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How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
How to catch pr wave and not to go down e book
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How to catch pr wave and not to go down e book

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Public Relations is a very attractive area for any business and you can hardly imagine a company that achieved success in modern times without these magical two words. This eBook describes how to gain …

Public Relations is a very attractive area for any business and you can hardly imagine a company that achieved success in modern times without these magical two words. This eBook describes how to gain the most positive features of PR wave and try to avoid PR tsunami.

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  • 1. HOW TO CATCH PR WAVE AND NOT TO GO DOWN By Anton Davidenko Creator of PRFrame Co-founder of BeFrame company www.prframe.com www.beframe.org
  • 2. Anton Davidenko - How to catch PR wave and not to go down Public Relations is a very attractive area for any business and you can hardly imagine a company that achieved success in modern times without these magical two words. It’s like an ocean of different opportunities that helps to bring attention of the audience to the brand or product. But when this ocean is full of billions of data and information as well as rival-sharks which are hunting for the same treasure as you – customer’s attention, what should you do? Of course, catch the wave and become higher and unreachable for competitors. But it’s not so simple. It can be easier if you are Apple, Google, GM or BMW and have an army of journalists desperately trying to make an exclusive shot of your new gadget or newly announced model of the car and post it in advance of the colleagues from different media. But if you are not… it’s also possible to catch PR wave. 2
  • 3. Anton Davidenko - How to catch PR wave and not to go down On the other hand, ask anybody what does successful PR campaign mean and the answer will be like: to appear at the front pages of famous newspapers and magazines, to be interviewed by Larry King or invited to the Oprah’s studio and nowadays almost guaranteed you’ll hear about social networks and being a king of Facebook, Twitter and YouTube. The question is if this is always true or maybe being in a shadow of the wave sometimes also can be useful. Ask Toyota and BP, I think from their experience the answer would be the most valuable. The problem is that within the open and calm water any wave is seen from far far away. That’s why it’s very important to remember that surfing the PR wave is always better than climbing on the very top of it. PR waves can be very contradictious with its pros and cons and therefore let’s talk about how to gain the most positive features of it and try to avoid PR tsunami. 3
  • 4. Anton Davidenko - How to catch PR wave and not to go down Learn Learning is the first and the most important part of any issue. The good thing is that it is also the calmest period of the whole PR process and that is why usage of its comfort conditions to build the most solid basis for future activities has crucial significance. As you know even the most experienced surfers started their successful career on the ground learning the moves from the scratch and balancing the board on the sand. The same in PR – never dive into the PR ocean without preparation and fully understanding of what you want to achieve and how. 4
  • 5. Anton Davidenko - How to catch PR wave and not to go down So if you decided to go into DIY PR then you should understand, from this moment you need to master one more profession – PR manager as the results of the whole campaign will be depended on how good you’ll cope with the different PR moves and balance on the edge editors’ signature. PR ocean has its own rules and laws and following them is a key for survival in its waters. But there is good news – you’ve got an option to hire PR professional or agency which will help you with all this stuff and you’ll be free from doing some extra studies. 5
  • 6. Anton Davidenko - How to catch PR wave and not to go down From the agency’s point of view learning is also very important. PR agency needs to grasp a lot about client, market insights and media trends, practices, rivals activities, and everything that can allow becoming a part of this ocean. Agency while working with the particular client should learn which journalists to contact exactly for pitching the stories and how to make the news valuable for them in the proper period of time. Agency must understand which PR tools are the most efficient for particular clients and which should be avoided. Learning will continue trough the other stages of catching the PR wave. Only hard learning catchers will be rewarded and underestimation of this stage can be very harmful for the results of all activities. So learn and never stop learning and it will help you to make first step from the dangerous ocean in the direction of PR wave. 6
  • 7. Anton Davidenko - How to catch PR wave and not to go down Try First steps into the water, we do not know exactly how deep, warm or cold it is. The only way to find out is to try. The best method of PR mistakes avoiding is do nothing. But the best way to make fewer mistakes is the usage of the reliable and proven approaches and practices. Do not disdain to create informational ideas, develop press- releases, contact journalists, organise press- conferences and different business as well as entertaining events, establish news and press rooms, enter Social Media environment - everything you’ve learned before. Do not try to invent a bicycle, at least not at this stage. 7
  • 8. Anton Davidenko - How to catch PR wave and not to go down There are going to be errors and some waste attempts but you need to use it rather than ignore or try to forget it as a nightmare. The best suit that company may try on at this stage is flexibility and open mind. Do not pretend that you are in demand of media like Google if you are not. And do not expect that after your first press release all the world will turn attention on your company and start discussions on every corner if it is not an iPad. 8
  • 9. Anton Davidenko - How to catch PR wave and not to go down Even the best PR agency in the world will never guaranty you the fame within the short period if you do not have any breakthrough technology or invention. In most cases PR professional have to deal with highly competitive environment with similar products. That’s why Public Relations is a long road that demands patience and hard work. The trying will bring the experience that is so needed for the company to take its place in PR ocean and it will open new and more exciting opportunities for innovation and catching PR wave. So just catch your breath for now and keep trying. 9
