Looking Forward on PR Industry- PR Past Present and Future

Public Relations Past, Present, and Future

What is Public Relations (PR)?

What is PR Consultant ?

Pre Test

What is PR?

Public Relations: Past, Present, Future 4

Public relations (PR) is the way organizations,

companies and individuals

communicate with the public and media.

Public relations (PR) is the practice of managing the spread

of information between an individual or an organization

(such as a business, government agency, or a nonprofit

organization) and the public.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Welcome to the brand world

The Key Question

what is a brand ?

a brand is not just...

a brand is ... all of the promise and perceptions that

an organization wants its market to feel and believe about its product and service offerings

a brand is an asset It is a property

with a measurable value that should be maximized

what values? •  business value

–  size (topline): value, volume –  profit (bottomline): profit

•  market value: –  the position in the market :

market share

•  consumer value: –  the perception of the consumers: brand awareness, brand image –  the relationship with consumers: penetration and loyalty

.. which means....

growing a brand

increasing business value

increasing market value

increasing consumer value

=brand goals

Brand goals

increasing business value

growth in terms of size (topline): •  increasing sales volume (volume growth)

•  increasing sales value (value growth) e.g: -  sell more bottle of shampoo at same price -  sell same amout bottle of shampoo at higher price -  sell more amout bottle of shampoo at higher price

growth in terms of profit (bottomline): •  increasing profit

e.g: -  cost management vs sales target/achievement

increasing market value

market share = position in the market = how is our performance in comparison to competitors

growth in terms of market share

•  volume share

•  value share

Brand goals

increasing consumer value

perception of consumers: •  increasing brand awareness

•  increasing brand image

relationship with consumers: •  increasing penetration

•  inceasing loyalty: usage amount & frequency

brand goals:

Brand goals

.. to achieve these brand goals .. a brand needs to formulate : brand strategy, that covers a mid to long term period

that will be a starting point for marketing activities that is needed: communication, activation, sales

which will define: a brand task, to be achieve in a short term period

brand strategy

brand task brand task brand task

activities activities activities

innovation communication activation sales

Y1 Y2 Y2

brand goals

... to ensure that the positioning is translated well in all elements of contact,

a brand mix strategy is needed...

brand positioning

brand mix strategy

strategic agenda

... is a guideline to execute brand positioning into the 5 P’s:

•  product: product architecture •  product & packaging design strategy •  price strategy

•  channel strategy •  communication strategy

brand strategy

Communication Strategy

consist of: •  communication platform: the

creative translation of brand positioning, to be applied in all kind of communication (advertising & activation)

•  overal communication strategy: pritority targets, preffered media and level spends

brand strategy:

brand positioning

brand mix strategy

strategic agenda

PR

Why PR?

Perbedaan Marke+ng, Iklan, dan Public Rela+ons

PR Overview

Traditional Definition PR is an essential management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the publics upon whom success or failure depends. PR is a planned, deliberate, four-step process based on ethical practice and a body of knowledge


MANAGING REPUTATION

Disciplines •  Research

•  Counseling/Advising •  Government Affairs •  Investor Relations •  Development •  Multicultural Affairs •  Issues Management •  Media Relations •  Crisis


•  Communication •  Public Affairs •  Community Relations •  Employee Relations •  Publicity •  Marketing Comm. •  Promotion •  Advertising

Disciplines


Core Concept Help organizations communicate to the publics that are important to

their success. •  Voters • Elected Officials/Government •  Businesses • Consumers •  Employees • Media

It is about relationships – creating, nurturing and maintaining


transformation of perception

pesimistic

optimistic

ignorance emotionally attached

“I don’t think they care”

“What have they done

here?”

“what can you expect from the company

“…it’s a bad company”

“so proud of it”

“my kind of company”

“has made my life easier”

Evolving Role of PR


Practical Definition

Proactive management of stakeholder perceptions of an entity.

•  Change behavior, attitude or beliefs

•  Reinforce behavior, attitude or beliefs


Goals

• Managing identity & perception about company • Strengthening and promoting positive reputation • Responding public’s concern and interest on company

Reputation Management Goals

• Focus on how company connects with the stakeholder • Building and nurturing professional relationship with media, stakeholder and peers

Relationship Management Goals

• Media relations activities

Task Management Goals


Portfolio

•  Use the technology and strategies (both traditional, enhanced and

new) at your disposal to manage perceptions about “your client.”

