PR: Not just for the big boys.

Public Relations Strategy

Silih Agung Wasesa, Managing Partner AsiaPRsilih@asiapr.net

For SME

Big or Small, Please do not worry, everyone has its own chance. . .

How? What should I do to

grow up my little cat, my small-medium

enterprise?

Use Mimicry PR Strategy for your business

Mimicry is the ability to blend in to ones surroundings or to look similar to another, similarity can be in appearance, behavior, sound, scent and even location, with the mimics found in similar places to their models (wiki answers)

And what about mimicry PR is?

Public Relations have more credibility compare than Advertising….

01PR Membangun Reputasi Usaha, Menterjemahkan nilai-nilai usaha dari perspektif public.

02PR membangun lewat orang ketiga

03PR membangun basis reputasi melalui stakeholder usaha; karyawan, pemilik, pelanggan, supplier.

04PR Mendukung proses akuisisi dan retensi konsumen

05PR mengoptimalkan sumber daya yang ada; sehingga tidak membutuhkan biaya tambahan.

06PR Memiliki alat ukur, dan bisa dimanfaatkan untuk jangka pendek dan panjang

Sepintas Public

Relations

Why Public Relations?

• Public Relations Develop Brand Conversation……– For FREE…..Product users, potential buyers, complainers, brand evangelist, and

off course the employee. – Minimum Budget…Brand Ambassador (brand experience), Public Opinion

Marker, Script Writer, Film Director.– Anatomy of Buzz

Mimicry PR is the ability to blend in the PR Strategy in Large Enterprise to your SME,

The similarity can be in (1) seeking main problem in customer’s mind , (2) Trending Topics (3) Influencer People on SME’s community and core

customers(4) Tailor key messages, (5) Strategic and PR Tactic.

Doing Tactic Public

RelationsTailored Key

MessagesInfluencer

PeoplesTrending

Topics

Seeking Main

Problems on Customer’s

Mind

Upgrade Your SME Performance with PR

Public Relations Educate Customers Directly; not always through mass media…

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Educate ConsumersPublic Relations helps Brands to educate costumer through their state of mind…on pre launch, launch, post launch, when products have a problems….and make conversation in costumer’s communities.

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Public Relations helps TDA to educate costumer through their state of mind…•on pre launch,

launch, post launch

1

•when products have a problems

2

•make conversation in costumer’s communities

3

Integrate Public

Relations

Public Relations should be

integrate when you…

Defining your

business and Target Audience

Building Relationship

with stakeholder

Create Marketing Program

Develop Content / Message

(match with your TA)

Develop PR Plan for your

SME

Choose the right, effective, and efficient action for your PR campaign strategy

• Until now, Have you been thinking about what is the best PR strategy for your SME?

• Have you checked whether the customer that buy your products or service are the right customer that you define used to?

Have you tried Buzz Anatomy to release the Word-of-Mouth Outcome? (It’s good for SME)

Anatomy of Buzz

Minimum Budget…Brand Ambassador (brand experience),

Public Opinion Maker,

For FREE…..Product users,

potential buyers, complainers, brand evangelist, and off

course the employee.

TDA Members may choose their WOM strategy , since it’s effective, efficient, and it will increase

your sales. But How?

The Key Important Factors:

01Knowing Where To Play» Identifying strategic segments early» Know the consumer

02A simple message, well told» Simple, defined messages» Take the consumer experience» Make it their cause

03Speak to the Heart

» New Media & Touchpoints» Old Media used well

04Your Brand Everywhere» Try different channel» Converting online chatter to human interaction

05No Small Change

» Keeping the doors open» Giving social networks the tools to self-organise

06Building engagement

» Keeping the doors open» Giving social networks the tools to self-organise

07Evolution of Message Platforms

» Laddering of platforms» Strategy setting in good time

08Be Prepared To Win

» Post-Launch Build-up» Keeping up consumer engagement

Large Enterprise use WOM to create a Talk of the Town Effect

And for SME . . .Use Third Party Endoser in your community and create C2C Conversation

Consumer-to-consumer conversation

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Public Relations mampu mengembangkan loyalitas stakeholders, baik internal stakeholder (karyawan), ataupun eksternal stakeholder (supplier, consultant,

government).

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Develop Stakeholder Loyalty

Waw, cool I’ll buy it

Bla…bla..bla

This product bla..bla..bla

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Build Brand Community

Community for Product Branding… 1. Lifestyle, Ekslusif dan Minoritas.2. Update product function. 3. Emotional Bonding Program.

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NETWORKA

NETWORKB

NODE

TRUSTED CHANNEL

Try This: Average person has: 11 TO 12 INTIMATE CONTACTS

150 SOCIAL CONTACTS500 TO 1,500 WEAK TIES

• Develop a content/message that match with your target audience and your business

• Invite all of your SME unit to do this WOM experiment• Tell the message to the 11 – 12 intimate contacts everytime

you have a chance to talk to them, remember 1 person should only tell to the 12 intimate contacts (can be family, friends, partners)

• Tailor your message with their own personality. • Do it smoothly, consistent, and take it easy.• Use any channels• Wait the effect….

Evaluate KPI of Public Relations

Choose the research methodology that is suitable for your SME. (Remember combine it with sales, publicity, and what people think about your business)

Thank You