Young Marketers Elite 2 - PR- Trung Hieu & Van Huong

1. EXERCISE 14.1
PUBLIC RELATIONSTRUNG HIEU – VAN HUONG

2. AGENDA
DEFINITION 360 degree of
PUBLIC RELATIONS
CASE STUDY

3. DEFINITION PUBLIC RELATIONS
Advertising/Corporate PR
Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
PR IN GENERAL
INTERNAL EXTERNAL
Take care of its employees/owners/managers = manage the
relationships through several means.
a
(Social media, emails, newsletter, house journal, bulletin board,
annual report,…)
Manage the relationships with media, public, customers,
government, creditors, shareholders,… (all the related parties)
a
CSR, press, newspaper, events, competitions,…
The ultimate goal of PR is to create and maintain a favorable public image of an organization, brand, person.
Public relations is all about reputation – the result of what you do, what you say and keeping track of
what others say about you.
Employees OwnersManagers Suppliers Society Government
Creditors Shareholders Customers
ROLE

4. DEFINITION PUBLIC RELATIONS | EXTERNAL
PR 1.0
Journalists are the middle men
PR 2.0
Publishing on the internet -> Get traffic easily,
but traffic doesn’t mean buyers
STORY
is all it needs
PERSONAAUTHENTICITY
PROCESS OF PR
FACT FINDING PLANNING COMMUNICATION RESEARCH EVALUATION
Define problems &
challenges as well as
strengths and
weaknesses of
organization
-Estimate cost & man-hours
involved
-Decide priorities among
multitude of operations
-Set targets for PR operations
-Consider the feasibility of
carrying out the intended
objectives with available
resources
-Choosing channels & how to
communicate
(internal/external media,
media/community/governmen
t relations, advertising,…)
-Keep track of communication
to drive perspectives in the
right way.
-Evaluate performance
-Research to understand consumers’
perspective on brand

5. DEFINITION PUBLIC RELATIONS | EXTERNAL | TREND
PESO
-To achieve effectiveness in
PR, we need to be in control
of EARNED MEDIA, drive it
to the content of PAID
MEDIA and will be
developed with OWNED
MEDIA
-SHARED MEDIA is
EARNED MEDIA of
consumers

6. DEFINITION PUBLIC RELATIONS | INTERNAL
CORPORATE CITIZEN CORPORATE COMMUNICATION CORPORATE ETHICS
CORPORATE CITIZEN The legal status of a corporation in the jurisdiction in which it
was incorporated.
Company should has its role and responsibilities toward the society (Corporate social responsibility –
CSR). CSR is a bunch of activities, campaigns made of a particular company in order to help create
impact on the society, environment, consumers, employees, communities, stakeholders, and many other
related parties.
CORPORATE COMMUNICATION Manageing information for key people within the company,
the execution of corporate strategy, contents of message for various purposes internally and externally.
The department usually oversees communication strategy, media relations, crisis communications, internal
communications, reputation management, corporate responsibility, investor relations, government affairs
and sometimes marketing communication.
CORPORATE ETHICS Corporate ethics is a form of applied ethics or professional ethics that
examines ethical principles and moral or ethical problems that arise in a business environment. It applies
to all aspects of corporate conduct and is relevant to the conduct of individuals and entire organization.
Business ethics are implemented in order to ensure that a certain required level of trust and transparency
exists between consumers and various forms of market participants with businesses and corporate
governance

