Looking Forward on PR Industry- PR Past Present and Future
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Transcript of Looking Forward on PR Industry- PR Past Present and Future
What is PR?
Public Relations: Past, Present, Future 4
Public relations (PR) is the way organizations,
companies and individuals
communicate with the public and media.
Public relations (PR) is the practice of managing the spread
of information between an individual or an organization
(such as a business, government agency, or a nonprofit
organization) and the public.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
a brand is ... all of the promise and perceptions that
an organization wants its market to feel and believe about its product and service offerings
a brand is an asset It is a property
with a measurable value that should be maximized
what values? • business value
– size (topline): value, volume – profit (bottomline): profit
• market value: – the position in the market :
market share
• consumer value: – the perception of the consumers: brand awareness, brand image – the relationship with consumers: penetration and loyalty
.. which means....
growing a brand
increasing business value
increasing market value
increasing consumer value
=brand goals
Brand goals
increasing business value
growth in terms of size (topline): • increasing sales volume (volume growth)
• increasing sales value (value growth) e.g: - sell more bottle of shampoo at same price - sell same amout bottle of shampoo at higher price - sell more amout bottle of shampoo at higher price
growth in terms of profit (bottomline): • increasing profit
e.g: - cost management vs sales target/achievement
increasing market value
market share = position in the market = how is our performance in comparison to competitors
growth in terms of market share
• volume share
• value share
Brand goals
increasing consumer value
perception of consumers: • increasing brand awareness
• increasing brand image
relationship with consumers: • increasing penetration
• inceasing loyalty: usage amount & frequency
brand goals:
Brand goals
.. to achieve these brand goals .. a brand needs to formulate : brand strategy, that covers a mid to long term period
that will be a starting point for marketing activities that is needed: communication, activation, sales
which will define: a brand task, to be achieve in a short term period
brand strategy
brand task brand task brand task
activities activities activities
innovation communication activation sales
Y1 Y2 Y2
brand goals
... to ensure that the positioning is translated well in all elements of contact,
a brand mix strategy is needed...
brand positioning
brand mix strategy
strategic agenda
... is a guideline to execute brand positioning into the 5 P’s:
• product: product architecture • product & packaging design strategy • price strategy
• channel strategy • communication strategy
brand strategy
Communication Strategy
consist of: • communication platform: the
creative translation of brand positioning, to be applied in all kind of communication (advertising & activation)
• overal communication strategy: pritority targets, preffered media and level spends
brand strategy:
brand positioning
brand mix strategy
strategic agenda
PR
PR Overview
Traditional Definition PR is an essential management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the publics upon whom success or failure depends. PR is a planned, deliberate, four-step process based on ethical practice and a body of knowledge
Public Relations: Past, Present, Future 23
MANAGING REPUTATION
Disciplines • Research
• Counseling/Advising • Government Affairs • Investor Relations • Development • Multicultural Affairs • Issues Management • Media Relations • Crisis
Public Relations: Past, Present, Future 24
• Communication • Public Affairs • Community Relations • Employee Relations • Publicity • Marketing Comm. • Promotion • Advertising
Disciplines
Public Relations: Past, Present, Future 25
Core Concept Help organizations communicate to the publics that are important to
their success. • Voters • Elected Officials/Government • Businesses • Consumers • Employees • Media
It is about relationships – creating, nurturing and maintaining
Public Relations: Past, Present, Future 26
transformation of perception
pesimistic
optimistic
ignorance emotionally attached
“I don’t think they care”
“What have they done
here?”
“what can you expect from the company
“…it’s a bad company”
“so proud of it”
“my kind of company”
“has made my life easier”
Practical Definition
Proactive management of stakeholder perceptions of an entity.
• Change behavior, attitude or beliefs
• Reinforce behavior, attitude or beliefs
Public Relations: Past, Present, Future 29
Goals
• Managing identity & perception about company • Strengthening and promoting positive reputation • Responding public’s concern and interest on company
Reputation Management Goals
• Focus on how company connects with the stakeholder • Building and nurturing professional relationship with media, stakeholder and peers
Relationship Management Goals
• Media relations activities
Task Management Goals
Public Relations: Past, Present, Future 30
Portfolio
• Use the technology and strategies (both traditional, enhanced and
new) at your disposal to manage perceptions about “your client.”
