This is the presentation material for my class at UI International Program - PR Media Production. Session 2 - Understanding the Audience and The Importance of Storytelling
The document discusses social selling and using social media in sales. It defines social selling as salespeople using social media like LinkedIn to interact with prospects, provide value through content, and build relationships until prospects are ready to buy. The four pillars of social selling are creating a professional brand, focusing on the right prospects, engaging with insights, and building trusted relationships. Successful social selling involves sharing knowledge and interesting content rather than self-promotion to gain attention. Content should have certain factors like being positive or providing value to increase the likelihood of being shared. Salespeople are expected to check company social media regularly and share relevant, engaging content.
The document provides an overview of digital marketing fundamentals. It begins by defining key aspects of the digital landscape including the internet, world wide web, and evolution from Web 1.0 to Web 2.0. It then defines digital marketing as using digital channels to create, communicate, and deliver value. The digital marketing ecosystem is described as consisting of four key elements - customers, content, channels, and data/analytics. Various digital marketing channels, content strategies, and the role of data in digital marketing are also outlined. The duties of a digital marketer are discussed as including both strategic and operational roles like planning, content creation, and analytics.
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...Andrew Bishop
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1) A social enterprise uses social software to connect employees, improve collaboration, and make information more open and accessible. This increases engagement, productivity, and business performance.
2) Key aspects of a social enterprise include rich user profiles to help people know each other, collaboration tools, and open sharing of work updates.
3) Benefits include faster access to knowledge and experts, improved innovation, and reduced communication costs. Surveys find increased employee satisfaction and productivity.
The document discusses how the internet has negatively impacted various aspects of society and culture. It argues that the internet prioritizes fast profits over quality, atomizes attention, is not truly democratic, and promotes groupthink over dialogue. However, it suggests that brands could play a positive role by focusing on purpose rather than just sales, and that new creative processes are needed to build a better digital future.
5 steps to becoming a social enterprise andrew bishop-jacobsJacobs Australia
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1) A social enterprise uses social software to connect employees, share knowledge openly, and improve collaboration. It focuses on people, connections between people, and open sharing of information.
2) Implementing social software in a business can increase productivity, speed of knowledge sharing, and employee satisfaction while reducing costs. It creates a more engaged workforce with better access to expertise.
3) To implement a social enterprise, a company needs to select appropriate social tools, integrate them with existing systems, address any concerns about open sharing, and get buy-in from influencers through education and visible benefits. Strategic selection of tools is important.
Social media is online content created by people using accessible publishing technologies. It has transformed how people share information from one-way broadcasts to many-to-many dialogues. Businesses monitor social media to understand consumer opinions, engage customers, and respond to issues in real-time to reduce risks and increase revenues. Regular monitoring across multiple online platforms is important for any brand to track discussions and gain consumer insights.
April Virtual Series: What Happens in Austin, Doesn't Stay in AustinDigitalMoguls
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Digital Moguls was created in 2011 by Kristin Bolton-Keys to provide innovative and inspirational digital content. It serves as a hub for people seeking to share knowledge about digital trends. This document summarizes discussions from the 2013 South by Southwest conference, including talks on augmented reality, data storytelling, legal issues for startups, and crowdfunding. Key advice included the importance of planning, embracing new technologies, and telling great stories with data rather than just selling products.
This document summarizes market research on a proposed social media management tool. It describes conducting surveys and interviews to estimate the market size and understand customer needs. Key findings include that over 1 billion people use social networks, and 5% of 5 million potential customers paying $5/month could result in $15 million in annual revenue. However, there are many competitors. Face-to-face interviews revealed customer interest in classifying, integrating, and visually connecting social data. This led the team to pivot their business model to a customized news reader product.
Martin Waxman Loyalist PR Social Media presentation march 2011Martin Waxman
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Martin Waxman presented to Loyalist College in March 2011 on how social media is changing communications. He discussed how social media has disrupted traditional assumptions about how information and communication works. It has become a democratic, transparent, and conversational way for organizations to build relationships. Waxman outlined several social media platforms like blogs, podcasts, Facebook, Twitter, YouTube and mobile and provided tips for how PR professionals can engage with and leverage these channels as part of an overall social media strategy. He emphasized the importance of listening, conversing, engaging and developing relationships across social media to help build brands.
Know Firstâ˘Be Firstâ˘Profit First - Keynote by Craig Rispin, Business Futurist...Craig Rispin
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The document discusses the exponential rate of technological change and its impact on businesses and customers. It notes that more change has occurred in the last 3 years than the previous 30. Companies that do not change and innovate at the same fast pace as the outside world will struggle. The future is one of ubiquitous connectivity, data analytics, artificial intelligence, and digital customers who expect personalized, on-demand solutions. To succeed, businesses must adopt a mobile-first strategy and develop new digital capabilities.
