Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) talks about how to do Digital Public Relations and how to manage crisis in this Mobile AGE. The seminar was organized by Hong Kong Retail Management Association (HKRMA) for brick-and-mortar companies of the retail industries.

2. DISCLAIMER
Copyright © 2017.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.
Copyright © 2017. Adams Company Limited. 2

3. 2017/06/17
Confidential. Copyright © 2016. Adams
3
"Gangnam Style was released in
July 2012. On December 21,
2012, "Gangnam Style" became
the first YouTube video to reach
a billion views. As of
January 22, 2014, the music
video has been viewed over
1.885 billion times on YouTube,
and it is the site's most watched
video after surpassing Justin
Bieber's single "Baby".

4. We all live in a
MobileAGE.
Copyright © 2016. Adams Company Limited. 4
"Bill Nye, Barack Obama and Neil deGrasse Tyson selfie 2014" by The White House - http://www.flickr.com/photos/whitehouse/14081505711/.Licensed under Public Domain via Wikimedia Commons

5. 2017/06/17 Copyright © 2016. Adams Company Limited.

6. Confidential. Copyright © 2016. Adams Company Limited. 6
The Battle of MobileAGE!
From 4 to 10 inches
2017/06/17

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Picture from: http://upload.wikimedia.org/wikipedia/commons/7/71/Plasma_lamp_touching.jpg
There is NO
magic about
Digital PR!!...
A lot of Hard
Work!

8. Today’s Agenda
• Fundamentals of Digital Public Relations
• Finding the right channels to release your Digital Press Releases
• Managing PR Crisis
• Case Studies
Copyright © 2017. Adams Company Limited. 8

9. Fundamentals of Digital
Public Relations
Copyright © 2017. Adams Company Limited. 9

10. Brand Awareness, Visibility or Online Presence, e-Branding, Top of
Mind & Perception, Word of Mouth
• Social Media is shaping the landscape of communication
• Mobile media including apps are “stealing” the air time of every body
• Target audience must be considered very carefully as segmentation
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More Air Time Win the Eyeballs Create Perception

11. Impact of O2O
• Brand Awareness
• Visibility or Online Presence
• e-Branding
• Top of Mind & Perception
• Word of Mouth
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http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html

12. Finding the right channels to
release your Digital Press
Releases
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13. Who are your audience(s)?
• Segmentation
• Business Vs Individuals
• Customers Vs Partners Vs Public
• Stakeholders
• Spending & Budget
• Demographics
• Age
• Sex
• Language/Country of Origin
• Education
• Interests
• Behaviors
• Reading
• Talking/Communicating
• Buying
• How are you being perceived?
• How can you bring across your
message?
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14. Can you be
found?
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15. What are the Platforms that you cannot miss!
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*All names & brands are property of their respective owners
152017/06/17

16. Online
Profiling
Google+,
Wikipedia,
Baidu Baike,
Directories…
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17. Digital Press
Releases
Blogs,
Documents,
Online Media,
PR Logs,
SEO Server?…
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Source: http://advertising.about.com/od/publicrelationsresources/a/onlinenewsroom.htm

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Leveraging
“Content
Network”

22. E-Mails
Promotion,
Newsletter,
Membership
& Loyalty…
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Youtube (Success Stories, Insights…)
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24. Youtube (Success Stories, Insights…)
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25. Facebook Account Vs Facebook Fan Page?
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26. Social Media
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27. Viral Elements
•A – Anger
•B – Beautiful
•C – Comedy
•D – Discount
•E – Essential
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後現代: 感覺最實在!
Postmodernism:
What is really driving
consumers’ FEELING?
Picture Source from : http://www.pics4world.com/vb/imgcache/2/4425showing.jpg
© 2015. Adams Company Limited. 版權所有
2017/06/17 Confidential. Copyright © 2016. Adams Company Limited.

29. Managing PR Crisis
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30. If you are the PR Manager…
• What is your key course of actions?
• What angle do you take to respond?
• What kind of timing are we talking about?
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31. What considerations do you have?
• Are you prepared for negative responses?
• Do you allow people to post on my wall?
• Do you allow comments from audience?...you don’t have a choice on
Facebook!!!
• What interactions are you designing? Voting? Likes?
• How can you avoid negative responses?
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32. What possible negative responses?
• Attacks from competitors!?
• Fault, Accidents, Unfortunate Events…
• Other People’s negative events… of the same category
• “Bad” image and angle of communication
• Celebrities negative news/association…(e.g. Tiger Woods…)
• …
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33. How to respond to negative responses
positively?
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34. Positive Responses and Actions
• Polite acknowledgement of the problems/issues
• Proactive Mitigation of problems/issues
• Bring online response to offline?
• Direct communication instead of mass communication
• Focus on facts than myths of misunderstanding
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Confidential. Copyright © 2016. Adams
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35. Q & A
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36. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
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