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PR is dead, long live Public Relations - Thriving in the digital economy

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PR is dead, long live Public Relations - Thriving in the digital economy

· Emerging Trends, Opportunities an Challenges
· Managing on- and offline platforms to reach the right audiences
· Corporate journalism and branded content
· Targeting and segmentation
· Tracking and business goals

Published in: Marketing
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PR is dead, long live Public Relations - Thriving in the digital economy

  1. 1. © PRecious Communications 2017 1 Lars Voedisch Principal Consultant lars@preciouscomms.com @larsv Thriving in the digital economy PR is dead – long live Public Relations!
  2. 2. © PRecious Communications 2016 2
  3. 3. When it comes to telling your brand s story what are your main challenges?
  4. 4. © PRecious Communications 2017 4 Is it okay to make a (political) statement in PR or do you even have to? It s necessary to Rethink Public Relations!
  5. 5. © PRecious Communications 2017 5 PR is dead… • Digitalization changes media, audience and companies • “Old school” PR like traditional press releases alone for print publications don’t work anymore Long live Public Relations! • To rethink PR and create new opportunities • To use technology and creativity to thrive in a changing and fast moving world
  6. 6. Lars Voedisch © PRecious Communications 2017 6 • Over 15 years of industry experience in public relations • Based out of Asia for more than 10 years • Former Executive Director at global agency Hill+Knowlton, • Worked with brands across industries and territories including AT&T, Citi, DHL, Panasonic, HRS, Porsche or Yahoo • Regional Director of international measurement firm Commetric
  7. 7. © PRecious Communications 2017 7 PRecious Communications • Independent, re tionalcommunications consultancy • Based out of Singapore, at home in Asia and beyond • Satellites in Indonesia, Thailand, Australia and the Philippines and partner in Hong Kong, Vietnam, China • Partners around the globe
  8. 8. © PRecious Communications 2017 8 What is PR? To shape and maintain the image of a company, organisation or individuals in the eyes of the public Strategic communication process to build beneficial relationships between organizations and their audience The way organisations, companies and individuals communicate with the public and media
  9. 9. © PRecious Communications 2016 9 • Important to know your audience’s needs, instead of just creating generic content • If you know what your audiences are seeking from you in terms of the product or service you offer, you’re more than halfway there. What is PR?
  10. 10. © PRecious Communications 2017 10 Key Trends in PR Challenges & Opportunities
  11. 11. trend 1 Less is more! • Journalists get less but PR professionals get more • Results: Less time and attention of the journalists! © PRecious Communications 2017 11  To gain the attention of journalists by catchy headlines  Provide high quality and interesting content to make it easy for the journalists  Establish media relations – on a personal and professional stage
  12. 12. trend 2 Mobile as a lifestyle • Mobile overtook worldwide fixed internet access already in 2014 and the gap is growing • Especially in APAC the trend is strong • What does that mean for media content? • Content has to be short • Content and headline has to be catchy • Audience prefers multimedia content © PRecious Communications 2017 12
  13. 13. trend 3 Online over offline • Who still flips the papers anymore? • What matters are links, SEO and shareability • Connection between narrative and multimedia content • Every offline story, events, gatherings, etc. need to have a connection to online • Social Media as a source of relevant corporate information (Twitter, Facebook, LinkedIn) © PRecious Communications 2017 13
  14. 14. trend 4 Faster news circle • Digitalisation brings up new information faster and faster • Attention spans decline more and more • Always be up to date and follow the happenings © PRecious Communications 2017 14
  15. 15. trend 5 Newsjacking riding the wave © PRecious Communications 2017 15 Leveraging trending news to elevate your brand’s message • Choose the right story and be timely • It’s all about being relevant
  16. 16. © PRecious Communications 2017 16 Managing on- and offline platforms to reach the right audience
  17. 17. Managing a portfolio of opportunities © PRecious Communications 2017 17 • Earned – classic PR • Owned – Website, Blogs • Paid – paid content, placement, influencer • Shared – By customers and interests Earned Owned Paid Shared
  18. 18. © PRecious Communications 2016 18
  19. 19. © PRecious Communications 2016 19
  20. 20. Who is your target? © PRecious Communications 2017 21 • What is your main target group? • What do they consume? • How do they consume media? What is your USP? • Find key differentiators • Define your postion in the market/industry among other competitors online as well as offline • Your communicated USP should be unique, measurable and defendable To bring all your channels together, you have to know:
  21. 21. Create your content/message sharable to boost awareness © PRecious Communications 2017 22 Message / Story Links SEO Multimedia Online Publications Blog Social Media
  22. 22. © PRecious Communications 2017 23 Corporate journalism and branded content
  23. 23. © PRecious Communications 2017 24 It s about compelling, editorial (= non advertising) content by your brand that adds value to readers. The biggest opportunity and challenge is ensuring that consumers discover the content
