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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 ...
PR Media Production
Session 2: The Old vs. The New Rules of PR
What is pr?
Lee & Bernays (1900s)
“a management function, which tabulates public
attitudes, defines the policies, procedur...
web 2.0?!
“…is the business revolution in the
computer industry caused by the
move to the internet as platform, and
an att...
pr 2.0?!
“…is the realization that the Web
changed everything, inserting
people equally into the process of
traditional in...
marketing 3.0?!
“Value driven-marketing
where consumers play the
key role of creating the
value through co-creation of
pro...
the rules of PR
Companies communicate to journalists via press release
Companies have to have significant news before they...
the rules of marketing
Marketing means advertising (and branding)
Advertising is one-way: company to consumer
Creativity i...
How did you get the ink?
Write a release Send to dozens of media
Wait
Wait
Media monitoring
Media monitoringYou get a phon...
How do you get the ink now?
Before you buy your laptop...
• What do you do?
• Who do you ask?
• Where do you browse?
• Who do you trust?
How often do you complain?
How do you feel?
• When someone from the organization
replied?
• When there’s a follow up after the reply?
• What do you d...
Advertising?
Target audience is too broad
Relies on interruptive messaging
The hero is the brand
Pr needs to change!
Relies heavily on the media, not the audience
PR is very self conceited.
The message is targeted for t...
Is traditional media still important?
Why do we need new rules?
Session 2: The Old vs. The New Rules of PR
Chris Anderson’s The Long
Tail
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
“
The long tail of marketing
“The theory of the Long Tail is that our culture and
economy is increasingly shifting away fr...
The success story of long tail
• iTunes
• Amazon
• eBay
• Pay per view TV
• Grameen bank
Convergence: marketing & PR
MARKETING
PUBLIC
RELATIONS
ADVERTISIN
G
“
CONTENT IS KING!
“Every business has information that can
contribute to the education of the marketplace.
You need to as...
“
CONTENT IS KING!
“Instead of writing press releases only when we have
big news – releases that reach only a handful of
j...
Communication is...
0
10
20
30
40
50
Talking Listening
Communication
Communication
Law of the jungle
The law of the party
On pr 2.0
Everyonis a publis
The old rules
Company
A
The new rules
Company
A
Snezana Swasti Brodjonegoro 2015. Intellectual property right is protected.
APAC SOCIAL MEDIA
LANDSCAPE
the next
BIG
thing
Snezana Swasti Brodjonegoro 2011. Intellectual property right is
protected.
People are smarter than they are
before.
PEOPLE TRUST PEOPLE – even
those they don’t know
People tend to tune out to adver...
thenewrulesof
marketing&pr
PR is for more than just mainstream media audience
People want participation, not propaganda
PR...
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Session 2 - Old & New Rules of PR and Marketing

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Session 2 of this class covers the old rules of PR & Marketing, the changing industry landscape and why we need new rules of marketing & PR.

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Session 2 - Old & New Rules of PR and Marketing

  1. 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. 2. PR Media Production Session 2: The Old vs. The New Rules of PR
  3. 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. 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 2015. Intellectual property right is protected.
  5. 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 2015. Intellectual property right is protected.
  6. 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 2015. Intellectual property right is protected.
  7. 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. 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. 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. 10. How do you get the ink now?
  11. 11. Before you buy your laptop... • What do you do? • Who do you ask? • Where do you browse? • Who do you trust?
  12. 12. How often do you complain?
  13. 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. 14. Advertising? Target audience is too broad Relies on interruptive messaging The hero is the brand
  15. 15. Pr needs to change! Relies heavily on the media, not the audience PR is very self conceited. The message is targeted for the media, not the audience.
  16. 16. Is traditional media still important?
  17. 17. Why do we need new rules? Session 2: The Old vs. The New Rules of PR
  18. 18. Chris Anderson’s The Long Tail Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  19. 19. “ 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.” “
  20. 20. The success story of long tail • iTunes • Amazon • eBay • Pay per view TV • Grameen bank
  21. 21. Convergence: marketing & PR MARKETING PUBLIC RELATIONS ADVERTISIN G
  22. 22. “ CONTENT IS KING! “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.” – Jim Petersen, CEO, The Concrete Network “
  23. 23. “ CONTENT IS KING! “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.” - David Meerman Scott, author of The New Rules “
  24. 24. Communication is... 0 10 20 30 40 50 Talking Listening Communication Communication
  25. 25. Law of the jungle
  26. 26. The law of the party
  27. 27. On pr 2.0 Everyonis a publis
  28. 28. The old rules Company A
  29. 29. The new rules Company A
  30. 30. Snezana Swasti Brodjonegoro 2015. Intellectual property right is protected. APAC SOCIAL MEDIA LANDSCAPE
  31. 31. the next BIG thing Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  32. 32. 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.
  33. 33. 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.

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