Assignment 15.1 – Public Relation (PR)

Hồng Ngọc

What is PR?

It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

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

The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest

PR Society of UK

PRSA

the World Assembly of

Public Relations Associations

PR is the CONVERSATION that an organization wants to create to build up A MUTUAL BENEFICIAL RELATIONSHIPS with its publics.

IN THE END

What is PR?

So, WHO is the publics in the conversation of PR?

AN ORGANIZATION

(a business, a brand, a public

service)

Employees

Media

Investors

Government

Suppliers

Consumers

PR vs Advertising

Trust me, he’s a great lover!

PR

I’m a great lover! I’m a great lover! I’m a great lover!

Advertising

Communicate directly to target audiences to build up awareness

Communicate to target audiences through publics to build up trust and

understanding

Role of PR?

BRAND PUBLIC

PR role

ADVOCATOR (advocate for the company, and build an organization to be deemed a

good corporate citizen)

COMMUNICATOR (communicate clearly, concisely, and relevantly to the public)

PROBLEM SOLVER (manage things which have negative impacts on brand, polish mundane

information into platinum data that gives the company more credit)

OPINION COLLECTOR (listen to public’s opinions and determine the execution appropriate for

each situation and ensure that person has approved information and statements in hand)

Evaluation of a PR campaign in 2014

- Background: Nescafe wants to inspire the youth the complicated process of producing a tasty cup of coffee for Vietnamese with international standards.

- Challenge: how to touch the publics with an appealing story and attract their engagement in an interesting way.

- Idea: A NESCAFE FARM

- Execution: a simple webgame with 8 rounds, viral video clips “Coffee story” starred by Ong Cao Thang and Dong Nhi, advertorial

- Result: 15.978 players, 300.000 views on youtube, 10 advertorials

EVALUATION - Image of campaign: Vivid and colorful easily make impression on the publics - Webgame: friendly to users appropriate for all players - Level of game: from ease to difficulty create challenge in game - Video clip: use 2 popular influencers who have the biggest number of fans in VN a good resource for

sharing, but the brand didn’t exploit this resource for media. - Media: earn approximately 10 paid media use advertorials too much while the brand could use the KOL for

editorials.