Advertising PR - Assignment 14.1

1. ASSIGNMENT 14.1 - PUBLIC
RELATIONS
Ngọc Dung - Kim Hà - Nhật Duy

2. is a strategic communication process that builds mutually beneficial
relationships between PEOPLE and BRANDS
PUBLIC RELATIONS
HOW DOES IT DIFFER FROM ADVERTISING?
Advertising PR
 “Build this product”
 Paid / expensive
 Build exposure
 Audience is skeptical
 Mass media: TV/ Radio, Newspaper,
billboard, internet
 “This is important”
 Free or low cost
 Build Trust
 Media gives third party validation
 Specific tools: Press conference, news
releases, feature stories, social media
“PR is almost 90% more effective than advertising”
WHAT IS PR?

3. CONTEXT
CONSUMER
UNDERSTANDING
STRATEGY
BIG IDEA
EXECUTION
& EVALUATION
PR CAMPAIGN PROCESS
Analyzing the background, current situation
OBJECTIVE Define PR objective based on Marketing objective
Finding insight, understanding customer’s lifestyle, attitude,
and media behavior
Building the plan how we tell the stories to the audience
Building the story what we communicate to the audience

4. Building goodwill among the brand’s target market through community,
philanthropic and special programs and events
Public relations practice is about establishing and maintaining
understanding between a BRAND and its PUBLIC by:
Building awareness and a favorable image for the brand within stories and articles found
in relevant media outlets
Closely monitoring numerous media channels for public comment about brand
Managing crises that threaten company or product image
ROLE OF PR

5. EXTRAORDINARY 50PR CAMPAIGN EXAMPLE
Campaign: EXTRAORDINARY 50
Award: BEST USE OF CONTENT at PR Awards 2015
Agency: MASSO Group
Client: Singapore Tourism Board

6. EXTRAORDINARY 50PR CAMPAIGN EXAMPLE
CONTEXT
Many Vietnamese consider traveling to Singapore boring, expensive and not their top of mind when it comes
to traveling
CONSUMER UNDERSTANDING
Vietnamese travelers want new experience, not just shopping, entertainment or other modern
infrastructures. They have a tendency to discover other aspects such as culture, art, heritage…
CHANGE THEIR PERCEPTION BY TELLING
SINGAPORE STORY IN A DIFFERENT WAY

7. EXTRAORDINARY 50PR CAMPAIGN EXAMPLE
STRATEGY
MASSO Group uses prestigious sources and media channels in Vietnam to tell their stories in different angles
Famous
“Storytellers”
Power of Media
+
BIG IDEA: EXTRAORDINARY 50
The number 50 is used to celebrate 50 years of development of Singapore Tourism Board
EXECUTION:
Trigger
- 50 press agents will tell 50
unique stories about Singapore
- Invite hot Facebookers & TV
Station … to join the campaign
Experience
Conduct 16 fam trips for
journalists & reporters to
experience Singapore
under different angles
Amplify
Publish collected
materials from 16 fam
trips

8. EXTRAORDINARY 50PR CAMPAIGN EXAMPLE
RESULT
Number of articles & TV news is 3 TIMES higher than KPI and communication value is: 1,284,169.71 SGD
STB’s report shows that:
- 52% Vietnamese travelers come back to Singapore
- Number of Vietnamese travelers to Singapore increase by 14%

9. THANK YOU