Public relations on the fast track                         Managing corporate reputation             through strategic sta...
Sweet Smell of Success (1957) A publicist pitching a journalist                   BURSON-MARSTELLER ASIA-PACIFIC   EVIDENC...
BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED   COMMUNICATIONS
Sigmund Freud hadan American nephew          BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED   COMMUNICATIONS
Bernayshas 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 “comp...
Analogue public relations• Based on relationships  with face-to-face key• There was attention span  & focused thinking• An...
Digital public relations•   PR becoming more a science•   E-relationships•   Digital methods•   No attention span; distrac...
What are we looking at?         BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
What are we thinking about?                                                PR is all in the mind…            BURSON-MARSTE...
Tapping into the unconscious mind                                           unconscious                                   ...
The Brand in the Story  Product placement is intrusive  – breaks the narrative flow
The Brand as the StoryProduct placement is unobtrusive –incorporated into the narrative flow
the story is the most important things  a company needs to tell its target audiences…                                 …so ...
The rise of Asia in the world of PR?       BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
The Digital Opportunity for Asia1960s               The rise of Japan1990s               The rise of Korea2000s           ...
The world’s largest economies          (trillion current USD)Source: Citibank Global Economic Review February 21 2011     ...
Composition of world nominal GDP           2010                                              10%           2030           ...
34%             of the world’s top 2000 companies are                headquartered in Asia             Trading            ...
Social media is endemic in Asia…
…but companies have been slow to engage                        Percentage of companies with at least one branded social me...
Not any more                        Percentage of companies with at least one branded social media channel                ...
Multiple streams                                                                       2010     2011                      ...
Multiple platforms                                                                                     2010    2011       ...
Different patterns of engagement…             Percentage of companies with a branded presence on each social media channel...
…traditional areas of focus                                                                                6%             ...
In it for the long run?                                                                                   Active     Inact...
To integrate, or…  Home Page Integration     Social Sharing Tools   Australia         50%                    50%      Chin...
Increasing online interest in Asian MNC content…                                         Average of 121,257 ‘Likes’ per pa...
Persuasion 1.0                                      “Make the other person                                      feel impor...
Persuasion 2.0When people committhemselves in public tosomething, they have created anew ‘imagetemplate’ of themselvesPeop...
The death of deference
ZZZ…                              Online Sentiment Around Asian                                     Corporate Brands      ...
Where are theopportunities?
The rise of digital storytelling
Global content foundries
Everything that famously goes wrongis now called a ‘PR disaster’           BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED...
12 months away from a digital crisis?http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
Companies unsure how to proceed…http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
Be prepared to apologize           BURSON-MARSTELLER ASIA-PACIFIC   EVIDENCE-BASED COMMUNICATIONS
The New Challenge forCommunicators
“…the past is over and it is thefuture that beckons to us now.”                    Jawaharlal Nehru
http://www.slideshare.net/bmasia
Photo Credits     Slide 4/5     http://www.flickr.com/photos/pedromourapinheiro/5075612989     Slide 6       http://www.fl...
