remains king, the staple of any B2B tech PR campaign – the press release – is becoming less favourable with journalists, and it’s losing its effectiveness in terms of media coverage. There is too much noise and not enough journalists. Although a press release is still useful for a launch, executive appointment, or other ‘hard news’ announcement, there are more creative routes to securing coverage for your business and boosting your brand.

Yes, newsjacking and a publication’s own forward features lists (if they exist) provide a chance to gain coverage. Yet the quality and quantity of this coverage is editorially dictated with the outcome of a PR’s pitch varying wildly from not being included in an article your CIO has interviewed for, through to snippet-mentions.

Here are our most highly recommended campaign tactics to maintain dialogue with your target journalists and writers and achieve some outstanding coverage.

What role can blogging play in engaging your audience?

If you haven’t already started, blogging is a highly recommended way to draw your audience closer to your brand and your business. This involves writing a 600–800-word article, or series of articles, placed on your website or posted via an executive’s social media LinkedIn account. With complete control of this content and its placement in your owned media, you can communicate your key messages in a quality article and position yourselves as industry experts on various sub-topics of the industry.

Through gaining likes, share and comments, you are building a community of supporters and our client experience has shown us that this route can even lead directly to sales meetings and high-level networking with decision-makers and industry influencers.

How can article placement help your brand reach?

Another way to target your audience, promote your story and extend your brand reach is to secure a feature placement in a top-tier technology media outlet such as ITProPortal or Channel Pro. Selected top-tier tech media outlets will accept contributions of a generous 1500+ words, which is secured through a carefully prepared and targeted synopsis to the editor. The resulting quality coverage, which appears like editorial, often contains your strategically-placed backlinks to ‘contact us’ or the homepage, thus driving traffic straight to your website. Other benefits include traction via social media to gain LinkedIn and Twitter likes and shares, as well as uploading coverage to sales pitch presentations.

What can a thought leadership approach deliver?

Thought leadership is an effective way of attaching authority and credibility to your brand. Undoubtedly thought leadership is a trending tactic in B2B PR. This is where you place a senior executive’s self-authored article in an influential publication of your choice on a topic relative to your industry which educates and informs your target audience. The article will elevate the brand through communicating the author’s expertise. Sharing a link to the published article on social media can have an impressive and instant reception with followers.

Can one-to-one interviews make a difference?

One-to-one interviews help to build relationships, open opportunities, and extend coverage so yes, they can have a considerable impact. By strategically pitching selected key journalists with a carefully prepared pitch that may include your recent business news, a set of topical and perhaps controversial technology topics for discussion with a senior executive or product manager, you’re more likely to get their attention. This can result in setting up one-to-one interviews with a spokesperson from the business. With a media-trained spokesperson who can tell the company’s story in an engaging way and communicate key business messages, the resulting coverage from the journalist is likely to be positive, decent in length and a good reflection of recent business initiatives.

Is there anything more valuable than an editorial endorsement?

There’s nothing better than third-party endorsement for a technology business. A case study which delivers your customer’s story – the challenges through to solution deployment and business benefits – is always highly sought after by journalists, and if you can offer an exclusive pre-written case study to a top-tier publication, you will be likely to obtain quality coverage. If the case study isn’t already written, it’s best to invite the publication to agree with you the desired length or ask whether they would prefer to interview the customer themselves – so when you know that a customer is happy to talk, go for it!

What value do roundtable discussions contribute?

A roundtable discussion is a way to attach credibility and authority to your brand by association. The aim is to forge connections with influential participants but also gain coverage of the discussion. You should pick-off key journalists or media outlets you are keen to engage with by inviting several non-competitive writers – perhaps two technology, two business/technology and management and even vertical titles, if you are in a sub-industry of tech, such as Fintech – along with a business analyst and academic, for instance.

With a pre-developed agenda and MC to steer discussion, the combination of perspectives on the issues makes for an effective debate. Writers enjoy being part of these events – they can spark off article ideas, show that you are following/setting an agenda and portray a media-savvy technology company which is worth contacting regularly for useful content and discussion.

Would your organisation benefit from more creative PR campaign tactics?

If you want to know more about how EC-PR can build an effective communications programme for your technology services business, please get in touch.

For more ideas, read our featured Case Study about how EC-PR helped Concirrus launch a new Insurtech platform to the marine insurance industry with exceptional results.

Or, if you’d just like to stay in touch – sign up to receive regular insights on how to make your PR work harder.

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Seven steps to creating a strategic PR plan

Seven steps to creating a strategic PR plan

Seven steps to creating a strategic PR plan

A strategic PR plan can help you move beyond rushed press releases and piecemeal media placements to get real results from your PR efforts.

