[Elite 2] Assignment 15.1 - PR - H.Ngọc

1. Assignment 15.1 – Public Relation (PR)
Hồng Ngọc

2. 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

3. 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

4. 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

5. 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)

6. 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.