Post on 12-Apr-2017
PR IS ASTATE OF
MIND
NOT A TACTIC
• FROM PUBLICITY TO PR – A NEW WORLD
The 5 truths about PR today
• WHAT PR CAN ACHIEVE FOR YOU
• HOW TO CREATE AND TELL A STORY
IDEAS
STORIES
CONTENT
• HOW TO AMPLIFY THE STORY
INFLUENCERS
Paid Media
TRANSMEDIA STORYTELLING
• HOW TO ENGAGE IN 24/7 CONTEXT: THE POWER OF NOW.
30 MINUTES
AHEAD
PAID FOR
PUBLICITYHIRED FOR
PUBLICITY
CELEBRATED
FOR PUBLICITY
ENGAGE
CELEBS OR
KOFS
PAID BY
CORPORATE
COMMS
CONTROL
STORY
CREATE
STUNTS AND
EVENTS
PUBLICITY
BRAND PRBACK IN2000
BRAND DNA
AD VERTISING
NEW PRODUCT LAUNCH
NEW PROMOTION
RE- LAUNCH
KOF / POS
EVENTS
PRESS CLIPPINGS
CONSUMERSBRAND
MANAGER
PLANNING PRCAMPAIGNSBACK THEN
PAID OR EARNED ONLY
MASS ATTRACTION TO TV, BRANDS, ADVERTISING
NO FEEDBACK-CHANNEL
THE MONOPOLY FOR INFORMATION
THIS WORKED.
UNDER DIFFERENT
CONDITIONS.
Our worldIs changing
• Socialization of media
• Consumerisation of corporations
• Digitization of information
• Automation of insight
WHEN OLD MODELS
DONT WORKFIND NEW MODELS
EVERYBODY ISA PRODUCER
NEGATIVE CONTENTON PAGE 1
THE KINGDOMOF MOBILE
INTERNET PENETRATIONIN CITIES
LOSS OF CONTROL.
GAIN INENGAGEMENT
1. Equal influence of traditional and social media. New “independent sources” are trusted and influence the consumers
2. PR is mainly about engagement, increase trust and change behavior not only purely “ amplification”
3. Each PR program must link to business objective “ the job to be done”- PR strategies, Ideas and tactics must link to the job to be done
4. PR is about creating a media –agnostic idea and amplify this idea across all channels and help drive program success
5. Advertising can only have PR amplification if the idea can be sharable and earn traction, PR program may not need amplification through advertising
5 truths about
PR today
WHA
T
PR CANACHIEVEFOR YOU
HOW CAN YOU TRIPLE PRESS
COVERAGE AND REACH MILLIONS???
ON WHAT PR ISMEANT TO DELIVER...
FOR MY BUSINESS
FOR MY MASTERBRAND
FOR MY PRODUCT LAUNCH
FOR MYSELF
WE ALL HAVEEXPECTATIONS…
THIS IS A LOT,BUT NOT
CLEAR
SO WHAT IS THE BUSINESS GOAL?
WHAT IS THE JOB TO BE DONE?
BUILD THE CATEGORY OR GAINING MARKET SHARE?
CHALLENGER OR LEADER?
DEFEND MARKET SHARE?
KEEP LOYAL CUSTOMERS?
DEFEND PREMIUM PRICE?
WHERE TOSTART
MAKE OUR BRANDFAMOUS ANDSHAKE UP THEMARKET D I S R U P T T H E C U R R E N T
M I L K S T E R E O T Y P E S
A N D L E A D A N E W
C O N V E R S A T I O N
Make first-time moms
switch from Pampers to
Huggies nappies,
because they understand
first-time moms better
Shift brand perceptionand win the mindsand hearts of womenin their 20ies
CONVINCE MUMS TO
MAKE KIDS BRUSH THEIR
TEETH MORE OFTEN-
category building
Be perceived as the first
to own a true
innovation
Make Vietnamese
women prefer Ponds
over other beauty
brands – build brand
relevance and
preference
TURN OBJECTIVES
INTO A PR
BRIEF
WHAT YOU WANT TO SEE HAPPEN...
HEADLINES CONVERSATIONS ACTIONS
Define theoutputs
HOW TOCREATE
AND TELLA STORY
IT`S THE INSIGHT WHICH MAKES A GREAT STORY.INSTINCT COULD BE RIGHT, INSIGHT IS BETTER.
THE TRIO OF BRAND INSIGHT, CULTURAL INSIGHT, CONSUMER INSIGHT.
http://www.youtube.com/watch?v=_2chTI14FQQ
http://www.youtube.com/watch?v=w08TVILY2LM
NO INSIGHT
NO STORY
RULE 1
How does your Purpose inform your
POV in that conversation?
How does the conversation help you to achieve
your business objective?
How are you an expert in the conversation and how
can you contribute in a meaningful and unique way?
DEODRANT
BODY ODOUR
PUBERTY
DATING
MUSIC AND PARTY
What is the conversation you want to be in?