To get started, simply follow these seven steps:

Step one: Set a benchmark for your strategic PR plan

The first step in the strategic PR planning process is to set a benchmark and review why you are where you are in terms of brand awareness and marketing performance. Start by benchmarking the strength of your brand in the marketplace with a brand audit, and ensuring you have a clear communications strategy in place.

From here, you can map out previous media coverage, take note of successful story pitches from the past, and consider the strength of existing relationships with journalists, bloggers, and other media figures.

Aside from editorial media, analyse the strength of your web content and social media to get a sense of what is working and what needs to be changed. Platforms like Google Analytics and Hootsuite can help you pinpoint content that is performing well and determine the qualities that helped it to appeal to your audience.

Step two: Define your PR goals and objectives

Setting your PR goals and objectives will be more effective with a clear idea of how previous campaigns have performed and you can decide whether you want to extend PR activity in a similar direction, or find a new approach.

Your overarching goals should be firmly aligned with a business and marketing plan — be this supporting the introduction of new products, expanding into a new area, establishing your expertise, raising brand awareness, or just boosting your bottom line.

These goals should then be distilled into specific and measurable objectives, such as increasing web traffic, getting coverage in top tier publications, or boosting your social media presence by gaining a certain number of engaged followers.

Consider tying your goals to the SMART framework – Specific, Measurable, Achievable, Realistic, and Timely.

To set measurable goals, you will need to consider how to track the results of your campaign. This might mean looking to specific metrics like the number of articles placed in top tier media publications, orders for a new product or service, mentions on social media, website traffic, or the amount of press clippings that mention your company.

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Step three: Determining the target audience for ‘this’ PR campaign

Determining who the target audience is for your PR campaign is a critical decision.  With your goals and objectives in mind, consider the decision-makers that can turn the tables of fortune in your direction — the individuals, groups and communities that have the power to choose your product or service.

Examine the demographics, psychographics, and digital behaviour of your ideal buyer, and create buyer personas. The more you know about your target audience, the more you can tailor your strategy to be effective.

strategic pr plan target audience
Depending on the nature of your business, you might consider these aspects of your target audience:

1 Location

Are they city slickers or country bumpkins? Knowing where your audience resides will help you pitch stories to the right publications, and tailor online content to the right locality.

2 Media habits

Do they read specific paper publications, or prefer to digest content online? Understanding the type of media your target audience engages with will tell you which media figures are worth pitching stories to.

3 Characteristics

What interests do they share? Knowing what makes your target audience tick can help you identify what sort of messages are likely to resonate with them.

Step four: Create key compelling messaging

With a clear idea of your target audience, you can craft compelling messages to provoke thoughts, words, or deeds.

The brand voice, language, and approach of your messaging will form the backbone of your campaign and guide all the content you create — whether that’s a pitch, press release, or social media campaign.

This messaging needs to reflect what the PR campaign is trying to achieve, and it should be concise, easy to understand and memorable. The messaging should also mesh with other marketing and communications activity including advertising. 

strategic pr plan media channels

Step five: Match your message to the media channel

You need to match your message to the media channel to secure the greatest impact. Once you have your key messaging, you can determine the type of content and preferred distribution platforms.

Find the paper publications and the digital stomping grounds of your target audience, decide which ones you will use to disseminate your message, and begin to build a media list.

Your choice of channel should be based on your target audience. Bear in mind that demographics can change, with audiences across social media channels constantly in flux as the services evolve, and traditional magazines pivoting over time to attract different groups of people.

Thought leaders are respected for their depth of knowledge while Influencers are generally admired for their celebrity.

Step six: Distribute your editorial

You need to distribute your editorial to named journalists who have an interest in your subject matter.  Once you have a small number of focused channels, check the editorial calendars of your target publications — whether mainstream media or digital creators — and consider the pitching deadlines in advance to create a content schedule.

The ideal schedule will consist of content published at regular intervals throughout the year. Consistent media coverage is more beneficial than singular events, creating a steady stream of engagement that draws more leads into the top of the funnel and boosts growth.

Step seven: Measure the success of your strategic PR plan

Don’t forget to measure the success of your strategic PR plan! The final step of a PR plan is very similar to the first: reviewing your objectives and measuring the results of your efforts. Compiling analysis of media activity across different platforms into a single report will then form a clear foundation for the following phase of strategic PR.

To start forming your strategic public relations strategy, reach out to our specialists today. And if you found this article valuable, read our guide to PR Campaign Planning or download the complete guide here.  

Or, if you’d just like to stay in touch – sign up  to receive regular insights on how to make your PR work harder. 

