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ROI - What's the fuss about, Ashwani Singla, CEO, South Asia, Penn Schoen Berland
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ROI - What's the fuss about, Ashwani Singla, CEO, South Asia, Penn Schoen Berland

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Keynote by Ashwani Singla, CEO, South Asia, Penn Schoen Berland at IndiaSocial Summit 2010. December 17, New Delhi.

Keynote by Ashwani Singla, CEO, South Asia, Penn Schoen Berland at IndiaSocial Summit 2010. December 17, New Delhi.

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  • 1. what’s the fuss about?
    Ashwani Singla
    MD & Chief Executive, South Asia
    www.reputare.in
    www.facebook.com/ashwanisingla
    www.twitter.com/ashsingla
    www.linkedin.com/in/ashwani
  • 2. The old age / age old RoI
    1
  • 3. The ‘new age’ roi
    2
  • 4. Value creation not roi
    3
  • 5. a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance
    - Edward Bernays
  • 6. Science creates value
    Public relations is about changing attitudes to gain public’s understanding and acceptance. Publics meaning stakeholders whoseunderstanding and acceptance is material to the success of the company.
    5
  • 7. Communication re-invented
    informed choice
    dialogue
    trust
    6
  • 8. A different “age of conversation”
    7
  • 9. The changing sources of information
    8
  • 10. influencers: old wine in new bottle?
    9
  • 11. The new rules of engagement
    10
  • 12. What Is more important?
    The Answer to the HOW is….. WHAT
    11
  • 13. The journey of advocacy
    12
  • 14. who will drive value?
    13
  • 15. The what is essential
    If you don’t know the destination, how will you know you have arrived?
    14
  • 16. The four steps to value creation
    15
    Where are we today?
    Where do we want to be?
    What will success look like?
    How will we know we are making progress?
  • 17. Describe success
    Choose the best way to describe that you have arrived at your destination?
    16
  • 18. Winning hearts and minds is everything
    ©Penn, schoen & berland
    17
  • 19. a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance
    - Edward Bernays
  • 20. Don’t always believe what you see
    19
  • 21. Thank you
    Ashwani SinglaMD & Chief Executive, south Asiaasingla@ps-b.com www.psbresearch.com I research based messaging and communication strategyBlog : www.reputare.in ILinkedIn : www.linkedin.com/in/ashwaniI Twitter: www.twitter.com/ashsingla