session 2 - new rules of marketing & pr

content

• Definition of web 2.0, pr 2.0, marketing 3.0

• The old rules vs. the current situation with the web

• Why do we need new rules– Long tail– Convergence between PR & marketing

• The new rules

PR Media Production

Session 2: The Old vs. The New Rules of PR

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.")” – O’Reilly

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pr 2.0?!

“…is the realization that the Web changed everything, inserting people equally into the process of traditional influence.” - Solis

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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” - Kotler

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the rules of PR

The only way to get ink and airtime is through the media

Companies communicate to journalists via press releaseOnly a handful of reporters and editors will see the actual press release

Companies have to have significant news before they can write a press release

Jargon is okay because journalists all understand it

You’re not supposed to send a release unless it includes quotes from third parties, such as customers, analysts, and experts

The only way buyers learn about the press release’s content is if the media wrote a story about itThe only way to measure the effectiveness of press releases is through clip books

PR and marketing are separate disciplines run by different people with separate goals, strategies,, and measurement techniques

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the rules of marketingMarketing means advertising (and branding)

Advertising needs to appeal to the masses

Advertising relies on interrupting people to get them to pay attention to a message

Advertising is one-way: company to consumerAdvertising is exclusively based on campaigns that had a limited life

Creativity 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 customers

Advertising and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteria

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How did you get the ink?

Write a release Send to dozens of media

Wait

Wait

Media monitoring

Media monitoringYou get a phone call

Some quotes

It’s published!

How do you get the ink now?

What do you think??

• Do you think it’s the work of Jokowi-Ahok’s campaign team?

• The PR team?• What do you think was the

underlying thought behind the video? Why did they make the video?

• If you were a journalist, would you write about this? Why?

How often do you complain?

How do you feel?

• When someone from the organization replied?

• When there’s a follow up after the reply?

• What do you do after that?• How do you feel towards the brand

after that?

Before you buy your laptop...

• What do you do?• Who do you ask?• Where do you browse?• Who do you trust?

Why advertising didn’t work as well

• Target audience is too broad• Relies on interruptive messaging• The hero is the brand

Why pr needs to change

• PR is very self-conceited• The message is targeted for the

media, not the audience• Relies heavily on the media, not the

audience

Yes, (trad) media are still important...

• Who doesn’t want to be covered by Kompas?

• The Jakarta Globe / The Jakarta Post?• Bisnis Indonesia?• Femina?• The Rolling Stone Indonesia?• Indonesia Tatler?• Aired in JakFM / Prambors?

Why do we need new rules?

Session 2: The Old vs. The New Rules of PR

Chris Anderson’s The Long Tail

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The long tail of marketing

“The 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 tail

• iTunes• Amazon• eBay• Pay per view TV• Grameen bank

Convergence: marketing & PR

• In the web, online content in all of its forms is causing convergence of marketing and PR that doesn’t 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.

Jim petersen, ceo, the concrete network

“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.”

Dave meerman scott

“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.”

Communication is...

• 50% talking• 50% listening

• The media you produce is the place where you talk

• But prior to that, you have a whole lot of listening to do to know what to talk about

• To join the conversation

Law of the jungle

The law of the party

On pr 2.0

• Everyone is a publisher• Once it’s on the web, it’s there

forever• Reporters and editors use the web to

seek out interesting stories, people and companies. Will they find you?

• Companies are now communicating directly with their customers

• Everybody loves to feel heard

The old rules

Company A

The new rules

Company A

Credit: Hanny Kusumawati, Raconteur

Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

the next

BIG

thingSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

People are smarter than they are before.

PEOPLE TRUST PEOPLE – even those they don’t know

People tend to tune out to advertising in conventional media due to clutter or lack of free time

PR is about reputation building & management – and

it is public

You can now communicate directly to your consumersSnezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

the n

ew

rule

s o

f m

ark

etin

g &

pr

Marketing is more than just advertising

PR is for more than just mainstream media audienceYou are what you publish

People want authenticity, not spin

People want participation, not propaganda

Instead 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 web

PR ≠ boss seeing your company on TV. PR = buyers seeing your company on the web

M ≠ agency wins awards, M = organization wins business

PR is now P again, thanks to the internetDrive people into the purchasing process with great online content

Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.