•  Always tied back to a business objective


•  Part Journalist •  Editor •  Researcher •  Media Planner •  Creative Director •  Marketing Director

•  Event Planner •  Customer Service Rep. •  Web Designer •  Content Curator •  Community Manager •  Social Media Strategist

PR 360


CONTENT

THE MEDIA DECISION

MAKER

INVESTORS

BLOGGERS

CONSUMERS

SHAREHOLDERS

INFLUENCERS

We work with media and engage all opportunity with all stakeholders to create value for brands

Stakeholders

MARKETING

PR ADVERTISIN

G

COMPANIES WANT: •  Direct consumer access •  Opportunities to engage with

audiences •  Continuing messaging that is

easy to share •  Analytics, ROI They want to communicate in a way that combines PR, Marketing & Advertising

PERCEPTIONS MATTER (There Is Such A Thing As Bad Publicity;

Particularly Today)


PAST, PRESENT

AND FUTURE..


What This Means •  Information is everywhere;

more channels

•  Information is free and everyone Is an expert

•  Harder (and easier) to gain exposure


What This Means •  More “noise” to listen to – need tools to

sort through everything!

•  Different channels = different approaches

•  Reduced reliance on traditional “sources”

•  More “noise” to cut through


Thanks Technology (New Content Rules)


Need For Instant Access!


Content Junkies


Pass Along Readership


Sources Change


Content Is Immediate


Want It Direct To Me!


Fundamentals Remain Content Fundamentals

1.  Newsworthy 2.  Relevant 3.  Trustworthy 4.  Well written/presented 5.  Provide value in some manner 6.  Understand your audience!


More Than “Likes” (What Does Success Look Like?)


Measuring Success

•  Is it PR value or no of exposure? •  Is it Facebook “likes?” Audience

participation? •  No publicity or lots of publicity?


Outputs VS. Outcomes

•  Did you change perceptions? •  Did you impact behavior?


transformation of perception

pesimistic

optimistic

ignorance emotionally attached

“I don’t think they care”

“What have they done

here?”

“what can you expect from the company

“…it’s a bad company”

“so proud of it”

“my kind of company”

“has made my life easier”

PR Careers

Successful PR Pros •  Inquisitive and enjoy

learning •  Detail-orientated •  Storytellers and

communicators

•  Creative •  Resourceful/nimble •  Like to work under

deadlines/pressure


•  Part Journalist •  Editor •  Researcher •  Media Planner •  Creative Director •  Marketing Director

•  Event Planner •  Customer Service Rep. •  Web Designer •  Content Curator •  Community Manager •  Social Media Strategist

PR 360


Today’s Agency §  More than just traditional PR; §  Multi-discipline and multi-faceted

campaigns §  Stunts/events have turned into §  Integrated experiences §  Content developers AND editors/

curators §  24x7 media monitors


Perceptions Matter •  Verbal communication •  Correspondence •  Writing skills (KBBI style, grammar) •  Writing ability (distill and communicate

perspectives) •  Your digital footprint


What is Consultant Public relations consultants handle the public image of a company. Your work will be further varied by taking on these challenges for a variety of clients. The professional pr’s job is to make the public aware of news relating to a company, product, or even government department, in such a way as to create interest and acceptance

What is Your Role in General ?

Working with large, well known corporate companies on an national and international level, and using your previous PR knowledge, you will

use your varied skill set to work along side these companies to implement and run their communication campaigns.

What is Your Job Responsibility ?

Supporting in developing PR Strategy,

publicity strategies

and campaigns

Dealing with enquiries from the

public, the press, and

related organizations.

Providing clients with information about new promotional opportunities and current

PR campaigns progress.

Providing strategic

counseling for clients with the direction from Account Manager or

above.

Manage budgets, measures results on consistent basis for clients.

Develop Key Messages,

Press Release,

Talking Point, QnA

Anticipated.

Your Contribution to Business Process

Taking Brief from Client

Finding Insight from Stakeholder

Doing Brainstorming

Developing Plan

Presenting to Client Winning Pitch Planning

Execution

Inviting Media /

Communites

Media Monitoring

Project Reporting Invoicing Payment

= Your Part !

Contribution of Consultant to Its Business Process in Imogen

BRIEF CLIENT

CONSULTANT

MEDIA RELATIONS

PR ACTIVATION

MEDIA MONITORIN

G

KPI / Delivera

bles

Questions?


By: Edwin Irvanus ([email protected]) Suharjo Nugroho ([email protected]) Laode Iman Tauffany ([email protected])

Looking Forward on PR Industry- PR Past Present and Future

Career

Transcript of Looking Forward on PR Industry- PR Past Present and Future