Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.

1. Digital Storytelling for Asian MultinationalsNew Frontiers in PR Bob Pickard | President & CEO|Asia-Pacific

2. Burson-Marsteller’s Heritage 1953: Burson-Marsteller established 1964: First to organize a formal employee training program 1978: First major firm to establish a Healthcare Practice 1993: First firm to install global email linking every office 2005: Mark Penn appointed global CEO – strategic alliance with research firm Penn, Schoen and Berland 1950 1960 1980 1970 1990 2000 2010 1983: First firm to conduct a satellite press conference 1999: InfoDesk Knowledge Management System accepted into Smithsonian’s Permanent Collection of Information Technology 1968: First firm to conduct crisis training 1961: Established in Europe 1974: Established in Asia-Pacific 1968: Outstanding Performance in Community Relations 1975: Outstanding Performance in Community Relations 1982: Extraordinary Accomplishment in Public Relations 1985: Excellence in Investor Relations 1997: Marketing Consumer Products 2002: Crisis Communications 2007: Internal communications

3. ʻ ʻ ʻ ʻ Our Philosophy Our job as public relations professionals is two-fold. It is to help our clients or employers fashion and implement policies and actions that accord with the public interest. And it is to use communications to leverage public opinion and attitudes to motivate target audiences to specific courses of action. Harold Burson Founder and Chairman

4. What We Do We tell Asia’s story. Across media. Across channels. Across borders. We drive tangible business outcomes. And we embrace digital storytelling.

5. The Brand in the Story Product placement is intrusive – breaks the narrative flow

6. The Brand as the Story Product placement is unobtrusive – incorporated into the narrative flow

7. thestoryis the most important things a company needs to tell its target audiences… …so that those people will do and thinkwhat we want them to do or think "We were not looking to make records or create them and based our order on estimated requirement. The fact that we did just that is an accident of history.” AdityaGhosh President , IndiGo

8. The power of stories Strong stories rely on business realities, not ‘puffery’ The breakthrough effect derives from more than just plain facts IndiGo announces records order of 180 Airbus A320s

9. Tapping into the unconscious mind unconscious thoughts, feelings, and desires drive purchasing decisions

10. Why this is important… * Source: Burson-Marsteller EMEA Media Survey 2010, among 115 senior journalists from top-tier media organizations in 27 countries.

11. The result… Decreased journalism QUALITY Decreased journalism QUANTITY Decreased journalism CREDIBILTY

12. …a disconnect between corporate messages and media coverage Europe Gap: 40% U.S. Gap: 45% Asia-Pacific Gap:58% Latin America Gap:53% Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N

13. Blogger Gap: 69% Europe Gap: 59% U.S. Gap: 76% Asia-Pacific Gap:63% Latin America Gap:82% Source: Burson-Marsteller Message Gap Study - http://slidesha.re/epFk5N

14. Decreasing control over brand imagery

15. Reduced audience density Which screen commands the most attention? McKinsey Quarterly “Boosting returns on marketing investment”, May 2005

16. Implications for Asia-Pacific

17. Asia is a major global force… 34% of the world’s top 2000 companies are headquartered in Asia Source: Forbes Global 2000 list (2009)

18. …but global sentiment is muted Source: Burson-Marsteller Asia-Pacific Based on a review of 492,838 mentions of prominent Asian brands in online forums

19. The Digital Opportunity for Asia 1960s The rise of Japan 1990s The rise of Korea 2000s The rise of China 2010s The rise of India

20. Corporate Use of Social Media in Asia Pacific 40% of companies in the WSJ Asian 200 are using social media for corporate communications 24% of companies are using only a single social media channel 55% of Asian corporate social media channels are inactive A missed opportunity…? Source: Burson-Marsteller Asia Pacific Social Media Study - http://slidesha.re/fxPKK2

21. Digital Storytelling

22. Persuasion 1.0 Once PR-driven interactions make people feel important (‘someone is listening to me’), then stories are sold as conversations “Make the other person feel important and do it sincerely.”

23. Persuasion 2.0 When peoplecommit themselves in public to something, they have created a new ‘image template’ of themselves People will do and say whatever is necessary to conform with their new public image

24. Where PR storytelling is growing Entertainment media Social media

26. Online research

28. Direct marketing

29. Sponsorship

30. In-store product experience

31. Salesperson contactSource: McKinsey Quarterly“The consumer decision-making journey” 2009 Vol. 3

32. Trusted channels Source: TNS (2010)

33. A new integrated communications model The goal is NOT to channel content to audiences, but audiences to content

34. Channeling audiences to content

35. Modern means to build an image #1 – Listen obsessively #2 – Be authentic & transparent #3 – Go peer-to-peer #4 – Focus on the 1% #5 – Be human #6 – Build relationships #7 – Commit for the long-term #8 – Use storytelling

36. Listen obsessively

37. Be transparent “When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.” Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in Advertising http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf Source: The Customer Collective Blog http://www.thecustomercollective.com/Home/36101

38. Go peer-to-peer

39. Focus on the 1%

40. Be human

41. Build relationships

42. Use digital storytelling

43. Every company a media company?

44. Closing Thoughts

45. Everything that famously goes wrong is now called a ‘PR disaster’

46. Be prepared to apologize

47. Something to think about

48. Burson-Marsteller Asia-Pacific Find us online