PR is dead, long live Public Relations - Thriving in the digital economy · Emerging Trends, Opportunities an Challenges · Managing on- and offline platforms to reach the right audiences · Corporate journalism and branded content · Targeting and segmentation · Tracking and business goals

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Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv
Thriving in the digital economy
PR is dead – long live
Public Relations!

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3. When it comes to telling
your brand s story what
are your main challenges?

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Is it okay to make a (political) statement
in PR or do you even have to?
It s necessary to Rethink
Public Relations!

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PR is dead…
• Digitalization changes media, audience and
companies
• “Old school” PR like traditional press
releases alone for print publications don’t
work anymore
Long live Public Relations!
• To rethink PR and create new opportunities
• To use technology and creativity to thrive in
a changing and fast moving world

6. Lars Voedisch
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• Over 15 years of industry experience
in public relations
• Based out of Asia for more than 10
years
• Former Executive Director at global
agency Hill+Knowlton,
• Worked with brands across industries
and territories including AT&T, Citi,
DHL, Panasonic, HRS, Porsche or
Yahoo
• Regional Director of international
measurement firm Commetric

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PRecious Communications
• Independent, re tionalcommunications
consultancy
• Based out of Singapore, at home in Asia and
beyond
• Satellites in Indonesia, Thailand, Australia and
the Philippines and partner in Hong Kong,
Vietnam, China
• Partners around the globe

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What is PR?
To shape and maintain the
image of a company,
organisation or individuals in
the eyes of the public
Strategic communication
process to build beneficial
relationships between
organizations and their
audience
The way organisations,
companies and individuals
communicate with the public
and media

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• Important to know your
audience’s needs, instead of
just creating generic content
• If you know what your
audiences are seeking from
you in terms of the product or
service you offer, you’re more
than halfway there.
What is PR?

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Key Trends in PR
Challenges & Opportunities

11. trend 1
Less is more!
• Journalists get less but PR professionals get more
• Results: Less time and attention of the journalists!
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 To gain the attention of journalists
by catchy headlines
 Provide high quality and interesting
content to make it easy for the
journalists
 Establish media relations – on a
personal and professional stage

12. trend 2
Mobile as a lifestyle
• Mobile overtook worldwide fixed internet access already
in 2014 and the gap is growing
• Especially in APAC the trend
is strong
• What does that mean for media
content?
• Content has to be short
• Content and headline has to be catchy
• Audience prefers multimedia content
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13. trend 3
Online over offline
• Who still flips the papers anymore?
• What matters are links, SEO and
shareability
• Connection between narrative and multimedia
content
• Every offline story, events, gatherings, etc. need to have a
connection to online
• Social Media as a source of relevant corporate information (Twitter,
Facebook, LinkedIn)
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14. trend 4
Faster news circle
• Digitalisation brings up
new information faster
and faster
• Attention spans decline
more and more
• Always be up to date
and follow the
happenings
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15. trend 5
Newsjacking riding the wave
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Leveraging trending news to elevate your brand’s message
• Choose the right story and be timely
• It’s all about being relevant

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Managing on- and offline
platforms to reach the right
audience

17. Managing a portfolio of
opportunities
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• Earned – classic PR
• Owned – Website,
Blogs
• Paid – paid content,
placement, influencer
• Shared – By
customers and
interests
Earned
Owned
Paid
Shared

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20. Who is your target?
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• What is your main target group?
• What do they consume?
• How do they consume media?
What is your USP?
• Find key differentiators
• Define your postion in the market/industry among other
competitors online as well as offline
• Your communicated USP should be unique,
measurable and defendable
To bring all your channels
together, you have to know:

21. Create your content/message
sharable to boost awareness
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Message
/ Story
Links
SEO
Multimedia
Online
Publications
Blog
Social Media

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Corporate journalism and
branded content

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It s about compelling, editorial (= non
advertising) content by your brand that adds
value to readers.
The biggest opportunity and challenge is
ensuring that consumers discover the content

24. You can not NOT
communicate
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• What is your brand
promise?
• Do you have a
personality?
• How do you earn
trust?
Branding is first and foremost about
gaining trust.

