PR ( public relation ) fundamentals ( all you need to know in 1st step )
2. What Is PR?
Public Relations Society of America
Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
publics.
Public relations is (strategically) communicating your organization’s
messages with right content and format at the right time and in the
right place to the right audience. With the proliferation of tools and
technologies, we can measure the value of those efforts and how
they align with a business’ overall mission. (In the end it should
create beneficial relationships for the involved parties) Marla Aaron
3. Expertise- Business Marketing PR
Powerful communications are at the heart of brand image,
awareness and loyalty. In order to achieve real success in
today’s ultracompetitive marketplace, companies must
effectively, consistently and clearly communicate the benefits
of their branded offerings. We provide compelling, integrated
public relations programs that focus on raising awareness
among customers, prospects, relevant media and influential
decision-makers toward outstanding image.
We don’t just tell the story of your business; we make sure the public is listening. Whether
it is broadening brand visibility of products and services, positioning company executives as
industry innovators or even generating sales inquiries, our highly targeted, technologically
forward multimedia campaigns drive results.
4. Expertise- Consumer Marketing PR
We know that the most valuable brands are shared brands. We’re the experts at the new
marketing paradigm, where traditional approaches to brand management are replaced by a
dynamic co-ownership model. Our campaigns recognize that brands compete for action and
advocacy in a free market, where people don’t just buy products, but also regulate business
decisions with their collective voice.
We get consumer
brands noticed — by
engaging the right
audiences, via the
right platforms, at
exactly the right time.
5. Expertise- Corporate PR
In this Era of Engagement, we know that increased demands for transparency and authenticity
mean that companies must speak with one voice. A voice that is credible and compelling to
every stakeholder. And everything must be integrated, because everything is accessible and
visible. We help our clients build relationships with consumers, investors, employees,
regulators, journalists and other stakeholders across a broad range of markets, product lines,
and economic circumstances, in a way that drives value for their business.
We build one powerful
enterprise brand voice to unlock
value and build reputation
6. Expertise- Personal PR
Media is one of the biggest influences on shaping public
opinion about key persons’ image. Our expertise can help
with a variety of services to identify appropriate messaging,
effectively engage audiences and communicate key points
to individual stakeholders in most suitable methods. Our
expertise will facilitate your strengthened executive
presence, make outstanding your confidence and leadership
skills, polish message delivery and develop tactics to
effectively communicate with customers, management,
peers, shareholders and on top of all media and society.
Media will be
your outstanding
platform
7. Expertise- Crisis Communications PR
reputational risk and crisis response. This is where our Crisis & Risk team can help, especially
when the stakes are highest. This always-on era of engagement requires a culture of
preparedness. A multi-faceted preparedness strategy must include the ability to anticipate, and
see around corners to prevent and diffuse issues. The capability to be constantly prepared with
a practiced team and proven rapid response expertise, combined with the knowledge to protect
and restore reputation is our job.
Our expertise preserves
and protects our clients'
valuable reputations
and brands
The trust of customers and the
public is developed by how
companies (or individuals) manage
8. Expertise- Social Media PR
We think a successful social media strategy involves more than accumulating Likes, Followers or
positive sentiment. It should be contextual and aligned with the tenets of a brand and desired
consumer experience. We can help. we build content, community and collaboration in digital
spaces. We start with consumer insights, derived from social monitoring, custom research and our
own social brand planning framework, and then build engaging campaigns in social, digital and
mobile platforms. Key services include social brand planning, monitoring, influencer relationship
management, design & development, content activation, digital analytics.
We touch the heart and mind of
audiences and make you wine
the both by using influence of key
drivers of social media & blogs
9. Traditional PR & New Shifts
PR
News Release
Announcement
News Wire Services
Media Relation
Image & Reputation Building & … .
New
Shifts
Time shortage, large amount of
news and advertisements, being
more specific.
The way people want to receive
information and what sparks their
action today.
Emerging of digital, online and
social media.
More Speed Means To Be More Busy
10. PR Program Essetials
Important elements of PR program:
- Research
- Strategic planning
- Transparency
- Ethique
- Measurements
With PR we could create:
- Exposure
- Engagement
- Preference
- Impact
- Advocacy
- Or whatever else
In PR 100% we should be active listener then the others will do the rest!
11. The Story Of Viral Tells The Rest
Word of moth is 10 up to 15 times as effective as traditional advertising.
Successful viral starts from 5% of target
population and goes over 30% sometimes!
The reasons of stronger effect of word of mouth:
- Trust (you trust your friends but not adds since adds always says good things about what they want).
- Targeting (use existing customers and supporters to find new one like domino game).
