This is the presentation material for my class at UI International Program - PR Media Production. Session 2 - Understanding the Audience and The Importance of Storytelling

1. content
• Definition of web 2.0, pr 2.0, marketing 3.0
• The old rules vs. the current situation with
the web
• Why do we need new rules
– Long tail
– Convergence between PR & marketing
• The new rules

2. PR Media Production
Session 2: The Old vs. The New Rules of PR

3. What is pr?
Lee & Bernays (1900s)
“a management function, which tabulates public
attitudes, defines the policies, procedures and
interests of an organization… followed by executing
a program of action to earn public understanding
and acceptance.”
PRSA (2011 & 2012)
“Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics.”

4. web 2.0?!
“…is the business revolution in the
computer industry caused by the
move to the internet as platform, and
an attempt to understand the rules
for success on that new platform.
Chief among those rules is this: Build
applications that harness network
effects to get better the more people
use them. (This is what I've elsewhere
called "harnessing collective
intelligence.")” – O’Reilly
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

5. pr 2.0?!
“…is the realization that the Web
changed everything, inserting
people equally into the process of
traditional influence.” - Solis
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

6. marketing 3.0?!
“Value driven-marketing
where consumers play the
key role of creating the
value through co-creation of
product and service” - Kotler
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

7. the rules of PR
Companies communicate to journalists via press release
Companies have to have significant news before they can write a press release
You’re not supposed to send a release unless it includes quotes from third
parties, such as customers, analysts, and experts
PR and marketing are separate disciplines run by different people with separate
goals, strategies,, and measurement techniques
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

8. the rules of marketing
Marketing means advertising (and branding)
Advertising is one-way: company to consumer
Creativity is the most important component of advertising
Advertising and PR are separate disciplines run by different people
with separate goals, strategies, and measurement criteria
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

9. How did you get the ink?
Write a release Send to dozens of media
Wait
Wait
Media monitoring
Media monitoringYou get a phone call
Some quotes
It‟s published!

10. How do you get the ink now?

11. What do you think??
• Do you think it‟s the work of Jokowi-Ahok‟s
campaign team?
• The PR team?
• What do you think was the underlying
thought behind the video? Why did they
make the video?
• If you were a journalist, would you write
about this? Why?

12. How often do you complain?

13. How do you feel?
• When someone from the organization
replied?
• When there‟s a follow up after the reply?
• What do you do after that?
• How do you feel towards the brand after
that?

14. Before you buy your laptop...
• What do you do?
• Who do you ask?
• Where do you browse?
• Who do you trust?

15. Why advertising didn‟t work as
well
• Target audience is too broad
• Relies on interruptive messaging
• The hero is the brand

16. Why pr needs to change
• PR is very self-conceited
• The message is targeted for the media,
not the audience
• Relies heavily on the media, not the
audience

17. Yes, (trad) media are still
important...
• Who doesn‟t want to be covered by
Kompas?
• The Jakarta Globe / The Jakarta Post?
• Bisnis Indonesia?
• Femina?
• The Rolling Stone Indonesia?
• Indonesia Tatler?
• Aired in JakFM / Prambors?

18. Why do we need new rules?
Session 2: The Old vs. The New Rules of PR

19. Chris Anderson’s The Long
Tail
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

20. The long tail of marketing
“The theory of the Long Tail is that our culture and
economy is increasingly shifting away from a focus
on a relatively small number of “hits” (mainstream
products and markets) at the head of the demand
curve and toward a huge number of niches in the
tail. As the cost of production and distribution fall,
especially online, there is now less need to lump
products and consumers into one-size-fits-all
containers. In an era without the constraints of
physical shelf space and other bottlenecks of
distribution, narrowly targeted goods and services
can be as economically attractive as mainstream
fare.”

21. The success story of long tail
• iTunes
• Amazon
• eBay
• Pay per view TV
• Grameen bank

22. Convergence: marketing & PR
• In the web, online content in all of its forms
is causing convergence of marketing and
PR that doesn‟t really exist off-line.
• Content represents who you are.
• Content drives action.
• Great content brands an organization as a
trusted resource and calls people to
action.

23. Jim petersen, ceo, the concrete
network
“Every business has information that can
contribute to the education of the
marketplace. You need to ask yourself, „How
can I get that information out there?‟… Get
down to the essence of what your product
solves and write good stories about that and
publish them online.”

24. Dave meerman scott
“Instead of writing press releases only when
we have big news – releases that reach only
a handful of journalists – we should be
writing releases that highlight our expert
ideas and stories, and we should be
distributing them so that our buyers can find
them on the news search engines and
vertical content sites.”

25. Communication is...
• 50% talking
• 50% listening

26. • The media you produce is the place where
you talk
• But prior to that, you have a whole lot of
listening to do to know what to talk about
• To join the conversation

27. Law of the jungle

28. The law of the party

29. On pr 2.0
• Everyone is a publisher
• Once it‟s on the web, it‟s there forever
• Reporters and editors use the web to seek
out interesting stories, people and
companies. Will they find you?
• Companies are now communicating
directly with their customers
• Everybody loves to feel heard

30. The old rules
Company
A

31. The new rules
Company
A

32. Credit: Hanny Kusumawati, Raconteur
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

33. the next
BIG
thing
Snezana Swasti Brodjonegoro 2011. Intellectual property right is
protected.

34. People are smarter than they are
before.
PEOPLE TRUST PEOPLE – even
those they don’t know
People tend to tune out to advertising
in conventional media due to clutter or lack
of free time
PR is about reputation building &
management – and it is public
You can now communicate directly to your
consumers
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

35. thenewrulesof
marketing&pr
PR is for more than just mainstream media audience
People want participation, not propaganda
PR ≠ boss seeing your company on TV. PR = buyers seeing your
company on the web
PR is now P again, thanks to the internet
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.