The document discusses the future of marketing, public relations, and audience management (MPR). It covers key social and digital trends that will impact the field such as the rise of social media, mobile commerce, and connected TV. It also discusses core competencies for MPR managers, including aligning PR objectives with business goals, identifying target customer markets, pitching stories to increase press coverage, integrating social media with employer brands, and learning how to manage PR activities.
MARUTI SUZUKI- A Successful Joint Venture in India.pptx
Lecture 8 future of mpr
1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Lecture 8
Future of MPR
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only 1
2. Table of Contents
• Social Trends Affecting MPR
• Digital Trends Affecting MPR
• Core Competence of MPR Managers
2
14. What does it mean to PR
• It revolutionizes press releases’ design,
function and content
14
15. Meaning to MPR Managers?
• Social media is migrating to mobile media
• Boundaries between work, live and play
are getting blurred
• Broadcast message where the customers
are listening
• Convert potentials into dollars and cents
15
17. Digital Trends 2012
• Mobile Commerce
– Brands need to ensure that their operations are
optimised for people using mobile throughout the
purchase process
– This includes mobile search (organic and paid),
mobile apps (not just for the iPhone, but also Android,
Windows and tablets), and ensuring that sites work
well with mobile
– Any links for mobile should point to a mobile site, and
any links online should recognise when a visitor is
using a mobile device and automatically redirect for
the best experience
17
19. Digital Trends 2012
• Mobile Payment
– Brands need to be aware of the new retail
environment
– Mobile payment is quicker and in many cases more
convenient
– Can you equip store staff with readers, to make
purchase easier?
– If NFC becomes popular, could you use it for anything
else, for example giving more information in store, or
allowing access to events?
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21. Digital Trends 2012
• Mobile + TV
– Be aware that people watching your ads or your
sponsorships on TV may be actively using the
internet
– Make it easy for them to find more information – buy
keywords relating to advertising content so that when
people search they will find your official pages
– Use social media around what the brand is doing on
TV – engage in conversations, and make sure that
there are people online to field queries or amplify
good comments made in social media
21
23. Digital Trends 2012
• Connected TV
– Think about how your brand would fit into TV through
apps & extra content
– This includes games and entertainment, and also
making sure that you are visible in social media &
search when your brand is likely to be on TV
– New opportunities within these environments include
ads within the electronic programme guide (EPG),
and pre-rolls in videos
23
25. Digital Trends 2012
• Development of Ecosystems
– With mobile a handset is no longer just a handset. It
needs an ecosystem of content and applications
– Phones and other devices are not just sold on their
capabilities, but on what they will be able to do in the
future
– Be aware of the different ecosystems, and make sure
that you are accessible by them, but not exclusively
– For example, produce apps for all of the main
platforms, but also be aware which your users are
most likely to have access to
25
27. Digital Trends 2012
• Education
– The big changes in society brought about by digital
media and the ease of communication haven‟t yet hit
education, but they will do soon
– Video is a great way of teaching anything from
cookery to craft but it’s also great for more formal
education
– We may be entering a new, more DIY age, and there
could be a place for brands to help enable
communication and resources, for example sponsor
physics or maths hangouts?
– Can this become the emerging CSR initiative?
27
29. Digital Trends 2012
• Hijack and Guerrilla Marketing
– Brands can act quickly and do things in the short
term, often at the expense of competitors
– All are perfect for opportunist marketing, and produce
incidents that are likely to be seen by millions very
quickly, and could be used for unofficial and irreverent
marketing
– Beyond this, what are your competitors‟ marketing
calendars?
– Also, be aware that what you are doing may get
hijacked – how can you protect yourself?
29
31. Digital Trends 2012
• eBay for Services
– Get involved!
– Think about what you could buy, and what
you could sell (maybe a sub-brand via these
sites)
– Major brands are now very active users of
eBay to sell goods, especially excess supply
– Could you use any of these services to sell
excess capacity, or even recruit short term
staff?
31
33. Table of Contents
• Social Trends Affecting MPR
• Digital Trends Affecting MPR
• Core Competence of MPR Managers
33
34. 10 Tips
• These are intended for you in
– Surviving in the PR industry
– Staying excited about your job
– Becoming a respected professional
– Building a sustainable future for yourself
34
35. 1. Plan your activities wisely
• Select just one news you want to broadcast
or an activity at anyone time.
35
36. 2. Know your company, and your
internal policies well
• When you start any new PR job, you should be a
position to produce or influence the following:
– Corporate profile (broiler plate)
– Top management profile (bio)
– User friendly website(s)
– Annual report (even if you are not a listed firm)
– Media engagement protocol
– Corporate branding policies
– Budget allocations
36
37. 3. Align PR objectives with the
company’s business objectives
• List and clarify the objectives or benefits
you hope to gain from your media
campaign.
• Or else, you could be spending resources
yet not sure whether you are delivering a
good job.
37
38. 4. Identify Your Target Customer
Markets
• Before you decide what PR activities to
conduct or even select the media you want
to approach, you need to understand your
end customers:
– How old are they?
– Where are they located?
– What do they for a living?
38
39. 5. Know How to Pitch Stories and
Increase Press Coverage
• Build and maintain a media list.
• Know your editors and their deadlines.
• Position yourself as
credible source of
information.
• Create regular
networking
opportunities.
39
40. 5. Know How to Pitch Stories and
Increase Press Coverage
• Develop "champions" - high-profile
individuals to be your spokespersons.
• Monitor the press for opportunities to
respond to reported issues that allow you
to talk about your own business.
• Monitor speaker opportunities and other
editorial/seminar opportunities - then send
a press release about them!
40
41. 6. Integrate your social media
presence with your employers’
• Be strategic - ask yourself where your
target audience is, and what you want
them to know about you.
• Be prepared to spend time.
• A social media protocol.
41
42. 7. Learn how to manage PR activities
And do the following based on your level of resources:
• Start some social media pages: blogs, Facebook, Weibo.
• Enter awards.
• Fairs, field days and exhibitions pertinent to your industry.
• Advertorials - whereby you pay the advertising
department for the space for your editorial-style stories.
• Public speaking opportunities in front of your target
customers or influencers.
• Networking – build your own or participate in someone
else’s activities.
42
43. 8. Train yourself to be PR savvy
• You are the PR consultant to your bosses and
major stakeholders. They look to you for
professional advices. It’s important that you at
least appear to be:
– Expert public speaker
– Media interviewer
– Event manager
– Communicator
– Conversant in all public affairs related to the company
43
44. 9. Be in the circle
• The world of PR is changing, so please
keep yourself up to date.
• The best way is to keep in touch by:
– Going to school
– Joining a professional institution
– Getting connected on LinkedIn’s PR groups
– Reading a book
– At least watching some youtube video on PR
44
45. 10. Learn upward management
• It is not easy, but remember, you are the
PR expert, not them.
• Align your PR objectives
with corporate business
objectives so you boss
has a vested interest in
your success.
45
46. I will leave you with 2 words
From Steve Jobs:
“Stay Hungry!”
Thank you!
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