In today's marketing world, the Holy Grail of promotional campaigns is the ever elusive "Integrated Marketing" campaign which successfully combines owned, earned, and paid media to create synergies and impact. Public Relations is typically the least understood and least utilized aspect of integrated marketing, but it can also be the most powerful.

1. Anthony Blick
PR Power: Boost Marketing
Campaigns with Public Relations

2. } PR Agency experience
◦ Weber Shandwick Japan
◦ Kyodo PR
◦ Hill +Knowlton Strategies
} PR & Marketing Consultant
◦ www.anthonyblick.com
} Recruiter and Career Consultant
◦ PowerUp Solutions www.powerupsolutions.jp
– Marketing, Advertising, PR, Sales industry placements
} Education & Professional Training
◦ Temple University Japan
◦ New York University SPS Tokyo

3. Traditional Media Model

4. The Father of Public Relations
Crystallizing Public Opinion (1923)
Propaganda (1928)
“Torches of freedom”— 1929 Easter
Sunday parade in New York

5. What is Public Relations?

6. } “Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics.”
- PRSA (Public Relations Society of America)*
http://prdefinition.prsa.org/
*Following 1,447 votes, hundreds of submissions, abundant commentary and
nearly a year of research, PRSA announced March 2, 2012, the winning modern
definition of public relations. Based on a public vote, held Feb. 13–26, of three
candidate definitions, the profession’s choice for the modern definition of PR is:

7. } “Communicating through the media to target
audiences in order to further organizational
objectives”
– Gain awareness
– Change opinions
– Build trust and reputation
– Inspire action
– Protect the brand
◦ Channels: Print, TV, Radio

8. } Credibility
◦ 3rd party authority – Earned Media
– Advertising not trusted
– “Grassroots appeal” (Bottom up)
} Cost effectiveness
◦ vs. Paid Media
◦ “Top of funnel” wide reach
} Educational
◦ Technology, corporate strategy, etc.
} Timely
◦ “Always on” new cycle
} Intellectual real estate

9. Reference:
https://ookii.company/peso-framework-holistic-communications/

10. Production
Conveyer
Container
Targets Readers
Logistics
Bookshops, Kiosks,
CVS
Media Professionals
Journalists, Editors,
TV Program Producers
Broadcast
TV, Radio
Listeners/
Viewers
Print TV Radio
Media
Coverage

11. } Strategic counsel & planning
◦ Identifying target audiences
◦ Story angles and message development
} Press releases and story pitching
} Media materials and press kits
} Media events: Press conferences, briefings, etc.
} Spokesperson interview arrangements
} Press tours
} Media training & crisis management
} Media monitoring and clipping

13. } Traditional mass media is monolithic and highly
consolidated
} Print media and TV have high credibility and reach
} Hard news (high News Value) drives coverage
} Japanese media professionals have very specific
ways of operating & etiquette
} Media relations is the #1 activity of PR firms

14. § Traditional focus
◦ Traditional media still the most influential in Japan – key
media (aka leading media) drive the conversation and
coverage in other channels
§ Local
◦ Effective media relations must be conducted locally, and
typically require “high touch” activities such as face-to-face
meetings and personal communication
§ Long-Term
◦ Close relationships with local media are essential for
successful PR in Japan as journalists and editors at major
media are the “gatekeepers” to coverage - Time and energy
must be invested in these relationships
14

15. What is “News”?

16. 1. Impact – how many people, how affected
2. Timeliness – new information
3. Prominence – authority and credibility
4. Proximity – physically/psychologically “close”
5. The Bizarre – aka the unexpected
6. Conflict – good vs. evil, us vs. them
7. Currency – current trend or season
8. Human Interest – the personal side
http://www.digitalthirdcoast.net/blog/
values-content-newsworthy

17. New Media Model

18. We are all is Media!

19. Production
Conveyer
Container
Online
PC, Smartphone,
Tablets, Game Device
Targets Readers
Logistics
Bookshops, Kiosks, CVS
Consumers
Bloggers, SNS Users, Web surfers
Media Professionals
Journalists, Editors,
TV Program Producers
Internet Users
Broadcast
TV, Radio
Listeners/
Viewers
Print Social
Media
Owned
Media
News
Portal
TV Radio

20. } Online news sites
} News aggregators (Google news, Yahoo!
news)
} Blogs
} Blog aggregators (Huffington Post)
} Social media
} Mobile apps

21. u Japan has over 118 million active internet users with
93% penetration (91% access everyday)
u Over 90 million active mobile internet users
u 71 million active social media users
u Top social channels:
u YouTube, LINE, Twitter, Facebook, Instagram,
Ameba
u Online news sites publish from offline sources
u Blogs are popular sources of information on lifestyle
topics
Japan Online

22. } Hard news/High
news value driven
} Top down control
} Corporate publishers
& broadcasters
} Wire services
(Kyodo, UPI)
} Cyclical
} Measurable: AVE
} High trust
} “Virility” and
“clickablity” are key
} Bottom up
} Blogs: small orgs &
individuals
} News aggregators
(Yahoo News!)
} Instant
} ROI?
} No trust

23. Why leverage PR?
Best practices
Creating news

24. } Amplification
◦ Boost messages through media channels
} Searchability
◦ “Intellectual Real Estate”
◦ Credibility
} Branding
◦ Allows ‘participation’ in the brand
} Trend status
◦ “It’s a thing”
} Sales funnel
} Paid vs. Earned: Diminishing returns

25. source:
http://conversations.marketing-partners.com/2011/01/paid-
owned-earned-media-channels-are-you-in-the-right-place/

26. } Map brand vs. media landscape
◦ Know which ‘media’ will be interested
} Identify target personas
◦ “Who are they and where are they”
} Use celebrities and influencers
◦ KOLs and TOLs
} Be committed to the (Japan) market
– Build relationships
– Press kits/materials (data & facts prepared)
– Dedicated email, phone, website for press
} Use editorial calendars
◦ Integrate mass, social, events, etc.

27. } Make your brand/campaign “talkable” &
shareable
◦ Impactful & interesting
◦ Use contests and other incentives
} Mass media: Take what you can get
◦ Don’t miss opportunities
◦ “Trade up the chain”
} Be “Newsworthy”
◦ Plan ways to ‘make news’

28. } “Have news or create news”
◦ Business Activities
◦ Surveys & Research
◦ Events – media & consumer
◦ “Stunts”
◦ Newsjacking & Trendjacking

29. Red Bull Stratos
Protoleaf
UKTI

30. https://blog.sprinklr.com/7-social-campaign-insights-from-redbull-
stratos/

32. UKTI – Innovation Is Great
http://www.innovationisgreat-jp.com/blog/new-
possibilities-for-business-research-development/

33. Road Trip Map

34. Thank You!
Tokyo Digital Marketers Meet Up
https://www.meetup.com/Tokyo-Digital-Marketers