Public Relations 101
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Local hero saves child
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Visitor risks life to save child
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CORPORATE FAT CAT STRANGLES FAMILY
PET
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$28.6 billion
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The average annual public relations budget
in a publicly-owned company is $9.9
million.
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Crisis
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S P A R Kstrategic public relations
“We're sorry for the massive disruption it's caused to their lives. There's no one who wants this thing over more than I do,
I'd like my life back.”
Tony Hayward, ex-CEO, BP
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“Those words don't represent how I feel about this tragedy, and certainly don't represent the hearts of the people of BP — many of whom live and work in the Gulf — who are doing everything they can to make things right.”
Tony Hayward after PR advice
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S P A R Kstrategic public relations
S P A R Kstrategic public relations
BP pays record $4.5 billion
fine
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Fine: 20% of annual profit
Big business can absorb the fall-out
Greater impact on your small business
S P A R Kstrategic public relations
Pro-active beats Re-active
You set the story agenda
Creates a positive impression
Builds relationships with media Influencers
Earned media, not paid – for a reason
S P A R Kstrategic public relations
What does public relations do?
Clearly communicates key messages with your target audiences to build
relationships :
• Public• Existing customers• Employees• Investors• Partners
S P A R Kstrategic public relations
What is public relations?
• Achieving positive editorial coverage in the media
• Engaging the public with your company
• Active management of your communications
• Application of strategy and creativity in the management of your reputation
• Networking with potential clients at seminars, exhibitions and Bangkok Entrepreneurs events
• Taking important customers and clients to lunch
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How is it done?
Swiss Army phone
-Press release-Interview-Review/Samples-Measure results/ROI
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How does your business benefit?
Increased brand awareness, recognition and credibility
Builds relationship with stakeholders
Can provide third party endorsement
Helps people understand products or services
Builds executive profile – industry leader
Who We Are
S P A R Kstrategic public relations
Founded i n 2000
Thai agency with multinational clients; international affiliations, standards and practices
Flexible, innovative marketing communications agency – focus on Proactive Strategic Public Relations
Combined Asian & Western market expertise
Staff of 18 full-time professionals
Blue Chip Experience
S P A R Kstrategic public relations
Recent WorksVisa - Media trip to highlight premium cardsVisa - Media trip to highlight premium cards
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Recent WorksEmirates First A380 Comes to BangkokEmirates First A380 Comes to Bangkok
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OutstandinOutstanding Media g Media ResponseResponse40 media, 28 40 media, 28 million Baht in million Baht in print and TV print and TV coveragecoverage
Recent WorksLenovo - Product Launch Event Lenovo - Product Launch Event
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Recent WorksJawboneJawbone
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Spark helped tech company Jawbone enter
the Thai market and create a buzz about its innovative consumer
tech products.
Recent WorksAirbnbAirbnb
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Airbnb was active in the market but needed an official launch. It was
known by online communities but needed
to engage all Thais.
Recent WorksPhilips – The ‘+’ ProjectPhilips – The ‘+’ Project
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The + project is an award winning campaign that blends both media
relations and social media to deliver
community engagement
PR Health Check-list
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Can you identify potential PR opportunities in your business?
Are you confident your workforce know the goals of your organisation and how their jobs contribute to these?
Do you know how to measure success?
Do you know what sorts of media your customers or target customers consume?
Do Businesses Use PR?
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Every business has a story – What’s yours?
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Thank You
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