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  • 1. Public relations on the fast track Managing corporate reputation through strategic stakeholder relationships By: Bob Pickard
  • 2. Sweet Smell of Success (1957) A publicist pitching a journalist BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 3. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 4. Sigmund Freud hadan American nephew BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 5. Bernayshas been called the‘Father of Modern PR’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 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. 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. 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. What are we looking at? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 10. What are we thinking about? PR is all in the mind… BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 11. Tapping into the unconscious mind unconscious thoughts, feelings, and desires decisions drive purchasing BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 12. The Brand in the Story Product placement is intrusive – breaks the narrative flow
  • 13. The Brand as the StoryProduct placement is unobtrusive –incorporated into the narrative flow
  • 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. The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 16. The Digital Opportunity for Asia1960s The rise of Japan1990s The rise of Korea2000s The rise of China2010s The rise of Indonesia
  • 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. 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. 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. Social media is endemic in Asia…
  • 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. 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. 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. 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. 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. …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. 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. 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. 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. Persuasion 1.0 “Make the other person feel important and do it sincerely.” BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 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. The death of deference
  • 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. Where are theopportunities?
  • 35. The rise of digital storytelling
  • 36. Global content foundries
  • 37. Everything that famously goes wrongis now called a ‘PR disaster’ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 38. 12 months away from a digital crisis?http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  • 39. Companies unsure how to proceed…http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
  • 40. Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
  • 41. The New Challenge forCommunicators
  • 42. “…the past is over and it is thefuture that beckons to us now.” Jawaharlal Nehru
  • 43. http://www.slideshare.net/bmasia
  • 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. Burson-Marsteller Asia-Pacific Find us online