How to Emerge Our Brand from the Communication Crowd
Brand Public Relations
Silih AgungWasesa, Managing Partner [email protected]
How Public Relations
Make Benefits
How Integrate Public
Relations
Develop Brand PR Plan
Evaluate KPI of Public Relations
01 UpgradeYour Brand Communication
69% interested inZapping
Zapping Behaviour
100% Increase inad spending
Ad Spending Problem
Just to add 1 - 2% in sales
18%of TV adgenerate positive ROI
Ad Return of Investment (ROI)
Only
Urban Quick Reading02
The Second of Social Life;
Hobbies and/0r Hang
Out Community
The Kids are “Number
One”; More Powerful and More Bargain Power of Kids
The Bigger School
Responsibility (Cause of
“feeling guilty” of parents, and
Work Hours Needed)
The Image is Flat
Communication Changes…and The Image is Flat…
Brands Communication Obstacles
Make sure that customers still use our brands…in their every single live (Olympic to Arbatros; repositioning KFC; Mc Donald and or Tony Jack; First car to Second Car; First Home to Next Home)
“
Brands Communication Obstacles
Smart Communication to the Customer; not as individual any more, but also part of their communities.
“
Brands Communication Obstacles
Crowded Brand Activation in more community; Present at ibu-ibuarisan, speaking on behalf of healthy living, green campaign and global warming.
“
Why Public Relations? 03
Why Public Relations? 03
Anatomy of Buzz
Why Public Relations? 03
Public Relations DevelopBrand Conversation……
Minimum Budget…Brand Ambassador (brand experience),
Public Opinion Marker, Script
Writer, Film Director
For FREE…..Product users,
potential buyers, complainers, brand evangelist, and off
course the employee.
Why Public Relations? 03
Public Relations Engineer Media Content…..
The Broadway Messages
Key Message HouseKey Message Development
Why Public Relations? 03
Why Public Relations? 03
Public Relations have more credibility compare than Advertising….
Why Public Relations? 03
Public Relations Educate Customers Directly; not always through mass media…
How Public Relations Supports Brand Performance?
Educate Consumer04
Public Relations helps Brands to educate costumer through their state of mind…
• on pre launch, launch, post launch
1
• when products have a problems
2
• make conversation in costumer’s communities
3
Educate Consumer04
How Automotive Industries Change “White” becoming VVIP Colour (from “colourperceives as
ambulance in Indonesia)
Educate Consumer04
How Unilever develop customer basic image that they concern about environment and green issues?
Educate Consumer04
How Faber Castellchanges perception through school teacher that Pencil and Stationery is
Faber Castell…
Issue Recovery and Defend from Competitor Attack
With the spin doctor specialist, PR can help brands to recover negative issues, both corporate and/or product issues.
Issue Recovery and Defend from Competitor Attack
05
How Teh BotolSosro save their brands from HOAX in cyber space?
Issue Recovery and Defend from Competitor Attack
05
How Unilever was doing simple recovery when it’s detected that Pepsodent contained formalin?
Issue Recovery and Defend from Competitor Attack
05
How Mineral Water Industry being killed its character from E. Coli Bacteria Research?
Issue Recovery and Defend from Competitor Attack
05
How Toyota fight back competitor’s attack through Cyber when doing soft recall on Innova’sdamage?
Develop Stakeholder Loyalty06
How Citibank changes High Profile Image into Low Profile through their employee?
Develop Stakeholder Loyalty06
How Garudafoodcan build employee’s awareness to responsible for GarudaFoodSales at Alfamart?
Brand Community Paradigma07
More independent and loyal the
community, so become stronger
our brand
If it is unattached, will the community
can move into Brand Ambassador or contrariwise?
What is the foundation that we
can build from every community program
that is done?
Brand Community Paradigma07
Community should have Informal Leader: Gossip Promoter(15%), Follower (70%), Looser (3%), Sitting Duck (1%) and Trouble Maker (1%), Swinger
(10%).
Brand Community Paradigma07
Community by Accident is stronger than Community By
Design
Question: How if we can’t Community by
Accident?
We should Design Community by
Accident….
Brand Community Paradigma07
Community for Corporate Branding…
1. Fund (Scholarship Cycle) that will develop, and sustain
2. Bottom Up Awarding.3. Hit and Run Treatment.
Brand Community Paradigma07
Community for Corporate Branding…
1. Lifestyle, Exclusive dan Minority2. Update product function. 3. Emotional Bonding Program.
Public Relations Tools for Tactic in Brand Communications
08
Cyber Public RelationsUtilize Underground and Social Media, Public Relations can develop shadow boxing, direct and indirect message.
Brand CommunityPR skill to create Third Party Endorser, Public Relations can enhance community become independent but having strong loyalty
Create BuzzingPR Skill to recognize Group Communication Activity, to help brand in doing issue anatomy and creating it.
Media EngineeringSupporting with the basis of media management, both content or context, PR can synchronize management message, media’s need and public reading attitude.
Public Relations Infrastructure for Brand Communication
09
Media Management: PR Understanding on Media is not only in Media Relations (Press Conference, Media Gathering, or Media Break) but also in Media Database, Issue Need Analysis, and Media Message Matrix between TV, Radio, and Print Media
Public Relations Infrastructure for Brand Communication
09
Message ManagementPR should precise on delivering message, both using media or directly to the target audience. Therefore, PR should have Key Message Development and Key Message House on each program.
Public Relations Infrastructure for Brand Communication
09
PR ManualPR should become a system, So whoever the officer, he/she will assess same high working quality. Therefore PR Manual is needed in order to avoid from individual
The new Strategic Communication
Main Strategy
Talk
Connect
EngageCommunity
Participate
The Key Important Factors:
01Knowing Where To Play
» Identifying strategic segments early
» Know thy consumer
02A simple message, well told
» Simple, defined messages» Take the consumer experience» Make it their cause
03Speak to the Heart
» New Media & Touchpoints» Old Media used well
04Your Brand Everywhere
» Try different channel» Converting online chatter
to human interaction
05No Small Change
» Keeping the doors open» Giving social networks the
tools to self-organise
06Building engagement
» Keeping the doors open» Giving social networks the
tools to self-organise
07Evolution of Message Platforms
» Laddering of platforms» Strategy setting in good
time
08Be Prepared To Win
» Post-Launch Build-up» Keeping up consumer
engagement
Thank You