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Blu Wireless Tech PR Case Study

Blu Wireless Tech PR Case Study

Blu Wireless - Tech PR

How EC-PR built brand visibility in key target markets for Blu Wireless and achieved #1 Share of Voice in the UK amongst competitors

Context

Blu Wireless is disrupting the market with ultra-fast and seamless 5G mmWave solutions engineered for emerging connectivity needs – from smart city networks to connected vehicles and high-speed transport. Blu Wireless works with integrators, manufacturers and service providers to deliver the superior reliability and speeds of connectivity needed for the data-intensive applications of the future.

Challenge

Blu Wireless’ awareness in its key market segments was varied. In high-speed transport, it had a relatively high level of recognition but wanted to build strong thought leadership in key target publications. In other key target markets, such as defence, the brand needed visibility and wanted to gain recognition for their expertise in this field.

Approach

EC-PR proposed a 12-month media campaign titled ‘Leading with intent’ aimed at ensuring Blu Wireless becomes visible, valued and understood amongst its target customers (C-suite executives and technical experts such as Senior Engineers) across three core segments – public safety/smart cities, defence and high-speed transport, in both the UK and USA. The main objectives of the campaign were to increase brand visibility through thought leadership and establish a dominant share of voice on key messages.

The campaign was centred around a highly targeted proactive media outreach. This was underpinned by strong customer proof points/case studies, partnerships (Blu Wireless’ collaboration with Liverpool 5G Create), thought leadership content (an insight paper) and carefully crafted media narratives that highlighted the disruptive effect of mmWave technology on the future of the three vertical markets and the pioneering expertise that Blu Wireless could offer. 

OUTCOME

Within a year, Blu Wireless achieved #1 Share of Voice (61%) in the UK among its key competitors, with the next best competitor recording just 16% of the UK Share of Voice. The campaign generated tier 1 press coverage in key verticals, particularly in transport and defence-focused publications, such as Global Railway Review and European Security & Defence.

Blu Wireless’ partnership with the Liverpool 5G Project has also garnered a steady stream of coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

The ‘Public Safety Beyond Covid-19’ insight paper featured contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and Connectivity Technologies Ecosystems Manager at Facebook, helping cement Blu Wireless’ authority and visibility in the 5G space.

Blu Wireless logo

EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.

Ciara Barron

Head of Brand and Communications, Blu Wireless

EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation onto how to build awareness in the defence sector where we have started to see some positive results.

Mark Barrett

Chief Marketing Officer, Blu Wireless

Results

#1

Share of Voice in the UK against its key competitors

61%

Share of Voice compared to its nearest competitor who recorded 16%

Tier 1

Press coverage, such as Global Railway Review and European Security & Defence

Share of Voice in the UK against its key competitors

Share of Voice compared to its nearest competitor who recorded 16%

Press coverage, such as Global Railway Review and European Security & Defence

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technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Socura Cybersecurity PR Case Study

Socura Cybersecurity PR Case Study

Socura - Cybersecurity PR

How EC-PR transformed the Socura proposition into a compelling media narrative, delivered outstanding thought leadership and valuable marketing outcomes.

Context

Socura offers a Threat Detection and Response managed service, often referred to as MDR. The service acts as an extension of clients’ in-house capability and is operated by a team of highly experienced security experts. Socura’s analysts work in partnership with the customer to detect and defend against cyber threats.

Challenge

Socura was a new entrant to the highly competitive cybersecurity market looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

approach

EC-PR proposed a comprehensive PR launch programme that spanned the development of a Brilliant Ideas Bank – a repository of engaging ideas for thought leadership and comment, and an insight paper titled ‘Cyber Security in a Post-Pandemic World’, providing the business with an ‘in’ to discuss with the media and provide the brand with relevance.

The launch campaign also consisted of a highly targeted proactive media outreach that was looking to secure thought leadership article placements, media interviews and brand mentions in cybersecurity and health and care press – two key sectors for Socura.

OUTCOME

The Socura insight paper launch had an immediate and powerful impact on the brand’s share of voice and visibility, including SEO rankings. Coverage in tier 1 tech publications such as Information Age and PCR was accompanied by influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

The campaign continued with a steady stream of high-quality article placements, including in CISO Mag, Infosecurity Magazine, HealthTech Digital and Tech Native, firmly positioning Socura as a cybersecurity thought leader with a strong focus on health and care.  

Socura logo

EC-PR’s in-depth understanding of the cybersecurity industry has helped secure internal buy-in among our key executives and position them as thought leaders in the market. EC-PR’s strategic counsel has added great value to our PR function and empowered us to become more strategic in our approach to communications.