  • 10. Anton Davidenko - How to catch PR wave and not to go down Control How to control uncontrollable? How to keep balance when there is no foothold? PR environment is very unpredictable and one wrong move can cause devastating tsunami. In comparison with Advertising where you know exactly the time and length of your advert that appears on TV or magazine, Public Relation will never provide you the same. There are so many factors that can influence the results of all your efforts and cancel out expectations. The road to a plain surfing the PR wave is full of obstacles and difficulties. But there are some options that may help at least to find the balance and not to go down. 10
  • 11. Anton Davidenko - How to catch PR wave and not to go down Monitoring and Response – two things that will become your life buoy in the PR ocean and keep the wave under your control. The famous phrase: “Who owns the information he owns the world” we could paraphrase: The one owns the world who owns information and can use it in time. Monitoring serves the company to learn up- to-date informational environment around the brand or products but response influences this environment and helps to gain benefits even in the most unpleasant situation. 11
  • 12. Anton Davidenko - How to catch PR wave and not to go down Let’s take couple examples. In the beginning of this year Toyota company faced with the PR nightmare connected with multiple recalls of their cars. At that period only the lazy one didn’t criticize the automakers for slow response and incapability to react properly. But what is good about the Japanese they like and can learn on their own mistakes. On April 13, 2010 on blog of Consumer Reports magazine was published an article “Don't Buy: Safety Risk-- 2010 Lexus GX 460” criticizing Toyota’s luxury brand Lexus car and rising concern over Vehicle Stability Control. It was just one article on one blog and that’s it but… 12
  • 13. Anton Davidenko - How to catch PR wave and not to go down On April 19, 2010 as response on this article “Lexus announced a voluntary safety recall on approximately 9,400 2010 Model Year Lexus GX 460 sport utility vehicles to update software in the vehicle's Vehicle Stability Control (VSC) system” adding in their official press release: “When Consumer Reports announced on April 13 that the 2010 GX 460 did not pass their 'Throttle Lift-Off' test, we immediately stopped selling the vehicle and commenced a vigorous investigation”. Nobody expected such kind of solution from slow reacted company and afterwards they receive a lot of positive media publications on this move. Good monitoring, excellent response. We can’t say that everything is perfect with Toyota’s PR but at least we see their efforts to catch and surf PR wave. 13
  • 14. Anton Davidenko - How to catch PR wave and not to go down Another example is Apple with their new iPhone 4’ reception problems. On Jun 25, 2010 just couple days after official launch of the product some complaints appeared in Internet about signal loss. These several complaints led to a huge media discussion that forced Apple’s CEO Steve Jobs to announce official press-conference on this issue. Everybody was guessing on what his was going to tell but the majority agreed that it’s going to be a massive recall – painful but at the same time move that only great brand and company can allow itself. 14
  • 15. Anton Davidenko - How to catch PR wave and not to go down On July 16, 2010 Steve Jobs said on press conference that they offer free bumper case to fix antenna reception and update of OS for iPhone that had to solve this problem. He said: "We're not perfect, phones aren't perfect. But we want to make all our users happy". I do not know about users but journalists and bloggers weren’t happy at all. Till the moment of the event there were a lot of critical publications and not only about antenna signal (read article “Presenting 8 Problems with iPhone 4” ). Everybody waited for a quick and unordinary reaction from the company but not this time. 15
  • 16. Anton Davidenko - How to catch PR wave and not to go down As a result, that weakness was widely used by Apple rivals including Nokia, Samsung and even dying away Motorola during the launch of Droid X placed its advert in New York Times with slogan “No Jacket Required” and led to a number of publications on this issue. We also can’t say that everything is bad with Apple PR but not quick enough reaction that took almost a month from the first signs and not relevant response made its work and add a blot on the landscape. Of course mistakes like that would not cause such media reaction in case of much smaller and popular company but still it demonstrates the importance of keeping the balance and not to go down from the PR wave which can lead to PR tsunami. 16
  • 17. Anton Davidenko - How to catch PR wave and not to go down Innovate The best way to be higher from others and control everything is to be the first in something and create your own moves and elements that help you to get there. It’s not enough just to catch the wave for surfing, you need to keep on it and try impressing everybody else by something new and never done before. The same in PR when you have sustainable media coverage, pool of loyal journalists and even number of your followers and fans on Twitter and Facebook it is not enough to be different and not enough to be mentioned from the crowd. 17
  • 18. Anton Davidenko - How to catch PR wave and not to go down We never know what is going to happen in future and the best way to avoid PR problems in it is to create future by our hands. The very best thing about PR is the place where its border with Advertising disappears – creativity, the place where we create new approaches of building relations with public and raise it on the next level. Instead of somebody will find our weaknesses lets innovate to create advantages. Do not wait, it’s time to act. The great examples of such innovation are “The Best Job in The World” which completely shook the world in 2009 and “The Old Spice Man” in 2010 (you can read more in the article “5 PR lessons from Old Spice Man”). So let’s innovate, let’s create unpredictable and exciting PR future and let’s ride our PR waves! 18
  • 19. Anton Davidenko - How to catch PR wave and not to go down About the Author Anton Davidenko is a creator of free toolbar for PR professionals PRFrame and co- founder of the venture company BeFrame. For Over 7 years' marketing and PR experience in a range of sectors including IT, Telecom, Finance, FMCG, Auto, non for profit, Anton created and executed complex communication strategies and projects for Panasonic, BMW, VMware, Budweiser Budvar, MTT. From 2005 to 2008 he headed the leading professional organization in the area of Marketing Communications in Russia – Russian Association of Communication Agencies. To contact the author you can write to: anton@prframe.com 19

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