25. Humanizing your brand in
the digital age
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How to Humanize Your Brand?
1. Think Like a Social Network
2. Start With Staff
3. Create Access
4. Treat Customers as Partners
5. Reach Out To key Individuals
6. Own Your Mistakes
7. Put Your Fans To Work
8. Be Open to Debate
9. Be Present

26. Humanizing of your brand
in the digital age
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Targeting and
segmentation

28. Targeting and segmentation
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What is your message?
What is your target group?
What are the relevant channels for
this group?
What is the right format?

29. Find the right channels to
reach your target group
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Channels
Events
Newspaper
Broadcast
Video
Online
Publications
Blog
Social Media

30. • What are you selling?
• What’s your ultimate PR
objective, the end goal?
– The outcome
– The “So What” ?!
• Do you know how your PR
strategy is contributing?
• Are you optimizing vs. (re-)
targeting your efforts?
• Do you want to drive awareness
or gain leads?
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Sales Funnel

31. Focusing on the Why
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People buy products
not only for their
function but how
they feel and
associate with the
product, e.g.
Apple – Simplicity
Harley Davidson -
Freedom

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WHY
WHAT
HOW

33. Focusing on the Heart
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What?
Commodities, features,
price
How?
• Start with WHY to describe
your product/service
• Communicate facts – but
reach people by their hearts
• Tell a story and trigger feeling
and desires
Catch the HEART
of the people
Why?
Product

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Tracking and
business goals

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Taking PR Seriously
Align Corporate Communications to
Achieve Business Goals
What is your desired outcome?
How would success look like?

36. What is your message?
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Goals and
objectives
Strategy
Communication
outcomes
Researching,
planning,
implementing
activities to
communicate
with stakeholders

37. 3 generic PR goals
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• Improve company’s reputation within industry.
• Enhance and strengthen status. E.g.: Leader for….
• Reinforce organization’s image.
Reputation Management
• Promote better appreciation of the company among stakeholders.
• Enhance relationship between company and its customers
• Maintain a favourable relationship amid changes, such as social or
organizational.
Relationship Management
• Increase public support.
• Impact public behaviour on matters associated with organization’s
mission.
• Advance social change on a particular issue (activism).
Task Management

38. 3 Levels of Objectives
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Awareness
Information and knowledge
Attention
Comprehen-
sion
Retention
Acceptance
How people react
to information
Interest Attitude
Action
Desired response to
information and
feelings
Opinion Behavior

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Optimize your strategy

40. • Moving past the notion that PR people are purely
creatives - It requires a hyper analytical mind able to
quickly dissect products, competitors and markets.
• Have to adapt this new mobile and social web that is
global and real time
• Innovate – adopt digital technology & big data
strategies
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Measurement for new PR
SCIENCE, DATA AND ANALYTICS

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Measurement for new PR
Examples
UTM Codes / Bitly
• “UTM” stands for “Urchin tracking module.” – Track link sources
Google Analytics
• Understand your contribution, impact and opportunities

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6 PR Mistakes to Avoid in 2017

43. #1 Not having an online/mobile PR strategy
• Just 19 percent of PR/communications people are involved when companies plan
their marketing strategy
• I’s essential to have a documented PR strategy with goals, tasks, executive style and
what to do in case of a crisis
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#2 Not having a share-worthy story
• Only if your story is share-worthy you can stand out in a world full of busy journalists
• Rethink your angle and do something unusual!
#3 Only aiming on big shots
• Big name journalists get pitched by dozens of people every day
• Also reach out to greenhorns – they have access to the same platforms and maybe
are more likely to find your story interesting

44. #4 Taking an Impersonal Approach
• Automation can harm your PR!
• Personal your emails, that can increase responses up to 303 percent
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#5 Not blogging
• Blogs are one of the most trusted sources of accurate information
• You actually can control that channel by yourself and keep your users in the loop
#6 Ignoring your email game
• Subject lines are one of the most important factors that determine whether journalists
open your email – or not

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SUMMARY
It s all about your Story
Kevin Spacey
https://www.youtube.com/watch?v=NJnP2wsgnoA

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Questions?

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Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv