Public relations on the fast track

  Managing corporate reputation through strategic stakeholder relationships

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Sweet Smell of Success (1957)

A publicist pitching a journalist

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Sigmund Freud had an American nephew

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Bernays has been called the ‘Father of Modern PR’

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Public relations has ‘scientific’ roots

Bernays defined a PR professional as a “practicing social scientist” whose “competence is like that of the industrial engineer, the management engineer, or the investment counselor in their respective fields.”

He said that to assist clients, public relations counselors use and apply their understanding of behavioral sciences such as anthropology, history, social psychology, and sociology.

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Analogue public relations

• Based on relationships with face-to-face key

• There was attention span & focused thinking

• Analogue methods• Primitive technology• Deliberate and slow• Text was King• Ample time for stories• We measured media

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Digital public relations

• PR becoming more a science• E-relationships • Digital methods • No attention span; distraction

is a constant• People continuously online• Technology massively

propagates pictures, videos and ephemera

• ‘Content’ is King• Scant time for stories• We measure impact

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

What are we looking at?

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

What are we thinking about?

PR is all in the mind…

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Tapping into the unconscious mind

unconscious

decisionsthoughts, feelings, and desires drive purchasing

The Brand in the Story

Product placement is intrusive – breaks the narrative flow

The Brand as the Story

Product placement is unobtrusive – incorporated into the narrative flow

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

…so that those people will do and think

what we want

them to do or think

the story is the most important

things a company needs to tell its target audiences…

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The rise of Asia in the world of PR?

The Digital Opportunity for Asia

1960s1990s2000s

The rise of Japan

The rise of China

The rise of Korea

2010s The rise of Indonesia

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

The world’s largest economies(t

rillio

n cu

rren

t USD

)

Source: Citibank Global Economic Review February 21 2011

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Composition of world nominal GDP

26%

8%

25%6%

6%

29%

16%

8%

13%

7%11%

45%

10%

8%

8%

6%

19%

49%

North AmericaLatin AmericaWestern EuropeEastern EuropeME / AfricaAsia Pacific

201020302050

Source: Citibank Global Economic Review February 21 2011

Chemical

Materials

Constuction

Banking

Consumer Durables

Transportation

Capital Goods

Technology Equipment

Trading

36%

37%

39%

42%

47%

52%

53%

55%

83%

34% of the world’s top 2000 companies are headquartered in Asia

Source: Forbes Global 2000 list

Social media is endemic in Asia…

…but companies have been slow to engage

Asia

Global

40%

80%

Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010

Percentage of companies with at least one branded social media channel

Not any more

Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011

Percentage of companies with at least one branded social media channel

Asia

Global

80%

84%

40%

81%

2010 2011

Multiple streams

Three channels Two channels One channel None All channels

3%8%

24%

60%

5%

31%

17% 19% 19%14%

2010 2011

Number of company social media channels used solely or in part for corporate communications & marketing purposes

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Multiple platforms

Microblogs Social Networks

Corporate Blogs

Video

18%20%

12%

8%

28%30%

9%12%

2010 2011

Percentage of companies with an active branded presence on each social media channel

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Different patterns of engagement…

Thailand

Taiwan

Singapore

Philippines

Malaysia

South Korea

Japan

Indonesia

India

Hong Kong

China

Australia

70%

20%

30%

50%

80%

90%

70%

50%

70%

60%

80%

90%

90%

40%

30%

40%

100%

70%

40%

40%

70%

70%

90%

50%

10%

10%

20%

90%

20%

20%

10%

50%

70%

30%

50%

40%

80%

60%

70%

30%

40%

30%

30%

50%

MicroblogsSocial NetworksCorporate Blogs

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

Percentage of companies with a branded presence on each social media channel

…traditional areas of focus

33%

23%

10%

20%

8%

6%

Media & Influencer Re-lations

Corporate Social Re-sponsibility

Leadership Communi-cations

Thought Leadership

Crisis/Issue Management

Recruitment Marketing

Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

In it for the long run?

Micro

-blo

gs

Socia

l Net

wor

ks

Corpo

rate

Blo

gs

Video

Sha

ring

38%47% 46%

23%

62%53% 54%

77%

Active Inactive

Active defined as at least one post during the period July 01-15 2011

Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

To integrate, or…

Thailand

Taiwan

Singapore

Philippines

Malaysia

South Korea

Japan

Indonesia

India

Hong Kong

China

Australia

50%

20%

20%

30%

60%

70%

40%

20%

50%

20%

20%

50%

0%

20%

20%

20%

40%

0%

40%

20%

20%

30%

10%

50%

Home Page Integration Social Sharing Tools

Average of 121,257 ‘Likes’ per page – Up 406% yoyGlobal average of ‘Likes’ per page – Up 115% yoy

Average of 7,574 ‘Followers’ – Up 328% yoyGlobal average of 5,076 ‘Followers’ – Up 241% yoy

Average of 1,856,365 ‘Views’Global average of 680,747 ‘Views’

Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011

Increasing online interest in Asian MNC content…

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Persuasion 1.0

“Make the other person feel important and do it sincerely.”

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Persuasion 2.0

When people commit themselves in public to something, they have

created a new ‘image template’ of themselves

People will do and say whatever is necessary to

conform with their new public image

The death of deference

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

ZZZ…

1%

3%

93%

3%

Online Sentiment Around Asian Corporate Brands

Mixed

Positive

Neutral

Negative

Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums

Where are the opportunities?

The rise of digital storytelling

Global content foundries

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Everything that famously goes wrong is now called a ‘PR disaster’

http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

12 months away from a digital crisis?

Companies unsure how to proceed…

http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Be prepared to apologize

The New Challenge for Communicators

“…the past is over and it is the future that beckons to us now.”

Jawaharlal Nehru

http://www.slideshare.net/bmasia

Photo Credits

Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689Slide 8 http://www.flickr.com/photos/xiaming/1369788004Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183Slide 10 http://www.flickr.com/photos/85494010@N00/84202849

All other images from Microsoft or Wikimedia CommonsFlickr images sourced through http://compfight.com/

Burson-Marsteller Asia-Pacific

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