Lessons in PR from the Miss Pears Competition
In a recent The Telegraph article, the Miss Pears competition, in its day, Britain’s longest-running soap opera, was celebrated as a defining moment in brand history. From my perspective, it was a campaign that demanded both creativity and an immense amount of hard work. In this article, I’ll share the behind-the-scenes challenges and triumphs of running the campaign, giving a personal insight into the strategic decisions and tireless effort that went into making it a success. Reflecting on the experience, it was a project that I’m incredibly proud of, and one that left a lasting impact on the industry. Remember, this was before we spoke about reputation management or strategic programming, it was classic PR learnings I have used throughout my career whatever the sector – relating to the public that needs to hear your story.
The Background
When I first started in public relations, I had little understanding of the intricacies of the industry. I was fortunate enough to land a role at Welbeck PR (which later became part of Shandwick), an agency that represented Pears Soap. One of their flagship campaigns was the Miss Pears competition—a much-loved initiative that had been running since 1958. A campaign that set out annually to offer a little girl the opportunity to become ‘princess for a day in her life, before reverting back to normality’. It was a career-defining experience, teaching me invaluable lessons in media engagement, strategic storytelling, and campaign management.
The Role I Played
I joined the competition as a young Account Executive—right at the bottom of the ladder. My responsibilities ranged from the grunt work to key logistical elements, such as organising the competition structure and liaising with the press. These formative years gave me hands-on experience in executing a campaign at scale, teaching me how to balance operational tasks with media strategy.
Maximising Media Coverage in a Pre-Digital Age
The primary objective of the Miss Pears campaign was to secure extensive coverage across print, broadcast, and radio. However, in the 70s and 80s, the media landscape was vastly different. There were only four TV channels, a handful of national radio stations, and a strong regional press presence and, remember then, everybody read a daily newspaper be it the red top Sun or The Times whose circulations ran into millions every day. The challenge was not just getting coverage but keeping the story alive for as long as possible over the course of a year to ensure this wasn’t just a ‘one-time picture story.
We structured the campaign around the six TV regions—London & South East, the South & South West England & Wales, East Anglia, Scotland, North East, and the North & North West. By dividing the country this way, we could tailor stories for regional press and broadcasters, ensuring continuous engagement throughout the year. Each area received its own localised narratives, ensuring maximum regional interest.
Keeping the Story Alive
The competition attracted around 25,000 entries annually. Our approach was to drip-feed stories to the press—highlighting entrants, doing anniversary parties, and profiling past winners. This rolling content strategy kept the competition relevant for months.
Once we shortlisted candidates, we introduced a judging panel consisting of high-profile figures—such as renowned photographers Patrick Lichfield and Norman Parkinson, magazine editors, and representatives from the advertising industry. This was an intentional PR move; the judges themselves became newsworthy figures, adding another layer of media interest.
The Labour-Intensive Aspects of PR
Beyond media strategy, the campaign involved extensive logistical work. After shortlisting the top 30 contestants, we travelled across the UK to re-photograph each child. This ensured authenticity, allowed us to meet families, and helped pre-empt any potential challenges. Without modern GPS, we navigated the country with an A-Z map, coordinating visits through hotel landlines and phone boxes—highlighting the persistence and adaptability required in PR at the time.
Lessons for Today’s PR Landscape
The Miss Pears competition taught me fundamental lessons about PR, many of which remain relevant today:
- Know your audience: Ensure the story has external interest beyond the brand’s internal excitement.
- Craft compelling narratives: A successful campaign stretches a single idea into multiple angles, sustaining interest over time.
- Foster media relationships: In an era before digital PR, we had to speak directly with editors and journalists. While emails dominate today, personal connections remain invaluable.
- Master the elevator pitch: Whether it’s a happy human-interest story or a serious piece, you should be able to answer the who, what, where, when, and why in a single paragraph.
Final Thoughts
Reflecting on my time with the Miss Pears competition, I realise how foundational it was in shaping my approach to PR. While the tools and platforms have evolved, the principles of strong storytelling, relationship-building, and strategic media engagement remain constant.
No matter how much technology changes, the core of PR is still about crafting a compelling narrative and ensuring it reaches the right audience. That’s a lesson I carry with me to this day.
