The document provides 10 tips for PR and social media. It emphasizes building credibility through branding, prioritizing audiences like customers and employees, and using PR for outreach. PR is an ongoing effort that requires planning messaging, spokespeople training, and collateral. PR is not necessarily expensive and social media is part of an overall communications mix. Not every company needs a full social media strategy but it should engage audiences by building an identity and consistency. The document includes a case study showing how PR and social media were used together to raise awareness of a green fuel product launch and billing solution.

1. PR & Social
Media:
10 Things to
Remember
March 31, 2010
Sonya Madeira Stamp
Rice Communications
sonya.madeira@ricecomms.com

2. #1: Branding builds
credibility

3. #2: First prioritise your
audience
Personal experience Industry analyst coverage
Customers/
prospects
Employees/
Investors
Recruits
Word of mouth Blogs / social media
Company
Conferences/events Industry Partners Website / internet
Government
Media coverage Financial analyst mentions

4. #3: PR is essential for
outreach

5. #4: PR is an ongoing effort
Momentum
Launch
Preparation

6. #5: Good PR takes planning
Pre Launch and Post
• Messaging matrix • Press release
• Spokespeople training • Media info pack
• Speeches • Newsletter
• FAQs • Speaking opportunities
• Website • Social media
• Collateral engagement
• Sales presentations
• Images

7. #6: PR is not (that)
expensive

8. #7: Social media is part of
the communications mix
Source: Channel V Media

9. #8: Not everyone needs a
full social media strategy

10. #9: Social Media is about
the audience so…
1. Build an identity
2. Stay consistent
3. Be different
4. Engage your
audience
5. Remember its all
about people

11. #10: Ask yourself – are you
ready?

12. Case Study: PR
PR & Corporate Communications support for the launch
of SgEF’s emulsion diesel production facility in Tuas on
February 5, 2010.
With three weeks to the event, Rice Comms secured
extensive media coverage in Singapore’s top tier
media; and created recognition for SgEF amongst
potential customers and investors in Singapore and
overseas.
Objectives:
Objectives:
Create awareness and build a positive corporate
profile for SgEF as the leading global supplier for
Emulsion Fuel and alternative Bio Fuels.
Create awareness for Super Green Diesel and
eDiesel , SgEF’s flagship green fuel products.
Bridge SgEF’s relationship with key business,
environment and energy media.

13. Results
• Pitched and secured interviews with
Singapore’s top three newspapers
Straits Times, Business Times and
Lianhe Zaobao, resulting in
prominently placed articles.
• Profiling interview on Channel News
Asia.
• Extensive coverage in print, online
and broadcast media channels; with
PR value = S$500,000.

14. Case Study: PR + Social
Media
PR campaign to create awareness for flagship eco-friendly
billing solution, GreenPost.
Over a period of three months, Rice Comms sought to build
GreenBills’ profile in Singapore and the region and article
placements, supported by a social media campaign.
Objectives:
Objectives:
Create awareness for GreenPost as an eco-friendly billing
solution.
Create and sustain activity within the social media platform
to strengthen the association of GreenPost with an
encompassing “Green Consciousness” advocacy.

15. Results
Bloomberg TV’s Asia Confidential
and Channel News Asia’s Eco
Ventures.
Coverage generated in print,
online and broadcast media
channels: estimated PR value =
S$60,600.
Significantly increased GreenPost’s
Twitter followers and Facebook
page contacts.
Actively engaged the social media
community with regular news and
eco-features posting on Twitter,
Facebook.
Drove traffic to the GreenPost
website, and connected
GreenPost with eco-bloggers.

16. Thank you.
sonya.madeira@ricecomms.com