1. Brand Public Relations
How to Emerge Our Brand from
the Communication Crowd
Silih Agung Wasesa,
Managing Partner AsiaPR
silih@asiapr.net

2. 01 UpgradeYour Brand Communication
How Public How Integrate Evaluate KPI
Relations Develop
Public of Public
Brand PR Plan
Make Benefits Relations Relations

3. Zapping Behaviour
69% interested in
Zapping

4. Ad Spending Problem
100% Increase in
ad spending
1 - 2%
Just to add in sales

5. Ad Return of Investment (ROI)
Only
18% of TV ad
generate positive ROI

6. 02 Urban Quick Reading
The Bigger
The Second of The Kids are School
Social Life; “Number Responsibility
Hobbies One”; More (Cause of The Image is
and/0r Hang Powerful and “feeling guilty” Flat
Out More Bargain of parents, and
Community Power of Kids Work Hours
Needed)

7. Communication Changes…and
The Image is Flat…

8. Brands Communication Obstacles
“
Make sure that customers still use our brands…in their every single live
(Olympic to Arbatros; repositioning KFC; Mc Donald and or Tony Jack; First car to Second
Car; First Home to Next Home)

9. Brands Communication Obstacles
“
Smart Communication to the Customer; not as individual any more, but
also part of their communities.

10. Brands Communication Obstacles
“
Crowded Brand Activation in more community; Present at ibu-ibu
arisan, speaking on behalf of healthy living, green campaign and global
warming.

12. 03
Why Public Relations?

13. 03
Why Public Relations?

14. 03
Why Public Relations?
Public Relations Develop Brand Conversation……
For FREE…..
Product users, Minimum Budget…
potential buyers, Brand Ambassador
complainers, brand (brand experience),
evangelist, and off Public Opinion
course the Marker, Script
employee. Writer, Film Director
Anatomy of Buzz

15. 03
Why Public Relations?
Public Relations Engineer Media Content…..
Key Message
Development Key Message House
The Broadway
Messages

16. 03
Why Public Relations?

17. 03
Why Public Relations?
Public Relations have more credibility compare than Advertising….

18. 03
Why Public Relations?
Public Relations Educate Customers Directly;
not always through mass media…

19. How Public Relations Supports
Brand Performance?

20. 04
Educate Consumer
Public Relations helps Brands to educate costumer
through their state of mind…
• on pre • when • make
launch, products conversation
launch, post have a in costumer’s
launch problems communities
1 2 3

21. 04
Educate Consumer
How Automotive Industries Change “White”
becoming VVIP Colour (from “colour perceives as
ambulance in Indonesia)

22. 04
Educate Consumer
How Unilever develop customer basic image that
they concern about environment and green issues?

23. 04
Educate Consumer
How Faber Castell changes perception through
school teacher that Pencil and Stationery is
Faber Castell…

24. Issue Recovery and Defend
from Competitor Attack
With the spin doctor specialist, PR can help
brands to recover negative issues, both
corporate and/or product issues.

25. 05 Issue Recovery and Defend from
Competitor Attack
How Teh Botol Sosro save their brands
from HOAX in cyber space?

26. 05 Issue Recovery and Defend from
Competitor Attack
How Unilever was doing simple recovery when it’s
detected that Pepsodent contained formalin?

27. 05 Issue Recovery and Defend from
Competitor Attack
How Mineral Water Industry being killed its character
from E. Coli Bacteria Research?

28. 05 Issue Recovery and Defend from
Competitor Attack
How Toyota fight back competitor’s attack through
Cyber when doing soft recall on Innova’s damage?

30. 06 Develop Stakeholder Loyalty
How Citibank changes High Profile Image into
Low Profile through their employee?

31. 06 Develop Stakeholder Loyalty
How Garudafood can build employee’s awareness to
responsible for GarudaFood Sales at Alfamart?

33. 07 Brand Community Paradigma
More independent What is the
and loyal the If it is unattached, foundation that we
community, so will the community can build from every
become stronger can move into Brand community program
our brand Ambassador or that is done?
contrariwise?

34. 07 Brand Community Paradigma
Community should have Informal Leader:
Gossip Promoter(15%), Follower (70%), Looser (3%),
Sitting Duck (1%) and Trouble Maker (1%), Swinger
(10%).

35. 07 Brand Community Paradigma
Community by We should Design
Question: How if we Community by
Accident is stronger
can’t Community by Accident….
than Community By
Accident?
Design

36. 07 Brand Community Paradigma
Community for Corporate Branding…
1. Fund (Scholarship Cycle) that
will develop, and sustain
2. Bottom Up Awarding.
3. Hit and Run Treatment.

37. 07 Brand Community Paradigma
Community for Corporate Branding…
1. Lifestyle, Exclusive dan Minority
2. Update product function.
3. Emotional Bonding Program.

40. 08 Public Relations Tools for Tactic in
Brand Communications
Cyber Public Relations
Utilize Underground and Social Media, Public Relations can develop
shadow boxing, direct and indirect message.
Brand Community
PR skill to create Third Party Endorser, Public Relations can enhance
community become independent but having strong loyalty
Create Buzzing
PR Skill to recognize Group Communication Activity, to help brand in
doing issue anatomy and creating it.
Media Engineering
Supporting with the basis of media management, both content or
context, PR can synchronize management message, media’s need
and public reading attitude.

42. 09 Public Relations Infrastructure for Brand
Communication
Media Management:
PR Understanding on Media is not only in Media Relations
(Press Conference, Media Gathering, or Media Break) but also
in Media Database, Issue Need Analysis, and Media Message
Matrix between TV, Radio, and Print Media

43. 09 Public Relations Infrastructure for Brand
Communication
Message Management
PR should precise on delivering message, both using
media or directly to the target audience. Therefore, PR
should have Key Message Development and Key
Message House on each program.

44. 09 Public Relations Infrastructure for Brand
Communication
PR Manual
PR should become a system, So whoever the officer, he/she
will assess same high working quality. Therefore PR Manual
is needed in order to avoid from individual

45. The new Strategic Communication
Talk
Connect
Participate
Main
Strategy
Community Engage

46. The Key Important Factors:
01 02 03 04
Knowing A simple message, Speak to the Heart Your Brand
Where To Play well told Everywhere
» Identifying strategic » Simple, defined messages » New Media & Touchpoints
segments early » Take the consumer » Old Media used well » Try different channel
» Know thy consumer experience » Converting online chatter
» Make it their cause to human interaction
05 06 07 08
No Small Change Building engagement Evolution of Message Be Prepared To Win
Platforms
» Keeping the doors open » Keeping the doors open » Laddering of platforms » Post-Launch Build-up
» Giving social networks the » Giving social networks the » Strategy setting in good » Keeping up consumer
tools to self-organise tools to self-organise time engagement

48. Thank You