14 th july, 2007 vietas komunikācija place marketing & place communication principles,...

14th July, 2007 Vietas komunikācija

Place marketing & Place communicationPrinciples, Experiences, Solutions

Kārlis ApkalnsJelgava, 8th June, 2007

Siauliai, 14th June, 2007


Rules of the Seminar

Everybody is equal

All the questions are good questionsExemption – the question not asked

Comments / experiences

Languages???

Mobile phones

Time


Who is Kārlis Apkalns?

Business management and marketing specialist, MBA

ExperienceHas worked as a project director in leading Latvian advertising agencies on the clients like Coca-Cola, Statoil, SEB, Electrolux and otherHead of IBM Latvia and Scania Latvia marketingMember of “PR Award of the Year” jury

Teaches and studiesLecturer of Rīgas Business school, certified trainer in business training companiesDoctoral student at Latvian UniversityMaster thesis “Brand Latvia communication strategy in the world”

The thesis were presented as a school’s gift to the of Riga Business School graduation ceremony 2004 honorary guest – President of Latvia Vaira Vīķe-Freiberga

Teaches courses atMarketing / Communications / Services management / Project management / Art of Presentation Ideas


Who are participants?

Where I am from?

What do I do?

What do I want from this seminar?


Siauliai Agenda

Topics covered in Jelgava (really shortly)

Public Relations / Media Relations

Lets’ make NEWS and STORIA!

Questions, discussions, experiences


Jelgava seminar IFour hours in 10 minutes

Place Product developmentUrban DesignUrban PlanningInfrastructure DesignBasic Services: Police, Fire, EducationEconomic DevelopmentCommunity DevelopmentNatural Beauty and FeaturesMarketplacesEvents and OccasionsRecreational and EntertainmentSport ArenasCultural AttractionsOther AttractionsHistory and Famous Personages

Place marketing is for:TourismInvestmentsExportsPeople

Communication is influenced byHistory of placeHistory of communication

inertia of the work with marketssuccesses or failuresimpression created in the pastevents happenedexperienced communication expertsrecognized spokespersons

Global trendsCompetitive positioningCoincidences


Jelgava seminar IIFour hours in 10 minutes

We sell legendsTo sell means to earn money

Good legend hasSomething naturally attractiveSomething a bit dramaticSomething a bit mystic

Good legend/brand isValidBelievableSimpleAppealingDistinctive

Place information channelsAdvertising in Mass MediaForeign Mass MediaNotable Citizens AbroadEvents and their PromotionCountries’ Brands in Foreign MarketsInvestment & Trade Promotion AgenciesPersonal Private and Business ContactsForeign Policy


Public Relations –

WHAT, WHY & HOW?


PR – what is it?

DefinitionsFrom “normal” peopleFrom academicians

Audiences

Main PR functions

Main PR toolsMore frequent toolsWider list


Definition (by “normal” people*)

Organization, enterprise, product, country, person, interest, idea

Image improvement, promotion within the societyImprovement of the recognitionFocusing attention on positive intents and practicesRecovery of the image and reputations if something has gone wrong…

* Some colleague to Karlis Apkalns


Definition (by academics)*

Public relations are management function – the establishment and maintaining of

mutually beneficial relations between the organization and those publics who

influence successes and failures of this particular organization

* S.M. Katlips, AH. Senters, G.M. Brūms, Sabiedriskās attiecības, Avots, 2002


PR functions

Publicity

Communication

Public affairs

Issues management

Government relations

Financial public relations

Community relations

Industry relations

Minority relations

Advertising

Press agentry

Promotion

Media relations

Propaganda


What do PR people do?

Deliver decisions to the public

Shape the decisions

Send out press releases

Organize PR events


Groups of PR tools

Specialevents

Specialevents

Writteninformation

Writteninformation

Corporateidentity

materials

Corporateidentity

materials SpeechesSpeeches

NewsNews

Audiovisualmaterials

Audiovisualmaterials

Communitywork

Communitywork

Internet siteInternet site


PR tools*

Seasonal ticket Festival Presentation Tutelage Satire Prognosis Campaign Mission of the firm Protest Alternative legislation initiative History Provocation Anecdote Hymn Press review Questionnaire Information leak Bonus Round table Interview Creative evening

Congratulation Publication Article Support group Interpretation Review Response Play Rating Open letter Question Advertising Attraction Joke Rite Report Jubilee Meeting Rebuttal Caricature Conversation Apology Club Seminar Open-doors event Crisis

Scandal Audience Collection Celebrity thoughts Autograph Commentary Play Ball Compliment Sponsorship Banquet Conference Scholarship Award Competition Story Gossips Clipping Greeting Boycott Charity Celebration Warning Legend Table Miracle Condolence Test Quotation

Fashion Meeting Championship Text book Toast Song Demonstration Hero Declaration Informal meeting Guest Dialogue Official dinner Quiz Discotheque Service Letter Discussion Parody News Poem Birthday Commemoration day Excursion Piquet

* www.hillknowlton.lv


PR target audiences

Mass mediaPublicityImage improvement

Employees, suppliers & clientsRažošanā un patēriņā iesaistīto pušu informētības un lojalitātes veicināšana

Government & StateEstablishment of stable and positive relationshipsMediation of problem and differences in opinions


PR advantages

PR can not fully substitute paid information delivery channels, at the same time…

Society is more open towards information delivered through PR means than through advertising

If PR is done in a qualified way, it is cheaper than paid information spreading channels

PR has opportunities that you can not reach through paid channels


PR Evaluation from Some Corporation

Editorial material has more value than advertising

Editorial costs / benefit = the cost of the advertising of the same place * 3

Editorial pictures has the same value as the advertising of the same size


PR Professional and Media –

HOW?