Andrew Kays

CEO, Socura

We have been totally sold on the value of PR. EC-PR’s expertise, dedication and the ability to transform our proposition into a compelling media narrative has not just built the foundations for our brand awareness and delivered outstanding thought leadership but also generated additional marketing outcomes, such as propelling forward our SEO ranking and social media engagement.

Anna Bancroft

Marketing Manager, Socura

Results

Visits to the
Socura website
increased by

Web-page engagement increased by

Engagement rate per session increased by

Visits to the
Socura website
increased by

32%

Web-page engagement increased by

54%

Engagement rate per session increased by

89%

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Cybersecurity PR

Cybersecurity PR

EC-PR is a B2B PR agency specialising in Cybersecurity PR and STEM industries. Read more about our Cyber Security offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

How much does a PR campaign cost?

How much does a PR campaign cost?

How much does a PR campaign cost?

This week we’re talking about PR campaign costs, expensive violin strings, and how much of your budget you should think about investing in a PR campaign.

How much does a PR campaign cost?

This is a question many have asked and will continue to ponder, but nobody will ever be able to answer succinctly.

The reason? There are too many variables.

We tried to refrain from using the classic idiom ‘how long is a piece of string’, but this really is a situation where you could spend £1000 or £100k, and anything in between.

When we asked our Managing Director, Lorraine Emmett, if it was fair to compare string and PR campaign costs, she agreed:

“It is very much like a piece of string. You can get all types of string. You can pick it up free second hand at an allotment or pay $20m at auction for a Duport Stradivarius violin string.”

This may not appear to be helpful advice at first, but Lorraine further explained that people will always want to know an overall basic cost and will continue to ask how much a PR campaign will cost.

The key for people asking this question is to consider what they want to use their string for, how important it is, and how much of their budget they are willing to invest in the string to meet their needs.

b2b pr campaign planning leads to business growth upwards arrow
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How much should I spend on PR campaigns? 

Whether you are considering running a PR campaign in-house or looking for a PR agency to help, asking how much you should spend on PR campaigns is the wrong question to be asking.

Ask yourself, what could effective PR do for my business? What problems could it solve? How could it help me achieve my key business objectives?

To help answer these questions, why not look at what your competitors are doing. Are any of them doing PR? Are they successful?

Once you understand what you want to achieve with a PR campaign, the question shouldn’t be how much money to spend on it. Instead, look at your budget and work out how much of it you think would be worth investing.

 

“It is very much like a piece of string. You can get all types of string. You can pick it up free second hand at an allotment or pay $20m at auction for a Duport Stradivarius violin string.”

– Lorraine Emmett

PR agency costs

Hiring a PR agency to launch tactical and strategic PR campaigns doesn’t necessarily mean spending more on PR, or less for that matter. You could spend the same amount on an in-house campaign as you would with an agency. The decision comes down to putting your money where there is the most experience and expertise so that you’re more likely to see a return on your investment.

That’s why many business owners will turn to a PR agency, in some cases saving money as a PR agency will have set costs and establish a plan early on, including how the budget will be utilised.

You’re paying for experience, connections, and expertise when you hire a PR agency, but this also gives you a greater chance of launching successful PR campaigns. If in-house campaigns are having limited success, despite you spending a fair amount of your budget on them, external expertise may be what you need.

One area in-house teams (which realistically usually comes down to the marketing department) often neglect is the groundwork before PR delivery is attempted. When the communication strategy and campaign planning isn’t undertaken properly, a scattered or ad-hoc attempt at PR results – which is most likely to be ineffective.

b2b pr campaign planning leads to business growth upwards arrow

One EC-PR client that recognises the importance of this strategic groundwork and how an agency can add value is Dave Kelly, Managing Director at 2i after we developed a communication strategy for the business

 

“You have offered us enormous value in getting us to this stage. When I think back to the lack of focus and structure that our message had originally to where we are today, for both our clients and our staff, it’s been a game-changer for us and massive thanks to you for that.”

– Dave Kelly, Managing Director, 2i

 

This solid groundwork proved to be a valuable base from which 2i could then build their reputation and external communications.

Working with a PR agency gives you the choice when it comes to gaining expertise in specific areas – for example, your businesses may be equipped to develop your communication strategy and PR planning, but you need help with delivery. Others may be fine with delivery but struggle with the preparation work.

Investing money in an agency to pick up these problem areas for you makes more sense.

Many agencies will have a minimum threshold when it comes to the budget and will not accept clients with a budget they feel won’t deliver a good return.