• Always tied back to a business objective
Public Relations: Past, Present, Future 31
• Part Journalist • Editor • Researcher • Media Planner • Creative Director • Marketing Director
• Event Planner • Customer Service Rep. • Web Designer • Content Curator • Community Manager • Social Media Strategist
PR 360
Public Relations: Past, Present, Future 32
CONTENT
THE MEDIA DECISION
MAKER
INVESTORS
BLOGGERS
CONSUMERS
SHAREHOLDERS
INFLUENCERS
We work with media and engage all opportunity with all stakeholders to create value for brands
Stakeholders
MARKETING
PR ADVERTISIN
G
COMPANIES WANT: • Direct consumer access • Opportunities to engage with
audiences • Continuing messaging that is
easy to share • Analytics, ROI They want to communicate in a way that combines PR, Marketing & Advertising
PERCEPTIONS MATTER (There Is Such A Thing As Bad Publicity;
Particularly Today)
Public Relations: Past, Present, Future 35
What This Means • Information is everywhere;
more channels
• Information is free and everyone Is an expert
• Harder (and easier) to gain exposure
Public Relations: Past, Present, Future 40
What This Means • More “noise” to listen to – need tools to
sort through everything!
• Different channels = different approaches
• Reduced reliance on traditional “sources”
• More “noise” to cut through
Public Relations: Past, Present, Future 41
Fundamentals Remain Content Fundamentals
1. Newsworthy 2. Relevant 3. Trustworthy 4. Well written/presented 5. Provide value in some manner 6. Understand your audience!
Public Relations: Past, Present, Future 52
Measuring Success
• Is it PR value or no of exposure? • Is it Facebook “likes?” Audience
participation? • No publicity or lots of publicity?
Public Relations: Past, Present, Future 54
Outputs VS. Outcomes
• Did you change perceptions? • Did you impact behavior?
Public Relations: Past, Present, Future 55
transformation of perception
pesimistic
optimistic
ignorance emotionally attached
“I don’t think they care”
“What have they done
here?”
“what can you expect from the company
“…it’s a bad company”
“so proud of it”
“my kind of company”
“has made my life easier”
PR Careers
Successful PR Pros • Inquisitive and enjoy
learning • Detail-orientated • Storytellers and
communicators
• Creative • Resourceful/nimble • Like to work under
deadlines/pressure
Public Relations: Past, Present, Future 57
• Part Journalist • Editor • Researcher • Media Planner • Creative Director • Marketing Director
• Event Planner • Customer Service Rep. • Web Designer • Content Curator • Community Manager • Social Media Strategist
PR 360
Public Relations: Past, Present, Future 58
Today’s Agency § More than just traditional PR; § Multi-discipline and multi-faceted
campaigns § Stunts/events have turned into § Integrated experiences § Content developers AND editors/
curators § 24x7 media monitors
Public Relations: Past, Present, Future 59
Perceptions Matter • Verbal communication • Correspondence • Writing skills (KBBI style, grammar) • Writing ability (distill and communicate
perspectives) • Your digital footprint
Public Relations: Past, Present, Future 60
What is Consultant Public relations consultants handle the public image of a company. Your work will be further varied by taking on these challenges for a variety of clients. The professional pr’s job is to make the public aware of news relating to a company, product, or even government department, in such a way as to create interest and acceptance
What is Your Role in General ?
Working with large, well known corporate companies on an national and international level, and using your previous PR knowledge, you will
use your varied skill set to work along side these companies to implement and run their communication campaigns.
What is Your Job Responsibility ?
Supporting in developing PR Strategy,
publicity strategies
and campaigns
Dealing with enquiries from the
public, the press, and
related organizations.
Providing clients with information about new promotional opportunities and current
PR campaigns progress.
Providing strategic
counseling for clients with the direction from Account Manager or
above.
Manage budgets, measures results on consistent basis for clients.
Develop Key Messages,
Press Release,
Talking Point, QnA
Anticipated.
Your Contribution to Business Process
Taking Brief from Client
Finding Insight from Stakeholder
Doing Brainstorming
Developing Plan
Presenting to Client Winning Pitch Planning
Execution
Inviting Media /
Communites
Media Monitoring
Project Reporting Invoicing Payment
= Your Part !
Contribution of Consultant to Its Business Process in Imogen
BRIEF CLIENT
CONSULTANT
MEDIA RELATIONS
PR ACTIVATION
MEDIA MONITORIN
G
KPI / Delivera
bles
Questions?
Public Relations: Past, Present, Future 66
By: Edwin Irvanus ([email protected]) Suharjo Nugroho ([email protected]) Laode Iman Tauffany ([email protected])