Creation of Media Content

Specifics of Baltic media marketLimits of the market depth and its consequencesMultitude of the topics to be covered by Baltic journalist and its consequencesProblems in PR work and additional opportunities

Information flow inside mediaNews agenciesPress releasesInformation flow among media

Uz noteiktām tēmām specializējušies žurnālistiSpecializācijas iespaids un žurnālistu mainība

Editorial politics – will the message appear in the media?Gatekeepers and other variables

Time frame of the media creationTV cameras, photo studios etc.Pictures for the media

Other


Two way dependence in PR practice

Why do journalists need you?Limited access to the informationLimited time resourcesLazinessPeculiarities of emerging markets

Why do PR professional needs a journalist?You can achieve (positive) publicity only if you will be useful to the journalist

Match of info/media and media/info


How you can become valuable to a journalist?

Information and expertiseKnowledge of wide set of topicsExpert consultations, comments and oppinionsAdditional information resourcesPictures

Assistance in the preparation of the materialsInformation gatheringParticipation in the creation of the materialsFinal check of professional and factual details


Easy Publicity

Publicity is really not difficult, if…Information matches the format of the media and the particular topic covered by the journalist

Formula for success – to deliverThe right one peace of informationTo the right one journalistIn the right one timeIn the right one formatWith the right one “sales message”


“Info/Media” and “Media/Info” Match

Daily newspapersHot news, events that has immediate importance, economics, politics, cultural events, topics related to the supplements to some particular events and data, e.g. business, rest, travel, personalities, art

Weekly newspapers, weekly supplementsWider topics on people, events, facts, it must not be with short life span, must have pictures supporting the topic

Trade pressMoney, money, money – how, how much, for whom, could I duplicate it etc.

JournalsTopics depend on the positioning and the information direction of particular journal. Pictures – highly important.

RadioNews should be short and must match the radio rubrics. The focus should be on topics that you can explain without pictorials

TVPictures, pictures, pictures. Dynamic pictures, nice nature, impressive equipment, pretty people

InternetsMost dynamic media, supportive media resources that could offer additional information are of importance


You gotta tell a story...


NEWS & STORIA


Interesting PR samples

City VentspilsGE Money new office

Prime minister Shkele and molesPrime minister Repshe – from Mars

President Paksas and planesPresident Paksas and helicopters

Other


What is GOOD NEWS?

Socially / politically hot eventReferendumChange of governmentChange in taxes

Business newsSome firm has gone bankrupt, 5000 customers left with service undeliveredCompany X in one year has rose the income 7 times

EntertainmentPrime minister fights with moles / President flies the plane under the bridgeDavid Beckham has got a new hair-cut

All the bad newsSomebody has not paid for somethingFerry Estonia has sankSome city pays for the heating in the winter, but municipality is unable to supply itAnything negative, that emotionally touches the audience


What is NOT NEWS?

“We do our duties as we are supposed to do”

“Our company has opened a shop”

“Our company rose from 17th place in the industry to 11th place”

“Our municipality has printed some brochure”


What you can make your NEWS from?

“We are the best in our country“ (find some aspect where it is true)

“We do our duties as we are supposed to do”

“We have launched a new business model in our country” (find some aspect where it is true)

“Our company has opened a shop”

“In this highly competitive industry our company has showed a significant growth.Additionally we have gathered the information on the overall situation in our industry. We are ready to provide this information to you in the time and format convenient to you

“Our company rose from 17th place in the industry to 11th place”

“There will be a special event nearby the unique object that is of interest to many travelers. The fresh information kit will be distributed to those who will be present.”

“Our municipality has printed some brochure”


Place Public Relations –

HOW?


Steps in Place Communication

To get clear of what do we have on hands

To get clear of what our target audience could be interested in

To formulate our message

To deliver the message to the target audience


If I’m selling to you, I speak your language.

If I am buying, dann mussen Sie Deutsch sprechen.

Will Brandt, ex-Chancellor, Germany


This is not NEWS.How you could make one?

???“We have a nice nature in our surroundings”

???“We have built new heating house”

???“Our major has some funny hobby”

???Solution???


Questions for Group Work

Based on what we have discussed…

What do we want to achieve?How can we raise the importance of the work we do?

What is on your hands?

How can you re-formulate or wrap?

How could you deliver your news?Channels? Events? Other?


Questions?Comments?

Kārlis [email protected]

Mob. +371 29 231 666


Place marketing&communication books

Marketing Places; Philip Kotler, Donald H. Haider, Irving ReinFree press 1993, ISBN 0-743-3636-xComment: Systematic work that will structure analysis and actions of place communication professional

Competitive Identity: The New Brand Management for Nations, Cities and RegionsSimon Anholt, Palgrave Macmillan, 2007; ISBN 0230500285 Comment: The most recent work by the leading consultant attracted for Brand Latvia communication activities

Selling Places: The Marketing and Promotion of Towns and Cities, 1850-2000Stephen Ward; Routledge, 1998; ISBN 0419242406Comment: Historical experience of place communication by different cities and towns. Especially relevant for the participants of this particular seminar

Ogilvy on Advertising; David OgilvyRandom House USA Inc; 1987; ISBN 039472903X Comment: Advertising legend David Ogilvy in his classical book covers the place communication as well. One of the first theoretical and practical analysis available of place communication.

Par zīmolu (latviski); Volijs OlinssNeputns; 2005; ISBN 9984-729-60-5

On brand (In English); Wally OlinsThames & Hudson; 2005, ISBN 0500285152 Comment: British brand building veterans, who has visited Latvia and consulted Latvian Institute, tells essays on his professional experiences and observations. Chapter on place communication included.

14 th july, 2007 vietas komunikācija place marketing & place communication principles,...

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