Burson-Marsteller Asia-Pacific            Find us online
PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard
PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard
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PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard

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PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard

  1. 1. Public relations on the fast track Managing corporate reputation through strategic stakeholder relationships By: Bob Pickard
  2. 2. Sweet Smell of Success (1957) A publicist pitching a journalist BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  3. 3. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  4. 4. Sigmund Freud hadan American nephew BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  5. 5. Bernayshas been called the‘Father of Modern PR’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. What are we looking at? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  10. 10. What are we thinking about? PR is all in the mind… BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  11. 11. Tapping into the unconscious mind unconscious thoughts, feelings, and desires decisions drive purchasing BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  12. 12. The Brand in the Story Product placement is intrusive – breaks the narrative flow
  13. 13. The Brand as the StoryProduct placement is unobtrusive –incorporated into the narrative flow
  14. 14. the story is the most important things a company needs to tell its target audiences… …so that those people will do and think what we want them to do or thinkBURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  15. 15. The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  16. 16. The Digital Opportunity for Asia1960s The rise of Japan1990s The rise of Korea2000s The rise of China2010s The rise of Indonesia
  17. 17. The world’s largest economies (trillion current USD)Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  18. 18. Composition of world nominal GDP 2010 10% 2030 North America 16% 2050 8% 29% 26% Latin America 8% 45% 8% Western Europe 49% 8% Eastern Europe 6% 13% 6% 6% ME / Africa 25% 7% Asia Pacific 11% 19%Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  19. 19. 34% of the world’s top 2000 companies are headquartered in Asia Trading 83%Technology Equipment 55% Capital Goods 53% Transportation 52% Consumer Durables 47% Banking 42% Constuction 39% Materials 37% Chemical 36% Source: Forbes Global 2000 list
  20. 20. Social media is endemic in Asia…
  21. 21. …but companies have been slow to engage Percentage of companies with at least one branded social media channel Global 80% Asia 40%Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
  22. 22. Not any more Percentage of companies with at least one branded social media channel 81% Global 84% 40% Asia 80% 2010 2011Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
  23. 23. Multiple streams 2010 2011 60% 31% 24% 17% 19% 19% 14% 8% 3% 5% Three channels Two channels One channel None All channelsNumber of company social media channels used solely or in part for corporate communications & marketing purposesSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  24. 24. Multiple platforms 2010 2011 30% 28% 20% 18% 12% 12% 9% 8% Microblogs Social Corporate Video Networks Blogs Percentage of companies with an active branded presence on each social media channelSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  25. 25. Different patterns of engagement… Percentage of companies with a branded presence on each social media channel Australia 90% 50% 50% China 80% 90% 50% 30% Hong Kong 60% 70% 10% 30% India 70% 70% 20% 40% Indonesia 50% 40% 20% 30% Japan 70% 40% 70% South Korea 90% 70% 90% 60% Malaysia 80% 100% 20% 80% Philippines 50% 40% 10% 40% Microblogs Singapore 30% 30% 50% Social Networks Taiwan 20% 40% 30% Corporate Blogs Thailand 70% 90% 10% 70% Video sharingSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  26. 26. …traditional areas of focus 6% 8% Media & Influencer Relations 33% Corporate Social Responsibility Leadership Communications 20% Thought Leadership Crisis/Issue Management Recruitment Marketing 10% 23% Percentage of corporate marketing or communications posts to company social media channels across Asia-PacificSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
  27. 27. In it for the long run? Active Inactive 77% 62% 53% 54% 47% 46% 38% 23% Micro-blogs Social Corporate Video Networks Blogs Sharing Active defined as at least one post during the period July 01-15 2011Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
  28. 28. To integrate, or… Home Page Integration Social Sharing Tools Australia 50% 50% China 20% 10% Hong Kong 20% 30% India 50% 20% Indonesia 20% 20% Japan 40% 40%South Korea 70% 0% Malaysia 60% 40% Philippines 30% 20% Singapore 20% 20% Taiwan 20% 20% Thailand 50% 0%
  29. 29. Increasing online interest in Asian MNC content… Average of 121,257 ‘Likes’ per page – Up 406% yoy Global average of ‘Likes’ per page – Up 115% yoy Average of 7,574 ‘Followers’ – Up 328% yoy Global 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
  30. 30. Persuasion 1.0 “Make the other person feel important and do it sincerely.” BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  31. 31. Persuasion 2.0When people committhemselves in public tosomething, they have created anew ‘imagetemplate’ of themselvesPeople will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  32. 32. The death of deference
  33. 33. ZZZ… Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% NegativeSource: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  34. 34. Where are theopportunities?
  35. 35. The rise of digital storytelling
  36. 36. Global content foundries
  37. 37. Everything that famously goes wrongis now called a ‘PR disaster’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  38. 38. 12 months away from a digital crisis?http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  39. 39. Companies unsure how to proceed…http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  40. 40. Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  41. 41. The New Challenge forCommunicators
  42. 42. “…the past is over and it is thefuture that beckons to us now.” Jawaharlal Nehru
  43. 43. http://www.slideshare.net/bmasia
  44. 44. Photo Credits Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989 Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118 Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689 Slide 8 http://www.flickr.com/photos/xiaming/1369788004 Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183 Slide 10 http://www.flickr.com/photos/85494010@N00/84202849 All other images from Microsoft or Wikimedia Commons Flickr images sourced through http://compfight.com/
  45. 45. Burson-Marsteller Asia-Pacific Find us online
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