REMEMBER PR IS A STATE OF MIND

1. PR IS A
STATE OF
MIND
NOT A TACTIC

2. • FROM PUBLICITY TO PR – A NEW WORLD
The 5 truths about PR today
• WHAT PR CAN ACHIEVE FOR YOU
• HOW TO CREATE AND TELL A STORY
IDEAS
STORIES
CONTENT
• HOW TO AMPLIFY THE STORY
INFLUENCERS
Paid Media
TRANSMEDIA STORYTELLING
• HOW TO ENGAGE IN 24/7 CONTEXT: THE POWER OF NOW.
30 MINUTES
AHEAD

3. PAID FOR
PUBLICITY
HIRED FOR
PUBLICITY
CELEBRATED
FOR PUBLICITY
ENGAGE
CELEBS OR
KOFS
PAID BY
CORPORATE
COMMS
CONTROL
STORY
CREATE
STUNTS AND
EVENTS
PUBLICITY
BRAND PR
BACK IN
2000

4. BRAND DNA
ADVERTISING
NEW PRODUCT LAUNCH
NEW PROMOTION
RE- LAUNCH
KOF / POS
EVENTS
PRESS CLIPPINGS
CONSUMERS
BRAND
MANAGER
PLANNING PR
CAMPAIGNS
BACK THEN

5. PAID OR EARNED ONLY
MASS ATTRACTION TO TV, BRANDS, ADVERTISING
NO FEEDBACK-CHANNEL
THE MONOPOLY FOR INFORMATION
THIS WORKED.
UNDER DIFFERENT
CONDITIONS.

6. Our world
Is changing
• Socialization of
media
• Consumerisation of
corporations
• Digitization of
information
• Automation of
insight

7. WHEN OLD MODELS
DONT WORK
FIND NEW MODELS

8. EVERYBODY IS
A PRODUCER
NEGATIVE CONTENT
ON PAGE 1
THE KINGDOM
OF MOBILE
INTERNET PENETRATION
IN CITIES
LOSS OF CONTROL.
GAIN IN
ENGAGEMENT

9. 1. Equal influence of traditional and social media. New “independent
sources” are trusted and influence the consumers
2. PR is mainly about engagement, increase trust and change
behavior not only purely “ amplification”
3. Each PR program must link to business objective “ the job to be
done”- PR strategies, Ideas and tactics must link to the job to be
done
4. PR is about creating a media –agnostic idea and amplify this idea
across all channels and help drive program success
5. Advertising can only have PR amplification if the idea can be
sharable and earn traction, PR program may not need
amplification through advertising
5 truths about
PR today

10. WHAT
PR CAN
ACHIEVE
FOR YOU

11. HOW CAN
YOU TRIPLE PRESS
COVERAGE AND REACH
MILLIONS???
ON WHAT PR IS
MEANT TO DELIVER...
FOR MY BUSINESS
FOR MY MASTERBRAND
FOR MY PRODUCT LAUNCH
FOR MYSELF
WE ALL HAVE
EXPECTATIONS…

12. THIS IS A LOT,
BUT NOT
CLEAR

13. SO WHAT IS THE BUSINESS GOAL?
WHAT IS THE JOB TO BE DONE?
BUILD THE CATEGORY OR GAINING MARKET SHARE?
CHALLENGER OR LEADER?
DEFEND MARKET SHARE?
KEEP LOYAL CUSTOMERS?
DEFEND PREMIUM PRICE?
WHERE TO
START

14. MAKE OUR BRAND
FAMOUS AND
SHAKE UP THE
MARKET D I S R U P T T H E C U R R E N T
M I L K S T E R E O T Y P E S
A N D L E A D A N E W
C O N V E R S A T I O N
Make first-time moms
switch from Pampers to
Huggies nappies,
because they understand
first-time moms better
Shift brand perception
and win the minds
and hearts of women
in their 20ies
CONVINCE MUMS TO
MAKE KIDS BRUSH THEIR
TEETH MORE OFTEN-
category building
Be perceived as the first
to own a true
innovation
Make Vietnamese
women prefer Ponds
over other beauty
brands – build brand
relevance and
preference
TURN OBJECTIVES
INTO A PR
BRIEF

15. WHAT YOU WANT TO SEE HAPPEN...
HEADLINES CONVERSATIONS ACTIONS
Define the
outputs

16. HOW TO
CREATE
AND TELL
A STORY

17. IT`S THE INSIGHT WHICH MAKES A GREAT STORY.
INSTINCT COULD BE RIGHT, INSIGHT IS BETTER.
THE TRIO OF BRAND INSIGHT, CULTURAL INSIGHT, CONSUMER INSIGHT.
http://www.youtube.com/watch?v=_2chTI14FQQ
http://www.youtube.com/watch?v=w08TVILY2LM
NO INSIGHT
NO STORY
RULE 1

18. How does your Purpose inform your
POV in that conversation?
How does the conversation help you to achieve
your business objective?
How are you an expert in the conversation and how
can you contribute in a meaningful and unique way?
DEODRANT
BODY ODOUR
PUBERTY
DATING
MUSIC AND PARTY
What is the conversation you want to be in?
RULE 2
DEFINE YOUR
CONVERSATIONS

19. Can be visualized, described in one sentence
Is the solution to the insight
Is about “them” – and not about us
Will easily “earn” engagement and support
Has the potential for a bigger and sustainable conversation,
as it is meaningful for many people over a long time
Is ownable, new and ideally bold
Is galvanizing – will lead to action
EVERY PR
CAMPAIGN
NEEDS AN IDEA
RULE 3