At EC-PR, we have a modular package approach, designed to let you take as little or as much advantage of our expertise as needed.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our comprehensive guide: B2B PR Campaign Planning for indispensible templates, examples and tools.

Download our pricing guide: How Much Does PR Cost? for our transparent modular pricing.

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

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What Does A PR Campaign Consist Of?

What Does A PR Campaign Consist Of?

What Does A PR Campaign Consist Of?

Planning on writing a couple of articles, whizzing them off to an industry magazine and thinking your PR campaign is complete? 

Mention PR to the uninitiated and they may just associate the word with news articles and press interviews, but there is a little bit more to it than that.

Read on to discover what a great B2B PR campaign should consist of and how you can make your campaigns stand out from the crowd.

Why Run A PR Campaign?

You could run a PR campaign for several reasons – to achieve a general business goal, launch a new product or service, raise brand awareness, revive older products, or show off your new brand. The possibilities are wide and varied but there should always be a purpose.

All the reasons to run a campaign will likely have the overarching goal of engaging more customers with your business. From brand awareness to thought leadership – the underlying goal is to attract clients and grow your business.

b2b pr campaign planning leads to business growth upwards arrow

The PR Planning Process

What activities should you undertake as part of the campaign planning process?

Without a doubt, the most important part of your PR campaign is the planning, or preparation. A thoroughly researched and well-planned PR campaign is a successful campaign. For best success, these are the components each campaign plan should include:

The customer journey – how do your customers reach you? You need to understand the journey your customers go through before they are ready to buy from you. Depending on what stage they are at in their journey, customers will consume different types of content or respond to different types of calls to action.

A marketing asset audit – once you have completed your customer journey, you need to establish where you are missing content, where there are gaps in the journey, or where processes can be improved. This missing content represents opportunities to influence and guide your customers towards your brand.  Remember – you want to make it as easy as possible for people to make informed decisions about you, or your products and services.

A target persona map – target persona maps help you delve even deeper into the mind of your customer and understand what turns them on (and off!), how and where they are likely to encounter your messaging and what the triggers would be for them picking up the phone or making an order.

The plan – by now you should have a deeper understanding of what your customer journey looks like, what makes them buy, where they ‘hang out’ and what work needs to be done at your end to improve any touchpoints. Now it’s time to plan what your live campaign will look like! This will involve choosing which media channels you will use, what activities you will carry out, key milestones, and who is responsible for what.

The media environment – once you have your persona front and centre of your plans, you need to consider and benchmark the competitive media environment. What are the prevailing and emerging BIG issues you need to have a position on; what are your competitors saying on these issues, which topics do you have a unique point of view on that will advance or challenge the debate and how will you evidence that point of view.

The content – now comes the fun part! Create a content calendar and work out what media needs to be developed, what the format will be, and how it will be distributed. A content calendar is not a campaign in its own right – but it can be used to support the campaign narrative.

Planning A PR Campaign

Now you’re familiar with PR campaign planning, are you ready to start? Your essential guide to executing a successful B2B PR campaign plan contains everything you need to get going.

What Does A PR Campaign Consist Of?

Your PR campaign may contain many different activities and channels and, depending on where your target customer goes for information, you will need to consider a mix of paid, earned, owned, and shared media.

Paid media – choosing a paid media channel will depend on your target market but two commonly used tools are paid social media adverts (Facebook ads, for example), and Google Adwords (Pay Per Click/PPC)

Earned media – is what others are saying about you. You pitch your business or content to bloggers, influencers, websites, and industry publications in a way that makes you worthy of talking about.

Owned media – the content you created, own, and publish on your own channels. For example, a blog you publish on your website. Or a podcast you promote via Facebook.  

Shared media – shared media is basically social media. Technically, your content may still be owned but it will be reposted, adapted, and even repurposed by others. The trick is staying on top of this and how others are engaging with your business and content.

b2b pr campaign planning leads to business growth upwards arrow

Who Is Responsible for Your PR Campaign?

PR campaigns can be assembled by either an in-house team, overseen by a marketing manager or director or undertaken by an external specialist agency.

If all the above sounds like a lot of work…yes, it is but if the process is followed correctly, your margin of error is vastly reduced, and the likelihood of success is increased. That doesn’t mean it will be easy though.

For that reason, you may choose to engage a PR agency. The professional experience, advice, and practical help a PR company can bring to your campaigns will be unrivalled. It’s also worth looking for a PR agency with experience in your sector or at least specialising in B2B PR activities.

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our comprehensive guide: B2B PR Campaign Planning for all the templates, examples and tools mentioned in this article.

READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy

watch our video: how to identify your target audience”

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Including valuable example PR campaigns, templates and tools.

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