PR Media Production

contentDefinition of web 2.0, pr 2.0, marketing 3.0The old rules vs. the current situation with the webWhy do we need new rulesLong tailConvergence between PR & marketingThe new rules

PR Media ProductionSession 2: The Old vs. The New Rules of PR

Before we talk about the course itself, lets go back a little bit to the bigger question. What is PR?2

What is pr?Lee & Bernays (1900s)a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization followed by executing a program of action to earn public understanding and acceptance.

PRSA (2011 & 2012)Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

web 2.0?!is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I've elsewhere called "harnessing collective intelligence.") OReillySnezana Swasti Brodjonegoro 2015. Intellectual property right is protected.

OReilly harnessing collective intelligence making the content better as more people use it social network. Kalau nggak ada orangnya, whats the use?4

pr 2.0?!is the realization that the Web changed everything, inserting people equally into the process of traditional influence. - SolisSnezana Swasti Brodjonegoro 2015. Intellectual property right is protected.

Solis - opportunity to not only reach our audiences through gatekeepers, but also use the online channels where they publish and share information to communicate directly and genuinely. Or, putting public to public relations again di mana publik benar-benar punya power untuk beropini

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marketing 3.0?!Value driven-marketing where consumers play the key role of creating the value through co-creation of product and service - KotlerSnezana Swasti Brodjonegoro 2015. Intellectual property right is protected.

Co-creation product dan service ini mirip dengan OReilly bilang harnessing collective intelligence. Pada dasarnya sama, bahwa audience jadi punya peran penting dalam membentuk suatu produk dan menyuarakan pendapatnya. Jadi, before we move on to see the importance of communicating on social media, we will go back one step and review the rules of marketing and pr according to Dave Scott Meerman. 6

the rules of PRThe only way to get ink and airtime is through the mediaCompanies communicate to journalists via press releaseOnly a handful of reporters and editors will see the actual press releaseCompanies have to have significant news before they can write a press releaseJargon is okay because journalists all understand itYoure not supposed to send a release unless it includes quotes from third parties, such as customers, analysts, and expertsThe only way buyers learn about the press releases content is if the media wrote a story about itThe only way to measure the effectiveness of press releases is through clip booksPR and marketing are separate disciplines run by different people with separate goals, strategies,, and measurement techniquesSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Scott receives hundreds of release each week because he wrote for huff post, eContent contributor, and a popular blog (webinknow.com). He never reads any of the release. Instead, he browse for content that interest him. How many PR people do you think approach him?7

the rules of marketingMarketing means advertising (and branding)Advertising needs to appeal to the massesAdvertising relies on interrupting people to get them to pay attention to a messageAdvertising is one-way: company to consumerAdvertising is exclusively based on campaigns that had a limited lifeCreativity is the most important component of advertisingIt is more important for the ad agency to win advertising awards than for the client to win new customersAdvertising and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteriaSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Is there anyone with marketing background or experience?From David Meerman Scott tell me if you agree or disagree?8

How did you get the ink?Write a releaseSend to dozens of mediaWaitWaitMedia monitoringMedia monitoringYou get a phone callSome quotesIts published!

How do you get the ink now?

What other things do you know that started in social media and gain wider coverage? Why do you think is that?10

Before you buy your laptop...What do you do?Who do you ask?Where do you browse?Who do you trust?

How often do you complain?

How do you feel?When someone from the organization replied?When theres a follow up after the reply?What do you do after that?How do you feel towards the brand after that?

Compare...

vs.

Advertising? Target audience is too broadRelies on interruptive messagingThe hero is the brand

As well as before15

Pr needs to change!Relies heavily on the media, not the audience

PR is very self conceited.The message is targeted for the media, not the audience.

Is traditional media still important?

Why do we need new rules?Session 2: The Old vs. The New Rules of PR

Before we talk about the course itself, lets go back a little bit to the bigger question. What is PR?18

Chris Andersons The Long TailSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Chris Andersons 2004 book: The Long Tail Why The Future of Business is Selling Less of MoreThere are actually more people in the long tail because its infinite. The internet is allowing more variations other than the main streams products. E.g. Amazon, iTunes.Knowing that, this is time for the new rules of marketing and pr19

The long tail of marketingThe theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the cost of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.

The success story of long tailiTunesAmazoneBayPay per view TVGrameen bank

Main proposition of long tail is reaching more niche customers with the net, reaching those who were previously neglected by the big companies. What other brands /service do you know is working based on the principle of long tail? What community? What band?

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Convergence: marketing & PRMARKETINGPUBLIC RELATIONSADVERTISING

Why do we talk about marketing, while this class is talking about PR media productions?In the web, online content in all of its forms is causing convergence of marketing and PR that doesnt really exist off-line. Content represents who you are. Content drives action.Great content brands an organization as a trusted resource and calls people to action.

NOW, what is the key to success in online PR & marketing?

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CONTENT IS KING!Every business has information that can contribute to the education of the marketplace. You need to ask yourself, How can I get that information out there? Get down to the essence of what your product solves and write good stories about that and publish them online. Jim Petersen, CEO, The Concrete Network

Jim petersen, ceo, the concrete network23

CONTENT IS KING!Instead of writing press releases only when we have big news releases that reach only a handful of journalists we should be writing releases that highlight our expert ideas and stories, and we should be distributing them so that our buyers can find them on the news search engines and vertical content sites. - David Meerman Scott, author of The New Rules

Hence, more and more brands are approaching bloggers. 24

Communication is...

Do you think companies are doing it in a proportional way? Which company do you think is doing it best?The media you produce is the place where you talkBut prior to that, you have a whole lot of listening to do to know what to talk about

To join the conversation

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Law of the jungle

Before, it was law of the jungle26

The law of the party

If youre interesting, people will listen and flock around youIf you have something meaningful to say, they will too27

On pr 2.0Everyone !is a publisher

Everyone is a publisherOnce its on the web, its there foreverReporters and editors use the web to seek out interesting stories, people and companies. Will they find you?Companies are now communicating directly with their customersEverybody loves to feel heard

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The old rules

Company A

The new rules

Company A

Snezana Swasti Brodjonegoro 2015. Intellectual property right is protected.

APAC SOCIAL MEDIA LANDSCAPE

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the next BIG thingSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Now its 3rd largest tweet generator (15%) after US (28%) and brazil (24%)Indonesian FB users: more than 39 mioMore than 5.3 mio blogs registered at salingsilangNext: lets get to the definition of what social media is to get us started on the same page

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People are smarter than they are before.PEOPLE TRUST PEOPLE even those they dont knowPeople tend to tune out to advertising in conventional media due to clutter or lack of free timePR is about reputation building & management and it is publicYou can now communicate directly to your consumersSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Socmed enables more intimate relationship with audience that leads to brand likeliness, loyalty, and ultimately brand evangelistRemember you have to have a good product in socmed otherwise, no need to communicate in socmedEven (potential) customers/consumers who are not active in the twitter/facebook community, might still be influenced by peers who are. Another thing to also bear in mind about communicating via socmed is this33

the new rules of marketing & prMarketing is more than just advertisingPR is for more than just mainstream media audienceYou are what you publishPeople want authenticity, not spinPeople want participation, not propagandaInstead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs itMainstream marketing to the masses a strategy of reaching vast numbers of underserved audiences via the webPR boss seeing your company on TV. PR = buyers seeing your company on the webM agency wins awards, M = organization wins businessPR is now P again, thanks to the internetDrive people into the purchasing process with great online contentSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

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