Public Relations • PR campaigns enable others do the talking for you. • Relies on persuasion and credibility.
PR compared to advertising fellow • the big bang approach advocated by advertising people is different with a slow build-up by PR • the crucial ingredient in brand building, and how only PR can supply that credibility • Linear. One thing leads to another.
right message for theWeber Shandwick defines theright community and delivers it in such a way thatit does one thing. Ignites advocacy.And this is how ….
Why business leaders like PR• Create an environment into which to move a business• Build loyalty and trust• Face fewer risks of crisis and recover sooner• Build momentum for sales• Shape brand and reputation of the company and personal branding, connect to communities of the organization that he / she represents• Cost effective and fluid
The key in PR: messaging.We can use moments and unintended moments to become PR moments.
Strong brand starts withaspiration and trust. Notpopularity. Delivered brand experience through his consistent fair play and amazing matches. He recorded achievement as a group, and individual. Zidane and his strong determination made him the star of the match and the engine for the team and lastly, Zidane has been able to apply the concept of emotional branding. Marc Gobe in his book Emotional Branding said that emotional branding occurs when there is aspiration. Zidane has inspired children, especially immigrants, about hard work, reward and accolades.
Strong brand starts with aspiration andtrust. Not popularity. Personality. Zidane has an emotional dimension of being a soccer genius and patient general. This is aligned with Karl Speak’s thought that personal branding is about value system between the brand and audience. TRUST. Trust level grows along with reputation and it takes time to build one. List of awards and consistency those reflected positive quality have produced a bank of high trust level of Zidane resulting caliber soccer player Beckenbauer supported him in the case of heading Materazzi.
Brands. And PRInternal aspect: what we want others toperceive us.External aspect: what others see us.These two have to be synchronized. Inbusiness world, it’s align with the market andbusiness objectives.Use PR to project: Visual. Actions. Words.
Believing the messages: Who?Built credibility: People have been able totrust you in the pastThought leaders: Be an expert on solving aproblem
Proposed message need to be…(1) Appropriate(2) Meaningful(3) Memorable(4) Understandable(5) Believable
Everyone is a Journalist Now “When everyone has a blog, a MySpace page or Facebook entry, everyone is a publisher. When everyone has a cellphone with a camera in it, everyone is a paparazzo. When everyone can upload video on YouTube, everyone is filmmaker.”
What media want to know1. Stories that capture the readers attention2. Elements of an interesting piece: controversy, conflict, drama, personalities and change3. 5W 1H
Social mediaempowers people.Leaders can drivecommunication orparticipate only.
Thank you.___Dian Noeh AbubakarVice President, Weber Shandwick / IndonesiaM +62 855 100 email@example.com firstname.lastname@example.orgTwitter: dian_noeh Facebook & LinkedIn: Dian Noeh AbubakarBlog: http://diannoeh.wordpress.comWeber ShandwickAdvocacy starts here.PRWeek International Consultancy of the Year 2009PRWeek Global Agency Report Card 2009 – Gold Medal WinnerThe Holmes Report Global Agency of the Year 2008