PR 101

Dian Noeh Abubakar

02 December 2010

Female, July 2004 edition

Let’s begin with…

Public Relations

• PR campaigns enable others

do the talking for you.

• Relies on persuasion and

credibility.

• the big bang approach advocated by

advertising people is different with a slow

build-up by PR

• the crucial ingredient in brand building,

and how only PR can supply that

credibility

• Linear. One thing leads to another.

PR compared to advertising fellow

Weber Shandwick defines the right message for the

right community and delivers it in such a way that

it does one thing. Ignites advocacy.

And this is how ….

CEOs do PR.

• Create an environment into which to move a business

• Build loyalty and trust

• Face fewer risks of crisis and recover sooner

• Build momentum for sales

• Shape brand and reputation of the company and personal

branding, connect to communities of the organization that

he / she represents

• Cost effective and fluid

Why business leaders like PR

The key in PR: messaging.

We can use moments and unintended

moments to become PR moments.

Why are quoted in media?

Strong brand starts with aspiration and trust. Not popularity.

Delivered brand experience through his

consistent fair play and amazing matches. He

recorded achievement as a group, and

individual. Zidane and his strong

determination made him the star of the match

and the engine for the team and lastly, Zidane

has been able to apply the concept of

emotional branding.

Marc Gobe in his book Emotional Branding

said that emotional branding occurs when

there is aspiration. Zidane has inspired

children, especially immigrants, about hard

work, reward and accolades.

Strong brand starts with aspiration and trust. Not popularity.

Personality. Zidane has an emotional

dimension of being a soccer genius and

patient general. This is aligned with Karl

Speak’s thought that personal branding is

about value system between the brand and

audience.

TRUST. Trust level grows along with

reputation and it takes time to build one. List

of awards and consistency those reflected

positive quality have produced a bank of

high trust level of Zidane resulting caliber

soccer player Beckenbauer supported him

in the case of heading Materazzi.

Brands. And PR

Internal aspect: what we want others to

perceive us.

External aspect: what others see us.

These two have to be synchronized. In

business world, it’s align with the market and

business objectives.

Use PR to project: Visual. Actions. Words.

Believing the messages: Who?

Built credibility: People have been able to

trust you in the past

Thought leaders: Be an expert on solving a

problem

(1) Appropriate

(2) Meaningful

(3) Memorable

(4) Understandable

(5) Believable

Proposed message need to be…

Copyright © Allyn and Bacon 2009

Trusted Organization. Communicative

CEO.

Leaders and talks in media platform.

Everyone is a Journalist Now

“When everyone has a blog, a MySpace page or

Facebook entry, everyone is a publisher. When everyone has a

cellphone with a camera in it, everyone is a paparazzo. When

everyone can upload video on YouTube,

everyone is filmmaker.”

What media want to know

1. Stories that capture the readers attention

2. Elements of an interesting piece: controversy,

conflict, drama, personalities and change

3. 5W 1H

Social media

empowers people.

Leaders can drive

communication or

participate only.

Thank you.

_ _ _Dian Noeh Abubakar

Vice President, Weber Shandwick / Indonesia

M +62 855 100 2796

dabubakar@webershandwick.com dian_noeh@hotmail.com

Twitter: dian_noeh Facebook & LinkedIn: Dian Noeh Abubakar

Blog: http://diannoeh.wordpress.com

Weber Shandwick

Advocacy starts here.

PRWeek International Consultancy of the Year 2009

PRWeek Global Agency Report Card 2009 – Gold Medal Winner

The Holmes Report Global Agency of the Year 2008