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

TWITTER

TWITTER

TWITTER

TWITTER

TWITTER

TWITTER

YOUTUBE

FACEBOOK

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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