7. CASE STUDY
SINGAPORE
EXTRAORDINARY 50

8. CASE
STUDY
BRIEF
BACKGROUND
OBJECTIVE
Singapore has always been a must-go destination for Vietnamese people.
Still, the media and target audience in Vietnam (local) consider
Singapore as a boring and expensive country and was not their 1st
priority when it comes to tourism. Also, the main information sources
about Singapore mostly come from articles which focus mainly on the
following information: Singapore is centered around Orchard dream and
meeting rooms; It is a green, clean, civilized and safe country; some well-
known attractions are Merlion Park, Jurong Bird Park, Night Safari,
Sentosa Island.
A focus-group discussion’s findings show that people don’t actually know
Singapore can meet their various demand. To Vietnamese, there is
nothing fun in Singapore. Additionally, the tour package to Singapore is
combined with Malaysia’s to offer most famous attractions in a
superficial manner. In short, both perception and available tourism
offerings weaken the efforts of Singapore in recent years, which is
refreshing itself to become a top-of-mind destination of arts, culture,
sports, fashion, shopping and lifestyle. Mission is to convert the existing
perception and incept the refreshed image of Singapore.

9. CASE
STUDY BRIEF
TARGET
PUBLICS
KEY MESSAGE, CHANNELS
& TIMING
• Primary target: Enjoyers, who love
exploring the world in a comfortable way.
They concern not only entertainment,
shopping but also culture, sport, arts,
heritage, nature, culinary, world-class shows
etc. Moreover, the forms and natures of
their trips are more diversified: travel alone,
with friends, with family of three
generations, for honeymoon.
•Secondary target: Tourisim experts,
tourism meida.
•Key message: Let’s explore extraordianary
Singapore .
• Channels: local media, who are powerful
influencers on tourism knowledge and
offerings.
•Timings: November 2013 – August 2014

10. CASE
STUDY
STRATEGY &
CONCEPT
STRATEGY
Get local media tell those stories by getting them engaged and
experienced the “refreshed” Singapore. If they were excited,
they will automatically become Singapore’s advocates and
evangelists

11. CASE
STUDY
DEPLOYMENT
PLAN
TRIGGER AMPLIFYEXPERIENCE
OBJECTIVE
KEY
MESSAGE
CONCEPT
CHANNEL
Propose 50 story angles of Singapore,
best suit with the publication’s
audience
Famous online and offline Vietnamese
newspaper
Awakening an extraordinary
Singapore in your mind
Attract awareness of new
Singapore concept
PREPARATION
Create themes and 16 familiarization
trip with convenient arrangement
and a myriad of tourism offerings
.Those are exclusively designed for
local media to feel refresh, happy and
money-worthy
Spread 50 stories on social media
Social journalists, the hot Facebookers
in order to communicate about
Singapore to their fans
Invite you to visit extraordinary
Singapore
Stimulate curiousity about new
Singapore concept
Invite KOLs such as VJ Dustin from MTV to
introduce experience for youths. A rich culinary
heritage from street food (hawker centers) to
fine dining of Singapore is also introduced to
media through fam trips. The campaign also
comes up with some travel tips, introduce
Vietnam brand in Singapore just to emphasize
that Singapore is a good place to live, work and
enjoy.
Stimulate curiousity about new
Singapore concept
It is interesting to experience and
re-explore a not-just-for-shopping
Singapore.
Give clues to explore new Singapore
Social media, Viral clip
Pitch new ways to shop in Singapore via a strong
rise of local designers, suggest “Singapore up all
night” with bars and sky bars, introduce
international music shows, arts festivals,
exhibitions and museums. A Singapore for
hipsters with funky options, Singapore for men,
and Singapore through the eyes of child are also
unique angles of the campaign.

12. CASE
STUDY
OUTCOME &
EVALUATION
OUTCOME
Through soulful and in-depth outcomes of E50, Vietnamese audiences are inspired and
getting used to a fresh image of Singapore. A report of STB depicts that 52% Vietnamese
visitors returned to Singapore in 2013. 303,000 Vietnamese tourists visited Singapore in
the first eight months of 2014 (14% year-on-year spike) and contributed $616 million to
Singapore tourism industry. This can be considered as a clear proof for the campaign’s
success in communicating there is something for everyone in Singapore.
EVALUATION
- Content marketing is used flexibly and wisely
- Deep preparation to create extraordinary Singapore stories for journalists
- Good understanding about consumer’s touch points

13. THANK YOUTRUNG HIEU – VAN HUONG