Strategic role of PR in setting the stage for new product/program/service launch. Topics covered include: -Evolution of PR -PR: a strategic process, a leadership function -What PR can do/What PR will not do -Leveraging PR @ Launch -Invest in your brand

1. the strategic role of PR
#WhatsGood Product Launch
Julie Otieno, 03.10.2018

3. As an industry, Public Relations practice is continuously
evolving.
In many ways, the evolution has seen PR shift from a
broadcast model to an engagement model.
Advancements in technology have changed the rules,
widened the scope of players and set a new standard in
smart PR.
There is a greater demand for transparency and
accountability.
Globalization has driven the shift from local to
multinational, multicultural.
The new communications environment
 Ruled by speed
 Content is king
 News delivered instantaneously
 Rise of influencers
 Expanding social landscape
 Issues and reputation transcend national
borders
 Multiple stakeholders
The Evolution of PR

4. Based on this popular definition we can extrapolate the role of PR as follows:
• Anticipating and analyzing public mood, attitudes and issues that have the potential to impact –positively or
negatively – the operations and future plans of the organization
• Counselling the organization’s management with regard to policy decisions, courses of action and
taking into account the public ramifications and the organization’s corporate citizenship.
• Researching, conducting and evaluating on a continuing basis, the programmes and support communication
initiated to realize enhanced understanding of the organization’s goals.
• Planning and implementation of the organization's efforts to influence or change public policy.
“Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.”
PRSA, March 2012
PR: a strategic process, a leadership function

5. • Help build a positive reputation
• Help change attitudes, perceptions
and behaviors
• Educate stakeholders
• Reach difficult niche audiences
precisely
• Encourage debate and discussions
about issues
What PR can do
• Encourage debate and discussions
about issues
• Help raise finance, attract investors
• Prepare the way for new products and
services
• Support corporate, sales and
marketing strategies
• Manage issues and crisis

6. • Change values, attitudes and opinions overnight
• Build a positive reputation when the organization doesn’t deserve it
• Act as a smokescreen for misdemeanor or malpractice
• Achieve objectives, which should be more appropriately set for other marketing disciplines, like
advertising and sales promotions
• Guarantee media coverage
• Guarantee direct sales
What PR will not do

7. Leveraging PR @ Launch
News Media Play
(pre, during, post)
KOL Endorsement
(Launch window)
Executive Profiling and
Corporate Positioning
(Sustaining Visibility)
CREDIBILITY
THOUGHT
LEADERSHIP
ON-MESSAGE
CONSISTENCY

8. The Starting Point?
Invest in your brand.
B
BLUEPRINT
A brand is a
masterplan of
your customer
experience.
It needs to be
delivered
consistently
across all
areas of your
business to
help build trust
and loyalty in
your brand
N
NATURE
A brand is the
inherent
nature of your
business, the
personality,
the character,
the style. It is
the emotional
association of
your brand.
R
RELATIONSHIP
A brand is the
thoughts,
feelings and
psychological
relationship
between a
business and
a customer
A
AGREEMENT
A brand is a
promise of
what the
customer will
experience
from your
business
D
DISTINCTIVE
Branding
makes your
business stand
out from the
crowd. It is the
unique identity
of your
business..
Excerpt from quora.com

9. Apple’s Corporate Reputation
Reputation Institute Rankings
2015 #8
2016
2017
2018
#10
#20
#58
The downward spiral
attributed to ethical
issues, and the fact
that Apple does not
invest at all in
philanthropy or
social causes

10. Excerpt from Global repTrak 100 Research, 2018

11. PR should be a priority, a strategic tool applied throughout
the brand/organization’s life cycle.