  24. 24. You can not NOT communicate © PRecious Communications 2017 25 • What is your brand promise? • Do you have a personality? • How do you earn trust? Branding is first and foremost about gaining trust.
  25. 25. Humanizing your brand in the digital age © PRecious Communications 2017 26 How to Humanize Your Brand? 1. Think Like a Social Network 2. Start With Staff 3. Create Access 4. Treat Customers as Partners 5. Reach Out To key Individuals 6. Own Your Mistakes 7. Put Your Fans To Work 8. Be Open to Debate 9. Be Present
  26. 26. Humanizing of your brand in the digital age © PRecious Communications 2017 27
  27. 27. © PRecious Communications 2017 28 Targeting and segmentation
  28. 28. Targeting and segmentation © PRecious Communications 2017 29 What is your message? What is your target group? What are the relevant channels for this group? What is the right format?
  29. 29. Find the right channels to reach your target group © PRecious Communications 2017 30 Channels Events Newspaper Broadcast Video Online Publications Blog Social Media
  30. 30. • What are you selling? • What’s your ultimate PR objective, the end goal? – The outcome – The “So What” ?! • Do you know how your PR strategy is contributing? • Are you optimizing vs. (re-) targeting your efforts? • Do you want to drive awareness or gain leads? © PRecious Communications 2017 31 Sales Funnel
  31. 31. Focusing on the Why © PRecious Communications 2017 32 People buy products not only for their function but how they feel and associate with the product, e.g. Apple – Simplicity Harley Davidson - Freedom
  32. 32. © PRecious Communications 2016 33 WHY WHAT HOW
  33. 33. Focusing on the Heart © PRecious Communications 2017 34 What? Commodities, features, price How? • Start with WHY to describe your product/service • Communicate facts – but reach people by their hearts • Tell a story and trigger feeling and desires Catch the HEART of the people Why? Product
  34. 34. © PRecious Communications 2017 35 Tracking and business goals
  35. 35. © PRecious Communications 2017 36 Taking PR Seriously Align Corporate Communications to Achieve Business Goals What is your desired outcome? How would success look like?
  36. 36. What is your message? © PRecious Communications 2017 37 Goals and objectives Strategy Communication outcomes Researching, planning, implementing activities to communicate with stakeholders
  37. 37. 3 generic PR goals © PRecious Communications 2017 38 • Improve company’s reputation within industry. • Enhance and strengthen status. E.g.: Leader for…. • Reinforce organization’s image. Reputation Management • Promote better appreciation of the company among stakeholders. • Enhance relationship between company and its customers • Maintain a favourable relationship amid changes, such as social or organizational. Relationship Management • Increase public support. • Impact public behaviour on matters associated with organization’s mission. • Advance social change on a particular issue (activism). Task Management
  38. 38. 3 Levels of Objectives © PRecious Communications 2017 39 Awareness Information and knowledge Attention Comprehen- sion Retention Acceptance How people react to information Interest Attitude Action Desired response to information and feelings Opinion Behavior
  39. 39. © PRecious Communications 2017 40 Optimize your strategy
  40. 40. • Moving past the notion that PR people are purely creatives - It requires a hyper analytical mind able to quickly dissect products, competitors and markets. • Have to adapt this new mobile and social web that is global and real time • Innovate – adopt digital technology & big data strategies © PRecious Communications 2017 41 Measurement for new PR SCIENCE, DATA AND ANALYTICS
  41. 41. © PRecious Communications 2017 42 Measurement for new PR Examples UTM Codes / Bitly • “UTM” stands for “Urchin tracking module.” – Track link sources Google Analytics • Understand your contribution, impact and opportunities
  42. 42. © PRecious Communications 2017 43 6 PR Mistakes to Avoid in 2017
  43. 43. #1 Not having an online/mobile PR strategy • Just 19 percent of PR/communications people are involved when companies plan their marketing strategy • I’s essential to have a documented PR strategy with goals, tasks, executive style and what to do in case of a crisis © PRecious Communications 2017 44 #2 Not having a share-worthy story • Only if your story is share-worthy you can stand out in a world full of busy journalists • Rethink your angle and do something unusual! #3 Only aiming on big shots • Big name journalists get pitched by dozens of people every day • Also reach out to greenhorns – they have access to the same platforms and maybe are more likely to find your story interesting
  44. 44. #4 Taking an Impersonal Approach • Automation can harm your PR! • Personal your emails, that can increase responses up to 303 percent © PRecious Communications 2017 45 #5 Not blogging • Blogs are one of the most trusted sources of accurate information • You actually can control that channel by yourself and keep your users in the loop #6 Ignoring your email game • Subject lines are one of the most important factors that determine whether journalists open your email – or not
  45. 45. © PRecious Communications 2016 46 SUMMARY It s all about your Story Kevin Spacey https://www.youtube.com/watch?v=NJnP2wsgnoA
  46. 46. © PRecious Communications 2017 47 Questions?
  47. 47. © PRecious Communications 2016 48 Lars Voedisch Principal Consultant lars@preciouscomms.com @larsv

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