EXERCISE 14.1

PUBLIC RELATIONSTRUNG HIEU – VAN HUONG

AGENDA

DEFINITION 360 degree of

PUBLIC RELATIONS

CASE STUDY

DEFINITION PUBLIC RELATIONSAdvertising/Corporate PR

Public relations is a strategic communication process that builds mutually beneficial relationships

between organizations and their publics.

PR IN GENERAL

INTERNAL EXTERNAL

Take care of its employees/owners/managers = manage the

relationships through several means.a

(Social media, emails, newsletter, house journal, bulletin board,

annual report,…)

Manage the relationships with media, public, customers,

government, creditors, shareholders,… (all the related parties)a

CSR, press, newspaper, events, competitions,…

The ultimate goal of PR is to create and maintain a favorable public image of an organization, brand, person.

Public relations is all about reputation – the result of what you do, what you say and keeping track of

what others say about you.

Employees OwnersManagers Suppliers Society Government

Creditors Shareholders Customers

ROLE

DEFINITION PUBLIC RELATIONS | EXTERNAL

PR 1.0

Journalists are the middle men

PR 2.0

Publishing on the internet -> Get traffic easily,

but traffic doesn’t mean buyers

STORY

is all it needs

PERSONAAUTHENTICITY

PROCESS OF PR

FACT FINDING PLANNING COMMUNICATION RESEARCH EVALUATION

Define problems &challenges as well asstrengths andweaknesses oforganization

-Estimate cost & man-hoursinvolved-Decide priorities amongmultitude of operations-Set targets for PR operations-Consider the feasibility ofcarrying out the intendedobjectives with availableresources

-Choosing channels & how to communicate (internal/external media, media/community/government relations, advertising,…)-Keep track of communication to drive perspectives in the right way.

-Evaluate performance-Research to understand consumers’ perspective on brand

DEFINITION PUBLIC RELATIONS | EXTERNAL | TREND

PESO-To achieve effectiveness inPR, we need to be in controlof EARNED MEDIA, drive itto the content of PAIDMEDIA and will bedeveloped with OWNEDMEDIA

-SHARED MEDIA isEARNED MEDIA ofconsumers

DEFINITION PUBLIC RELATIONS | INTERNAL

CORPORATE CITIZEN CORPORATE COMMUNICATION CORPORATE ETHICS

CORPORATE CITIZEN The legal status of a corporation in the jurisdiction in which itwas incorporated.

Company should has its role and responsibilities toward the society (Corporate social responsibility –CSR). CSR is a bunch of activities, campaigns made of a particular company in order to help createimpact on the society, environment, consumers, employees, communities, stakeholders, and many otherrelated parties.

CORPORATE COMMUNICATION Manageing information for key people within the company,the execution of corporate strategy, contents of message for various purposes internally and externally.

The department usually oversees communication strategy, media relations, crisis communications, internalcommunications, reputation management, corporate responsibility, investor relations, government affairsand sometimes marketing communication.

CORPORATE ETHICS Corporate ethics is a form of applied ethics or professional ethics thatexamines ethical principles and moral or ethical problems that arise in a business environment. It appliesto all aspects of corporate conduct and is relevant to the conduct of individuals and entire organization.

Business ethics are implemented in order to ensure that a certain required level of trust and transparencyexists between consumers and various forms of market participants with businesses and corporategovernance

CASE STUDY SINGAPORE

EXTRAORDINARY 50

CASE

STUDY BRIEF

BACKGROUND

OBJECTIVE

Singapore has always been a must-go destination for Vietnamese people. Still, the media and target audience in Vietnam (local) consider Singapore as a boring and expensive country and was not their 1st priority when it comes to tourism. Also, the main information sources about Singapore mostly come from articles which focus mainly on the following information: Singapore is centered around Orchard dream and meeting rooms; It is a green, clean, civilized and safe country; some well-known attractions are Merlion Park, Jurong Bird Park, Night Safari, Sentosa Island.

A focus-group discussion’s findings show that people don’t actually know Singapore can meet their various demand. To Vietnamese, there is nothing fun in Singapore. Additionally, the tour package to Singapore is combined with Malaysia’s to offer most famous attractions in a superficial manner. In short, both perception and available tourism offerings weaken the efforts of Singapore in recent years, which is refreshing itself to become a top-of-mind destination of arts, culture, sports, fashion, shopping and lifestyle. Mission is to convert the existing perception and incept the refreshed image of Singapore.

CASE

STUDY BRIEF

TARGET

PUBLICS KEY MESSAGE, CHANNELS

& TIMING

• Primary target: Enjoyers, who love

exploring the world in a comfortable way.

They concern not only entertainment,

shopping but also culture, sport, arts,

heritage, nature, culinary, world-class shows

etc. Moreover, the forms and natures of

their trips are more diversified: travel alone,

with friends, with family of three

generations, for honeymoon.

•Secondary target: Tourisim experts,

tourism meida.

•Key message: Let’s explore extraordianary

Singapore .

• Channels: local media, who are powerful

influencers on tourism knowledge and

offerings.

•Timings: November 2013 – August 2014

CASE

STUDY

STRATEGY &

CONCEPT STRATEGY

Get local media tell those stories by getting them engaged and experienced the “refreshed” Singapore. If they were excited, they will automatically become Singapore’s advocates and evangelists

CASE

STUDY DEPLOYMENT

PLAN

TRIGGER AMPLIFY EXPERIENCE

OBJECTIVE

KEY

MESSAGE

CONCEPT

CHANNEL

Propose 50 story angles of Singapore, best suit with the publication’s audience

Famous online and offline Vietnamese newspaper

Awakening an extraordinary Singapore in your mind

Attract awareness of new Singapore concept

PREPARATION Create themes and 16 familiarization trip with convenient arrangement and a myriad of tourism offerings .Those are exclusively designed for local media to feel refresh, happy and money-worthy

Spread 50 stories on social media

Social journalists, the hot Facebookers in order to communicate about Singapore to their fans

Invite you to visit extraordinary Singapore

Stimulate curiousity about new Singapore concept

Invite KOLs such as VJ Dustin from MTV to introduce experience for youths. A rich culinary heritage from street food (hawker centers) to fine dining of Singapore is also introduced to media through fam trips. The campaign also comes up with some travel tips, introduce Vietnam brand in Singapore just to emphasize that Singapore is a good place to live, work and enjoy.

Stimulate curiousity about new Singapore concept

It is interesting to experience and re-explore a not-just-for-shopping Singapore.

Give clues to explore new Singapore

Social media, Viral clip

Pitch new ways to shop in Singapore via a strong rise of local designers, suggest “Singapore up all night” with bars and sky bars, introduce international music shows, arts festivals, exhibitions and museums. A Singapore for hipsters with funky options, Singapore for men, and Singapore through the eyes of child are also unique angles of the campaign.

CASE

STUDY

OUTCOME &

EVALUATION

OUTCOME

Through soulful and in-depth outcomes of E50, Vietnamese audiences are inspired and getting used to a fresh image of Singapore. A report of STB depicts that 52% Vietnamese visitors returned to Singapore in 2013. 303,000 Vietnamese tourists visited Singapore in the first eight months of 2014 (14% year-on-year spike) and contributed $616 million to Singapore tourism industry. This can be considered as a clear proof for the campaign’s success in communicating there is something for everyone in Singapore.

EVALUATION

- Content marketing is used flexibly and wisely - Deep preparation to create extraordinary Singapore stories for journalists - Good understanding about consumer’s touch points

THANK YOU TRUNG HIEU – VAN HUONG