lecture 8 future of mpr

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Marketing Public Relations and Audience Lecture 8

Future of MPR

Developed and Presented by

Roy Ying, Msc., BSG, B.Comm., MHKIoD

Note: Pictures used in this power point file

is for academic Purpose only

Post Graduate Diploma in PR & Exhibitions Management

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Table of Contents

• Social Trends Affecting MPR

• Digital Trends Affecting MPR

• Core Competence of MPR Managers

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Social Trends 2012

• Navigating the new normal

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Social Trends 2012

• Live a little

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Social Trends 2012

• (Lost) Generation Go

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Social Trends 2012

• Rise of Shared Value

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Social Trends 2012

• Marriage Optional

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Social Trends 2012

• Screened Interaction

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Trends 2012

• Celebrating Aging

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Table of Contents

• Social Trends Affecting MPR

• Digital Trends Affecting MPR

• Core Competence of MPR Managers

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Social Media Revolution 2012

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Let’s Look at 2011

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What was it like in 2010?

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What does it mean to PR

• It revolutionizes press releases’ design, function and content

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Meaning to MPR Managers?

• Social media is migrating to mobile media

• Boundaries between work, live and play are getting blurred

• Broadcast message where the customers are listening

• Convert potentials into dollars and cents

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Digital Trends 2012

• Mobile Commerce

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Digital Trends 2012

• Mobile Commerce– Brands need to ensure that their operations are

optimised for people using mobile throughout the purchase process

– This includes mobile search (organic and paid), mobile apps (not just for the iPhone, but also Android, Windows and tablets), and ensuring that sites work well with mobile

– Any links for mobile should point to a mobile site, and any links online should recognise when a visitor is using a mobile device and automatically redirect for the best experience

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Digital Trends 2012

• Mobile Payment

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Digital Trends 2012

• Mobile Payment

– Brands need to be aware of the new retail

environment

– Mobile payment is quicker and in many cases more

convenient

– Can you equip store staff with readers, to make

purchase easier?

– If NFC becomes popular, could you use it for anything

else, for example giving more information in store, or allowing access to events?

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Digital Trends 2012

• Mobile + TV

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Digital Trends 2012

• Mobile + TV

– Be aware that people watching your ads or your

sponsorships on TV may be actively using the internet

– Make it easy for them to find more information – buy keywords relating to advertising content so that when

people search they will find your official pages

– Use social media around what the brand is doing on

TV – engage in conversations, and make sure that there are people online to field queries or amplify

good comments made in social media

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Digital Trends 2012

• Connected TV

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Digital Trends 2012

• Connected TV

– Think about how your brand would fit into TV through

apps & extra content

– This includes games and entertainment, and also making sure that you are visible in social media &

search when your brand is likely to be on TV

– New opportunities within these environments include

ads within the electronic programme guide (EPG), and pre-rolls in videos

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Digital Trends 2012

• Development of Ecosystems

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Digital Trends 2012

• Development of Ecosystems

– With mobile a handset is no longer just a handset. It

needs an ecosystem of content and applications

– Phones and other devices are not just sold on their

capabilities, but on what they will be able to do in the future

– Be aware of the different ecosystems, and make sure that you are accessible by them, but not exclusively

– For example, produce apps for all of the main platforms, but also be aware which your users are

most likely to have access to

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Digital Trends 2012

• Education

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Digital Trends 2012

• Education– The big changes in society brought about by digital

media and the ease of communication haven‟t yet hit education, but they will do soon

– Video is a great way of teaching anything from cookery to craft but it’s also great for more formal education

– We may be entering a new, more DIY age, and there could be a place for brands to help enable communication and resources, for example sponsor physics or maths hangouts?

– Can this become the emerging CSR initiative?

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Digital Trends 2012

• Hijack and Guerrilla Marketing

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Digital Trends 2012

• Hijack and Guerrilla Marketing

– Brands can act quickly and do things in the short

term, often at the expense of competitors

– All are perfect for opportunist marketing, and produce

incidents that are likely to be seen by millions very quickly, and could be used for unofficial and irreverent

marketing

– Beyond this, what are your competitors‟ marketing

calendars?

– Also, be aware that what you are doing may get

hijacked – how can you protect yourself?

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Digital Trends 2012

• eBay for Services

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Digital Trends 2012

• eBay for Services– Get involved!

– Think about what you could buy, and what you could sell (maybe a sub-brand via these sites)

– Major brands are now very active users of eBay to sell goods, especially excess supply

– Could you use any of these services to sell excess capacity, or even recruit short term staff?

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Digital Trends 2012

• Online shopping, offline delivery

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Table of Contents

• Social Trends Affecting MPR

• Digital Trends Affecting MPR

• Core Competence of MPR Managers

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10 Tips

• These are intended for you in

– Surviving in the PR industry

– Staying excited about your job

– Becoming a respected professional

– Building a sustainable future for yourself

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1. Plan your activities wisely

• Select just one news you want to broadcastor an activity at anyone time.

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2. Know your company, and your

internal policies well

• When you start any new PR job, you should be a

position to produce or influence the following:

– Corporate profile (broiler plate)

– Top management profile (bio)

– User friendly website(s)

– Annual report (even if you are not a listed firm)

– Media engagement protocol

– Corporate branding policies

– Budget allocations

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3. Align PR objectives with the

company’s business objectives

• List and clarify the objectives or benefits you hope to gain from your media campaign.

• Or else, you could be spending resources yet not sure whether you are delivering a good job.

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4. Identify Your Target Customer

Markets

• Before you decide what PR activities to conduct or even select the media you want to approach, you need to understand your end customers:

– How old are they?

– Where are they located?

– What do they for a living?

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5. Know How to Pitch Stories and

Increase Press Coverage

• Build and maintain a media list.

• Know your editors and their deadlines.

• Position yourself as credible source of information.

• Create regular networking opportunities.

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5. Know How to Pitch Stories and

Increase Press Coverage

• Develop "champions" - high-profile individuals to be your spokespersons.

• Monitor the press for opportunities to respond to reported issues that allow you to talk about your own business.

• Monitor speaker opportunities and other editorial/seminar opportunities - then send a press release about them!

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6. Integrate your social media

presence with your employers’

• Be strategic - ask yourself where your target audience is, and what you want them to know about you.

• Be prepared to spend time.

• A social media protocol.

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7. Learn how to manage PR activities

And do the following based on your level of resources:

• Start some social media pages: blogs, Facebook, Weibo.

• Enter awards.

• Fairs, field days and exhibitions pertinent to your industry.

• Advertorials - whereby you pay the advertising department for the space for your editorial-style stories.

• Public speaking opportunities in front of your target customers or influencers.

• Networking – build your own or participate in someone else’s activities.

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8. Train yourself to be PR savvy

• You are the PR consultant to your bosses and

major stakeholders. They look to you for

professional advices. It’s important that you at

least appear to be:

– Expert public speaker

– Media interviewer

– Event manager

– Communicator

– Conversant in all public affairs related to the company

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9. Be in the circle

• The world of PR is changing, so please keep yourself up to date.

• The best way is to keep in touch by:

– Going to school

– Joining a professional institution

– Getting connected on LinkedIn’s PR groups

– Reading a book

– At least watching some youtube video on PR

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10. Learn upward management

• It is not easy, but remember, you are the PR expert, not them.

• Align your PR objectives with corporate business objectives so you boss has a vested interest in your success.

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I will leave you with 2 words

From Steve Jobs:

“Stay Hungry!”

Thank you!

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