Session 2 of this class covers the old rules of PR & Marketing, the changing industry landscape and why we need new rules of marketing & PR.
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Session 2 - Old & New Rules of PR and Marketing
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
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.")” – O’Reilly
Snezana Swasti Brodjonegoro 2015. 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 2015. 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 2015. 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
You’re 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
It’s published!
13. 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?
15. 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.
17. Why do we need new rules?
Session 2: The Old vs. The New Rules of PR
18. Chris Anderson’s The Long
Tail
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
19. “
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.”
“
20. The success story of long tail
• iTunes
• Amazon
• eBay
• Pay per view TV
• Grameen bank
22. “
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
“
23. “
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
“
32. 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
consumers
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
33. 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.
Editor's Notes
Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
O’Reilly – harnessing collective intelligence – making the content better as more people use it social network.
Kalau nggak ada orangnya, what’s the use?
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
Co-creation product dan service ini mirip dengan O’Reilly 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.
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?
Is there anyone with marketing background or experience?
From David Meerman Scott – tell me if you agree or disagree?
What other things do you know that started in social media and gain wider coverage? Why do you think is that?
As well as before…
Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
Chris Anderson’s 2004 book: The Long Tail – Why The Future of Business is Selling Less of More
There are actually more people in the long tail – because it’s 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 pr
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?
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 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.
NOW, what is the key to success in online PR & marketing?
Jim petersen, ceo, the concrete network
Hence, more and more brands are approaching bloggers.
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 talk
But prior to that, you have a whole lot of listening to do to know what to talk about
To join the conversation
Before, it was law of the jungle
If you’re interesting, people will listen and flock around you
If you have something meaningful to say, they will too
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
Now it’s 3rd largest tweet generator (15%) after US (28%) and brazil (24%)
Indonesian FB users: more than 39 mio
More than 5.3 mio blogs registered at salingsilang
Next: let’s get to the definition of what social media is – to get us started on the same page
Socmed enables more intimate relationship with audience that leads to brand likeliness, loyalty, and ultimately – brand evangelist
Remember – you have to have a good product in socmed – otherwise, no need to communicate in socmed
Even (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 this…