Session 2 - PR Media Production

• 1. 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

2. PR Media Production Session 2: The Old vs. The New Rules of PR 3. 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. 4. 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.") OReilly Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 5. pr 2.0?! is the realization that the Web changed everything, inserting people equally into the process of traditional influence. - Solis Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 6. marketing 3.0?! Value driven-marketing where consumers play the key role of creating the value through co-creation of product and service - Kotler Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 7. the rules of PR Companies communicate to journalists via press release Companies have to have significant news before they can write a press release Youre not supposed to send a release unless it includes quotes from third parties, such as customers, analysts, and experts PR and marketing are separate disciplines run by different people with separate goals, strategies,, and measurement techniques Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 8. the rules of marketing Marketing means advertising (and branding) Advertising is one-way: company to consumer Creativity is the most important component of advertising Advertising and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteria Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 9. 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 Its published! 10. How do you get the ink now? 11. What do you think?? Do you think its the work of Jokowi-Ahoks 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? 12. How often do you complain? 13. 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? 14. Before you buy your laptop... What do you do? Who do you ask? Where do you browse? Who do you trust? 15. Why advertising didnt work as well Target audience is too broad Relies on interruptive messaging The hero is the brand 16. 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 17. Yes, (trad) media are still important... Who doesnt 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? 18. Why do we need new rules? Session 2: The Old vs. The New Rules of PR 19. Chris Andersons The Long Tail Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 20. 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. 21. The success story of long tail iTunes Amazon eBay Pay per view TV Grameen bank 22. Convergence: marketing & PR 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. 23. 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. 24. 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. 25. Communication is... 50% talking 50% listening 26. 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 27. Law of the jungle 28. The law of the party 29. On pr 2.0 Everyone is a publisher Once its on the web, its 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 30. The old rules Company A 31. The new rules Company A 32. Credit: Hanny Kusumawati, Raconteur Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 33. the next BIG thing Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 34. People are smarter than they are before. PEOPLE TRUST PEOPLE even those they dont 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 consumers Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected. 35. thenewrulesof marketing&pr PR is for more than just mainstream media audience People want participation, not propaganda PR boss seeing your company on TV. PR = buyers seeing your company on the web PR is now P again, thanks to the internet Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.