How to Emerge Our Brand from the Communication Crowd

Brand Public Relations

Silih AgungWasesa, Managing Partner AsiaPRsilih@asiapr.net

How Public Relations

Make Benefits

How Integrate Public

Relations

Develop Brand PR Plan

Evaluate KPI of Public Relations

01 UpgradeYour Brand Communication

69% interested inZapping

Zapping Behaviour

100% Increase inad spending

Ad Spending Problem

Just to add 1 - 2% in sales

18%of TV adgenerate positive ROI

Ad Return of Investment (ROI)

Only

Urban Quick Reading02

The Second of Social Life;

Hobbies and/0r Hang

Out Community

The Kids are “Number

One”; More Powerful and More Bargain Power of Kids

The Bigger School

Responsibility (Cause of

“feeling guilty” of parents, and

Work Hours Needed)

The Image is Flat

Communication Changes…and The Image is Flat…

Brands Communication Obstacles

Make sure that customers still use our brands…in their every single live (Olympic to Arbatros; repositioning KFC; Mc Donald and or Tony Jack; First car to Second Car; First Home to Next Home)

“

Brands Communication Obstacles

Smart Communication to the Customer; not as individual any more, but also part of their communities.

“

Brands Communication Obstacles

Crowded Brand Activation in more community; Present at ibu-ibuarisan, speaking on behalf of healthy living, green campaign and global warming.

“

Why Public Relations? 03

Why Public Relations? 03

Anatomy of Buzz

Why Public Relations? 03

Public Relations DevelopBrand Conversation……

Minimum Budget…Brand Ambassador (brand experience),

Public Opinion Marker, Script

Writer, Film Director

For FREE…..Product users,

potential buyers, complainers, brand evangelist, and off

course the employee.

Why Public Relations? 03

Public Relations Engineer Media Content…..

The Broadway Messages

Key Message HouseKey Message Development

Why Public Relations? 03

Why Public Relations? 03

Public Relations have more credibility compare than Advertising….

Why Public Relations? 03

Public Relations Educate Customers Directly; not always through mass media…

How Public Relations Supports Brand Performance?

Educate Consumer04

Public Relations helps Brands to educate costumer through their state of mind…

• on pre launch, launch, post launch

1

• when products have a problems

2

• make conversation in costumer’s communities

3

Educate Consumer04

How Automotive Industries Change “White” becoming VVIP Colour (from “colourperceives as

ambulance in Indonesia)

Educate Consumer04

How Unilever develop customer basic image that they concern about environment and green issues?

Educate Consumer04

How Faber Castellchanges perception through school teacher that Pencil and Stationery is

Faber Castell…

Issue Recovery and Defend from Competitor Attack

With the spin doctor specialist, PR can help brands to recover negative issues, both corporate and/or product issues.

Issue Recovery and Defend from Competitor Attack

05

How Teh BotolSosro save their brands from HOAX in cyber space?

Issue Recovery and Defend from Competitor Attack

05

How Unilever was doing simple recovery when it’s detected that Pepsodent contained formalin?

Issue Recovery and Defend from Competitor Attack

05

How Mineral Water Industry being killed its character from E. Coli Bacteria Research?

Issue Recovery and Defend from Competitor Attack

05

How Toyota fight back competitor’s attack through Cyber when doing soft recall on Innova’sdamage?

Develop Stakeholder Loyalty06

How Citibank changes High Profile Image into Low Profile through their employee?

Develop Stakeholder Loyalty06

How Garudafoodcan build employee’s awareness to responsible for GarudaFoodSales at Alfamart?

Brand Community Paradigma07

More independent and loyal the

community, so become stronger

our brand

If it is unattached, will the community

can move into Brand Ambassador or contrariwise?

What is the foundation that we

can build from every community program

that is done?

Brand Community Paradigma07

Community should have Informal Leader: Gossip Promoter(15%), Follower (70%), Looser (3%), Sitting Duck (1%) and Trouble Maker (1%), Swinger

(10%).

Brand Community Paradigma07

Community by Accident is stronger than Community By

Design

Question: How if we can’t Community by

Accident?

We should Design Community by

Accident….

Brand Community Paradigma07

Community for Corporate Branding…

1. Fund (Scholarship Cycle) that will develop, and sustain

2. Bottom Up Awarding.3. Hit and Run Treatment.

Brand Community Paradigma07

Community for Corporate Branding…

1. Lifestyle, Exclusive dan Minority2. Update product function. 3. Emotional Bonding Program.

Public Relations Tools for Tactic in Brand Communications

08

Cyber Public RelationsUtilize Underground and Social Media, Public Relations can develop shadow boxing, direct and indirect message.

Brand CommunityPR skill to create Third Party Endorser, Public Relations can enhance community become independent but having strong loyalty

Create BuzzingPR Skill to recognize Group Communication Activity, to help brand in doing issue anatomy and creating it.

Media EngineeringSupporting with the basis of media management, both content or context, PR can synchronize management message, media’s need and public reading attitude.

Public Relations Infrastructure for Brand Communication

09

Media Management: PR Understanding on Media is not only in Media Relations (Press Conference, Media Gathering, or Media Break) but also in Media Database, Issue Need Analysis, and Media Message Matrix between TV, Radio, and Print Media

Public Relations Infrastructure for Brand Communication

09

Message ManagementPR should precise on delivering message, both using media or directly to the target audience. Therefore, PR should have Key Message Development and Key Message House on each program.

Public Relations Infrastructure for Brand Communication

09

PR ManualPR should become a system, So whoever the officer, he/she will assess same high working quality. Therefore PR Manual is needed in order to avoid from individual

The new Strategic Communication

Main Strategy

Talk

Connect

EngageCommunity

Participate

The Key Important Factors:

01Knowing Where To Play

» Identifying strategic segments early

» Know thy consumer

02A simple message, well told

» Simple, defined messages» Take the consumer experience» Make it their cause

03Speak to the Heart

» New Media & Touchpoints» Old Media used well

04Your Brand Everywhere

» Try different channel» Converting online chatter

to human interaction

05No Small Change

» Keeping the doors open» Giving social networks the

tools to self-organise

06Building engagement

» Keeping the doors open» Giving social networks the

tools to self-organise

07Evolution of Message Platforms

» Laddering of platforms» Strategy setting in good

time

08Be Prepared To Win

» Post-Launch Build-up» Keeping up consumer

engagement

Thank You