RULE 2DEFINE YOURCONVERSATIONS
Can be visualized, described in one sentence
Is the solution to the insight
Is about “them” – and not about us
Will easily “earn” engagement and support
Has the potential for a bigger and sustainable conversation, as it is meaningful for many people over a long time
Is ownable, new and ideally bold
Is galvanizing – will lead to action
EVERY PRCAMPAIGNNEEDS AN IDEA
RULE 3
A GOOD STORY NEEDS
VILLAINS OR VICTIMS OR BOTH
SHARED EMOTION
(BETWEEN BRAND AND CONSUMER)
HEROES
SUSPENSE
CONSTANT FUELLING
RULE 4STORY ISMORE THANTHE IDEA
Will easily “earn” engagement and support
Is about “them” – and not about us
Will easily “earn” engagement and support
Is about “them” – and not about us
Is the solution to the insight
Can be visualized, described in one sentence
GREAT PR PHOTOS ARE SHARED XXXXX BY 5 TIMES, VIDEOS BY 10 TIMES
INFOGRAPHICS INCREASE LIKELIHOOD OF CONTENT TO BE FORWARDED
80% OF VIDEOS BY TOP 100 BRANDS GET < 10,000 VIEWS
RULE 5
FACTS
YOUR STORYINTO CONTENT
TRANSLATING
SHARED EMOTION
SURPRISING, FUN
AUTHENTIC & USEFUL
BOLD & BIG
VIDEO ISPOWERFUL IF…
TELLING STORIES AND
BEING BEAUTIFUL
INFOGRAPHICS
Need a visual
content
strategy too:
Audience,
Channels,
Format
Format: think
beyond 2-d:
Video,
Interactive,
Experiential
From good to
great: Beautiful,
Creative, Useful,
Complete &
appropriate
PR PHOTOS CAN BE
FROM REAL LIFE
UNLESS ATL TELLS A STORY
TOO – LIKE DOVE DID
A PR PHOTO IS DIFFERENT FROM AN ADVERTISING PHOTO
A PICTURE TELLS
A THOUSAND WORDS
HOW TOAMPLIFYTHE STORY
STORIES TRAVEL –
BETWEEN EARNED, OWNED, SOCIAL AND HYBRID.
“PAID” MAKES THEM TRAVEL FASTER AND FURTHER.
YOU ARE THE TRAVEL AGENT.
EARNED HYBRID
SOCIALOWNED
MEDIA CLOVER-LEAF
RULE 1TRANSMEDIA
STORYTELLING
8 NEWS STORIES THAT BROKE VIA SOCIAL MEDIA
EGYPTIANUPRISING
HUDSON RIVERPLANE CRASH
ANNOUNCEMENT OFTHE ROYAL WEDDING
NEWT GINGRICHRUNNING FORU.S. PRECIDENT
OSAMA BIN LADENRAID AND DEATHHILLARY CLINTON
WON’T BE IN A 2ND TEAMOBAMA CABINET
WHITNEY HOUSTON’SDEATH
PROTESTERS KILLEDIN BAHRAIN
YOUTUBE
THE 1ST PERSON TO TWEET ABOUT THE OSAMA BIN LADEN RAID WAS A NEIGHBOR
WHO, WHILE COMPLAINING ABOUT THE NOISE NEXT DOOR ON TWITTER,
UNKNOWINGLY TWEETED ABOUT ONE OF THE BIGGEST NEWS STORIES OF THE DECADE.
NEWS FEEDSREPLACE
MAINSTREAM
MEDIA
WHY?
WHO?
THE OLD INFLUENCERS
Experts JournalistsCelebrities Partnerships
THE NEW INFLUENTIALS
Bloggers Twitter power users Socialists People like u and me
Influencers have credibility and an existing
audience so the ultimate aim of engaging with
them is that you will be able to tap into that
audience and their conversations.
RULE NO 2
ENGAGEINFLUENCERS
FACTS
RULES
Journalists use blogs (89%) and social
networks (65%) to research stories.
Influencers online want
to be “thought leaders“. They are using search.
93% of user
experiences online start with search
60% of searchers click
the top 3 search results.
Your most important
keywords are your brand messages:
These are things you want to own
and you want to be known for
People search using
questions and negative terms,
not positive…so dry skin is far more
likely to be searched than
soft skin
Ensure all owned
and earned media is fully
optimised before launch and
update optimisation to reflect
any/all new content
A WORD ON SEARCH:IT ALL HANGS TOGETHER.
TRAININGS & GUIDELINES
KEEP THE LAWYERS OUT
BE EMPOWERED
HIJACK
PUBLISH
CREATEoptimize
spot atrend
choose atrend
developconcept
approve
post
amplify
measure
GREAT AND EXHAUSTINGBRAND STORYTELLING CAN HAPPEN AT THE SPEED OF SOCIAL.
AND IN A CRISIS IT HAS TO.
A LASTWORD ON
24/7
...AND "SHARE" YOUR BRAND. BE PERSONAL.
THE PR BRIEF
WHAT DO YOUEXPECT?
INPUTS I OUTPUTS I OUTCOMES
PR IS MORE THAN PUBLICITY
I SOCIALLY DRIVEN MEDIA ENVIRONMENT I
I PURPOSE I MOSTLY EARNED IENGAGEMENT I
FIND AN ENTICING INSIGHT
DEFINE YOUR CONVERSATION
IDEA
IDEA + STORY + CONTENT
BE VISUAL, BE SHARABLE:
VIDEO + INFOGRAPHIC + PR- PHOTO
TRANSMEDIA STORYTELLING
24/7+ PAID SEARCH
INFLUENCER STORIES!
ANALYSIS --> ENGAGE --> NURTURE
REMEMBER PR IS A STATE OF MIND
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Comfort One Rinse and The Water Saving Mission
Thank You
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