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.

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

  1. 1. what’s the fuss about?<br />Ashwani Singla<br />MD & Chief Executive, South Asia<br />www.reputare.in<br />www.facebook.com/ashwanisingla <br />www.twitter.com/ashsingla<br />www.linkedin.com/in/ashwani<br />
  2. 2. The old age / age old RoI<br />1<br />
  3. 3. The ‘new age’ roi<br />2<br />
  4. 4. Value creation not roi<br />3<br />
  5. 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<br />- Edward Bernays<br />
  6. 6. Science creates value<br />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. <br />5<br />
  7. 7. Communication re-invented<br />informed choice<br />dialogue<br />trust<br />6<br />
  8. 8. A different “age of conversation”<br />7<br />
  9. 9. The changing sources of information<br />8<br />
  10. 10. influencers: old wine in new bottle?<br />9<br />
  11. 11. The new rules of engagement<br />10<br />
  12. 12. What Is more important?<br />The Answer to the HOW is….. WHAT<br />11<br />
  13. 13. The journey of advocacy<br />12<br />
  14. 14. who will drive value?<br />13<br />
  15. 15. The what is essential<br />If you don’t know the destination, how will you know you have arrived?<br />14<br />
  16. 16. The four steps to value creation<br />15<br />Where are we today?<br />Where do we want to be?<br />What will success look like?<br />How will we know we are making progress?<br />
  17. 17. Describe success<br />Choose the best way to describe that you have arrived at your destination?<br />16<br />
  18. 18. Winning hearts and minds is everything<br />©Penn, schoen & berland<br />17<br />
  19. 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<br />- Edward Bernays<br />
  20. 20. Don’t always believe what you see<br />19<br />
  21. 21. Thank you<br />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<br />

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