young marketers elite 2014 advertising pr - nhat duy- kim ha - ngoc dung

ASSIGNMENT 14.1 - PUBLIC RELATIONS

Ngọc Dung - Kim Hà - Nhật Duy

is a strategic communication process that builds mutually beneficial relationships between PEOPLE and BRANDS

PUBLIC RELATIONS

HOW DOES IT DIFFER FROM ADVERTISING?Advertising PR

“Build this product” Paid / expensive Build exposure Audience is skeptical Mass media: TV/ Radio, Newspaper,

billboard, internet

“This is important” Free or low cost Build Trust Media gives third party validation Specific tools: Press conference, news

releases, feature stories, social media

“PR is almost 90% more effective than advertising”

WHAT IS PR?

CONTEXT

CONSUMER UNDERSTANDING

STRATEGY

BIG IDEA

EXECUTION& EVALUATION

PR CAMPAIGN PROCESS

Analyzing the background, current situation

OBJECTIVE Define PR objective based on Marketing objective

Finding insight, understanding customer’s lifestyle, attitude, and media behavior

Building the plan how we tell the stories to the audience

Building the story what we communicate to the audience

Building goodwill among the brand’s target market through community,

philanthropic and special programs and events

Public relations practice is about establishing and maintaining understanding between a BRAND and its PUBLIC by:

Building awareness and a favorable image for the brand within stories and articles found

in relevant media outlets

Closely monitoring numerous media channels for public comment about brand

Managing crises that threaten company or product image

ROLE OF PR

EXTRAORDINARY 50PR CAMPAIGN EXAMPLE

Campaign: EXTRAORDINARY 50

Award: BEST USE OF CONTENT at PR Awards 2015

Agency: MASSO Group

Client: Singapore Tourism Board

EXTRAORDINARY 50PR CAMPAIGN EXAMPLE

CONTEXTMany Vietnamese consider traveling to Singapore boring, expensive and not their top of mind when it comes to traveling

CONSUMER UNDERSTANDING

Vietnamese travelers want new experience, not just shopping, entertainment or other modern infrastructures. They have a tendency to discover other aspects such as culture, art, heritage…

CHANGE THEIR PERCEPTION BY TELLING SINGAPORE STORY IN A DIFFERENT WAY

EXTRAORDINARY 50PR CAMPAIGN EXAMPLE

STRATEGY

MASSO Group uses prestigious sources and media channels in Vietnam to tell their stories in different angles

Famous “Storytellers” Power of Media+

BIG IDEA: EXTRAORDINARY 50The number 50 is used to celebrate 50 years of development of Singapore Tourism Board

EXECUTION:Trigger

- 50 press agents will tell 50 unique stories about Singapore- Invite hot Facebookers & TV Station … to join the campaign

Experience

Conduct 16 fam trips for journalists & reporters to

experience Singapore under different angles

Amplify

Publish collected materials from 16 fam

trips

EXTRAORDINARY 50PR CAMPAIGN EXAMPLE

RESULT

Number of articles & TV news is 3 TIMES higher than KPI and communication value is: 1,284,169.71 SGD

STB’s report shows that: - 52% Vietnamese travelers come back to Singapore- Number of Vietnamese travelers to Singapore increase by 14%

THANK YOU