But Why
Some Are
Successful &
Some Are
Not?
12. Shall We Use Just Online?
Only 40% of word of moth is online (in best
situation) but the rest is offline! Other is face to face.
How to have both an online and offline?
Followers are not much matter since
just 2% of them share and talk.
Then how we could make it
happen?
People to talk and share!
13. How To Make It Happen?
S T E P P SS
The since of why people
talk and pass
14. S: Social Currency- I
Make People Look Good & Feel Good
(I am better than others)
Pass
Code
Make Yourself Secret & Special!
The Better Something Makes
Someone Look, The More They Are To
Share It.
Choices Communicate Information:
with people choices we can
understand who they are.
To Get People Talking Or To Share,
Make Them Looking Good In The
Process.
15. Questions to ask:
• How we could make people feel like insiders?
• How can we make them feel like they have
exclusive and secret content?
S: Social Currency- II
Make People Feel Like Insiders
Make Them Feel They Have Information
Which Others Doesn’t Have and Sharing
Them Makes Them Look Smarter
16. S: Social Currency- III
Showing Your Inner Remarkability
Something Worthy Of Remark
Survey Of 7000 New York Times Articles
Shown What Could Be Viral:
• More Surprising
• More Interesting
But What If Our Case
Is Not Interesting &
Surprising
Then Do Find It.
We Should Show Our Inner Remarkability Rather Than Telling It
Marketing budget: 50 $
Sales impact: 700%
17. T: Triggers- Time Conditional
Reminding People With Triggers:
Time Conditional
Trigger Means To It Top Of Mind
& Tip Of Tongue
Trigger Science: A Stimulus In
The Environment That Reminds
Of Something Else.
People Remember You
On Some Specific
Time/ Times
18. Reminding People With Triggers:
Things Or Places (Something)
What Environmental
Stimulus Is Going To Trigger
People To Think About Your
Product Or Idea?
T: Triggers- Thing Or Place Conditional
19. E: Emotions- Caring People
Involving People With Content Is
Important But In Right Way
Right Time + Right Place +
Right Thing + Right Emotion
When We Car We Share!
The Fact Is Emotional
Contents Are 20% More
Likely To Be Shared
Always Ask Yourself Why
People Should Care.
Homeless Dog Story
21. P: Public- Imitation
Making Things Easier To See &
Imitate
We Often Use Social Proof
As A Signal How We Should
Behave
If It Is Crowded Then It Is
Good
If It Is Built To Show It Is Built To
Grow
22. P: Public- Private Public
Making A Private Public
Make contents
Color: Apple Headset
Logos: 18 Times Larger
23. P: Public- Useful Information
Crafting Useful & Helpful Content
Practical Value: Provide People
With Useful Information Because
They Share It To Help Others
10 M View Just For Corn
Useful Short
Number Lists
24. P: Public- Rule Of 100
One Of The Best Ways To Catch
Eyes Are Figures But How? Which Figures
You May Use
Amount
40 USD
Using The Rule Of 100
Discount
10 USD 25%
Amount
400 USD
100 USD 25%
Always Use
Bigger
Figures
25. S: Stories
Stories & Putting STEPPS Into
Practice
Telling Stories That Carry Your
Massage
Stop Selling & Start Story Telling
The Guy Who Lost 120 Pound In 3 Months
A Story Is Like Trojan Horse For
Our Massage To Be Shared
26. Build The Narrative
The story of a club with 3
different types of ice cubes
Vanguard story
“The At Cost Coffee”
Question need to be asked:
- What is the idea to get across?
- What is the key concept to be shared?
- Are we sure our idea is the key detail of our Trojan story?
27. Now what Is The Real Meaning Of PR
Involve all human
senses & feelingsGood story
Right medias
+ + =
Article
Word Of
Mouth
TVC
Poster
Video
Rumor
News
28. How To Start PR
- Come up with the target
audiences demography
& psychograph.
- Find communities their
culture, rules & what
make them to share.
Observe
- Make survey of some
key words in the same
communities and find
the type of content
which moves them to
share.
- Find key drivers.
Listen
- Identify and choose the
people you need to
engaged with.
Identify
- Analyze and internalize
your learning for better
PR outcome.
Internalize
- Connect and share your
finding with related
different departments.
Route
- Digest your information
before our put.
- Set goals pre customer
and market
requirements.
Process
- Make your content as it
was said.
- Provide transparent and
reliable information to
right audiences.
- Make interaction.
- Monitor and use tools.
Participate
- Receive feed back from
audiences.
- Receive VOC.
- Analyze your data.
- Provide solution for the
next plan how to be
optimized.
Learning