3. Public Relations
• PR campaigns enable others
do the talking for you.
• Relies on persuasion and
credibility.
4. PR compared to advertising fellow
• the big bang approach advocated by
advertising people is different with a slow
build-up by PR
• the crucial ingredient in brand building,
and how only PR can supply that
credibility
• Linear. One thing leads to another.
5. right message for the
Weber Shandwick defines the
right community and delivers it in such a way that
it does one thing. Ignites advocacy.
And this is how ….
8. Why business leaders like PR
• Create an environment into which to move a business
• Build loyalty and trust
• Face fewer risks of crisis and recover sooner
• Build momentum for sales
• Shape brand and reputation of the company and personal
branding, connect to communities of the organization that
he / she represents
• Cost effective and fluid
9. The key in PR: messaging.
We can use moments and unintended
moments to become PR moments.
11. Strong brand starts with
aspiration and trust. Not
popularity.
Delivered brand experience through his
consistent fair play and amazing matches. He
recorded achievement as a group, and
individual. Zidane and his strong
determination made him the star of the match
and the engine for the team and lastly, Zidane
has been able to apply the concept of
emotional branding.
Marc Gobe in his book Emotional Branding
said that emotional branding occurs when
there is aspiration. Zidane has inspired
children, especially immigrants, about hard
work, reward and accolades.
12. Strong brand starts with aspiration and
trust. Not popularity.
Personality. Zidane has an emotional
dimension of being a soccer genius and
patient general. This is aligned with Karl
Speak’s thought that personal branding is
about value system between the brand and
audience.
TRUST. Trust level grows along with
reputation and it takes time to build one. List
of awards and consistency those reflected
positive quality have produced a bank of
high trust level of Zidane resulting caliber
soccer player Beckenbauer supported him
in the case of heading Materazzi.
13. Brands. And PR
Internal aspect: what we want others to
perceive us.
External aspect: what others see us.
These two have to be synchronized. In
business world, it’s align with the market and
business objectives.
Use PR to project: Visual. Actions. Words.
14. Believing the messages: Who?
Built credibility: People have been able to
trust you in the past
Thought leaders: Be an expert on solving a
problem
15. Proposed message need to be…
(1) Appropriate
(2) Meaningful
(3) Memorable
(4) Understandable
(5) Believable
18. Everyone is a Journalist Now
“When everyone has a
blog, a MySpace page or
Facebook entry,
everyone is a publisher.
When everyone has a
cellphone with a camera
in it, everyone is a
paparazzo. When
everyone can upload
video on YouTube,
everyone is filmmaker.”
19. What media want to know
1. Stories that capture the readers attention
2. Elements of an interesting piece: controversy,
conflict, drama, personalities and change
3. 5W 1H
21. Thank you.
___
Dian Noeh Abubakar
Vice President, Weber Shandwick / Indonesia
M +62 855 100 2796
dabubakar@webershandwick.com dian_noeh@hotmail.com
Twitter: dian_noeh Facebook & LinkedIn: Dian Noeh Abubakar
Blog: http://diannoeh.wordpress.com
Weber Shandwick
Advocacy starts here.
PRWeek International Consultancy of the Year 2009
PRWeek Global Agency Report Card 2009 – Gold Medal Winner
The Holmes Report Global Agency of the Year 2008