20. A GOOD STORY NEEDS
VILLAINS OR VICTIMS OR BOTH
SHARED EMOTION
(BETWEEN BRAND AND CONSUMER)
HEROES
SUSPENSE
CONSTANT FUELLING
RULE 4
STORY IS
MORE THAN
THE IDEA

21. Will easily “earn” engagement and support
Is about “them” – and not about us
Will easily “earn” engagement and support
Is about “them” – and not about us
Is the solution to the insight
Can be visualized, described in one sentence
GREAT PR PHOTOS ARE SHARED XXXXX BY 5 TIMES, VIDEOS BY 10 TIMES
INFOGRAPHICS INCREASE LIKELIHOOD OF CONTENT TO BE FORWARDED
80% OF VIDEOS BY TOP 100 BRANDS GET < 10,000 VIEWS
RULE 5
FACTS
YOUR STORY
INTO CONTENT
TRANSLATING

22. SHARED EMOTION
SURPRISING, FUN
AUTHENTIC & USEFUL
BOLD & BIG
VIDEO IS
POWERFUL IF…

23. TELLING STORIES AND
BEING BEAUTIFUL
INFOGRAPHICS
Need a visual
content
strategy too:
Audience,
Channels,
Format
Format: think
beyond 2-d:
Video,
Interactive,
Experiential
From good to
great: Beautiful,
Creative, Useful,
Complete &
appropriate

24. PR PHOTOS CAN BE
FROM REAL LIFE
UNLESS ATL TELLS A STORY
TOO – LIKE DOVE DID
A PR PHOTO IS
DIFFERENT FROM AN
ADVERTISING PHOTO
A PICTURE TELLS
A THOUSAND WORDS

25. HOW TO
AMPLIFY
THE STORY

26. STORIES TRAVEL –
BETWEEN EARNED, OWNED, SOCIAL AND HYBRID.
“PAID” MAKES THEM TRAVEL FASTER AND FURTHER.
YOU ARE THE TRAVEL AGENT.
EARNED HYBRID
SOCIALOWNED
MEDIA CLOVER-LEAF
RULE 1
TRANSMEDIA
STORY
TELLING

27. 8 NEWS STORIES THAT BROKE
VIA SOCIAL MEDIA
EGYPTIAN
UPRISING
HUDSON RIVER
PLANE CRASH
ANNOUNCEMENT OF
THE ROYAL WEDDING
NEWT GINGRICH
RUNNING FOR
U.S. PRECIDENT
OSAMA BIN LADEN
RAID AND DEATHHILLARY CLINTON
WON’T BE IN A 2ND TEAM
OBAMA CABINET
WHITNEY HOUSTON’S
DEATH
PROTESTERS KILLED
IN BAHRAIN
TWITTER
TWITTER
TWITTER
TWITTER
TWITTER
TWITTER
YOUTUBE
FACEBOOK
THE 1ST PERSON TO TWEET ABOUT THE OSAMA BIN LADEN RAID WAS A NEIGHBOR
WHO, WHILE COMPLAINING ABOUT THE NOISE NEXT DOOR ON TWITTER,
UNKNOWINGLY TWEETED ABOUT ONE OF THE BIGGEST NEWS STORIES OF THE DECADE.
NEWS FEEDS
REPLACE
MAINSTREAM
MEDIA

28. WHY?
WHO?
THE OLD INFLUENCERS
Experts JournalistsCelebrities Partnerships
THE NEW INFLUENTIALS
Bloggers Twitter power users Socialists People like u and me
Influencers have credibility and an existing
audience so the ultimate aim of engaging with
them is that you will be able to tap into that
audience and their conversations.
RULE NO 2
ENGAGE
INFLUENCERS

29. FACTS
RULES
Journalists use
blogs (89%) and social
networks (65%) to
research stories.
Influencers online want
to be “thought leaders“.
They are using search.
93% of user
experiences online
start with search
60% of
searchers click
the top 3
search results.
Your most important
keywords are your brand messages:
These are things you want to own
and you want to be known for
People search using
questions and negative terms,
not positive…so dry skin is far more
likely to be searched than
soft skin
Ensure all owned
and earned media is fully
optimised before launch and
update optimisation to reflect
any/all new content
A WORD ON SEARCH:
IT ALL HANGS
TOGETHER.

30. TRAININGS & GUIDELINES
KEEP THE LAWYERS OUT
BE EMPOWERED
HIJACK
PUBLISH
CREATEoptimize
spot a
trend
choose a
trend
develop
concept
approve
post
amplify
measure
GREAT AND EXHAUSTING
BRAND STORYTELLING CAN HAPPEN AT THE SPEED OF SOCIAL.
AND IN A CRISIS IT HAS TO.
A LAST
WORD ON
24/7

31. ...AND "SHARE" YOUR BRAND. BE PERSONAL.
THE PR BRIEF
WHAT DO YOU
EXPECT?
INPUTS I OUTPUTS I OUTCOMES
PR IS MORE THAN
PUBLICITY
I SOCIALLY DRIVEN MEDIA
ENVIRONMENT I
I PURPOSE I MOSTLY EARNED I
ENGAGEMENT I
FIND AN
ENTICING INSIGHT
DEFINE YOUR
CONVERSATION
IDEA
IDEA + STORY + CONTENT
BE VISUAL,
BE SHARABLE:
VIDEO + INFOGRAPHIC + PR- PHOTO
TRANSMEDIA
STORYTELLING
24/7+ PAID SEARCH
INFLUENCER
STORIES!
ANALYSIS --> ENGAGE --> NURTURE
REMEMBER PR
IS A
STATE OF MIND

33. 33
Comfort One Rinse and The Water Saving Mission

35. Thank You
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