lecture 8 future of mpr
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TRANSCRIPT
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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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