The document discusses the exponential rate of technological change and its impact on businesses and customers. It notes that more change has occurred in the last 3 years than the previous 30. 73 companies valued at over $1 billion have not yet gone public. Customers are increasingly digital natives who are data-driven, transparency-focused, and expert-seeking. Their loyalty is fleeting as new brands emerge rapidly. Businesses must have a mobile-first policy and focus on thought leadership to engage these new digital customers. Innovation is imperative for survival as many business models are centuries old.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Re designing the World of PR [People Relations]MSL
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The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
Topic: The Digital Experience and the Human Experience
- Digital experience â the new heart of customer engagement
- Working with nothing to create something: Haleburyâs digital journey
- People led platforms, personal branding and the SocialHuman lawyer
- Connecting with content
- Three mantras to live by
This document provides an overview of social media for business and highlights key trends and strategies. It discusses how social media has evolved from traditional marketing and emphasizes having a strategic plan. The main points are:
1) Social media has revolutionized communication just as prior technological advances like the telephone, radio, and television did.
2) Top trends for 2012 include using social platforms for customer service, prioritizing mobile experiences, and gamification.
3) A strategic social media plan is essential for success and should include stakeholder buy-in, community analysis, content planning, and implementation guidelines.
4) Businesses must adopt a strategic "publisher mindset" and focus on why they are using different social
This document provides an agenda for a social media marketing practice discussion. It begins with an overview of marketing transition and tools/tactics of social media. Subsequent topics include the birth of video analytics, Facebook fan marketing, B2B social networking, social network analysis, social dashboards for brand monitoring and management, creating and growing communities using Ning, industry adoption and ROI of social media, emerging directions for social networking, and potential new jobs from social media. The document also includes summaries of relevant research papers and examples of social media content practices from various companies.
The document discusses communications trends in Australia and at VicRoads. It notes that the media landscape and communications industry are changing rapidly with new technologies and platforms emerging. VicRoads is striving to place the customer at the center of its decision-making and digital strategy to engage with audiences across multiple new channels including mobile and social media. The organization aims to sustain conversations online and imagines further innovations and shifts to mobile-friendly content.
You are about to read Kendall Matthews book review of Chuck Hemann & Ken Burbary's work on understanding consumer data.
Key points are going to be:
*How To Prioritize--because you can't measure, listen to, and analyze everything
* When to Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors
* Why Measure real social media ROI: sales, leads, and customer satisfaction
Share this in-depth book review with a friend and follow me to have more book reviews sent to your email box.
Follow me @KendallMatthews
How to Use A Chainsaw Without Cutting Off Your Leg (and other social media help)MicroExplosion Media
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Social media gets a ton of attention these days but many people don't understand that having the right mindset with the new tools and technology is actually more important than simply knowing how to use the tools. This is my presentation about how to think about the social media the right way.
The document provides an Instagram 101 guide for brands, outlining key reasons to use Instagram, advantages like high reach and easy engagement, potential disadvantages like unclear targeting, and ethical and practical guidelines for content. It recommends best practices like using hashtags and organizing competitions, and cautions against over-promotion or irrelevant posts. Examples of both a Facebook success story and fiasco on Instagram are provided to illustrate effective versus ineffective strategies.
This document provides guidance on using Twitter for brands. It discusses why brands should consider Twitter, the advantages such as reaching a large audience cost effectively and building communities, and disadvantages like ads clutter and character limits. It also outlines ethical guidelines around not posting about other brands, practical guidelines like knowing internet culture and being interactive, and dos and don'ts such as avoiding provocation. Examples of brands that succeeded and failed on Twitter are provided to illustrate best practices.
This document provides guidelines for brands considering using Facebook pages. It discusses the advantages of Facebook which include its large user base, access to data to help with advertising, and that it is free. It also notes potential disadvantages like lack of personalization and always including the Facebook logo. Ethical guidelines prevent harassment, scamming, or abusing personal information. Practical guidelines suggest optimizing content length, format, and ensuring high quality, relatable content. Recommended best practices include regularly updating the page, fast responses, and interactive content while avoiding too frequent updates or inappropriate content. Examples of brand successes and failures on Facebook are also mentioned. The document concludes with assigning students to groups for a final exam involving a case study company.
This session highlights the brief development of corporate communication & the importance of corporate identity, and further prompts students to discuss abour elements in a company profile
This sessions go through blogging dos & don'ts, with regard to public relations practices, as well as some explanation about why blogging is important for PR. Following that, website is also an important part of a company's communication strategy, and as such, require good content that has high possibility to be distributed virally.
Session 3 - Understanding the Audience & The Importance of StorytellingNena Brodjonegoro
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This document discusses the importance of understanding audiences and using storytelling in PR media production. It emphasizes developing buyer personas through profiling goals, problems, media habits, and interests. Stories humanize brands by creating emotional connections with customers. The document provides questions to help companies identify their own stories about how they started, overcame challenges, helped customers, and supported charitable causes. Telling authentic stories through text, pictures and videos can build word of mouth by inspiring passionate customers and fans to share their experiences.
This is the first session for the PR Media Production Class for UI International Class. This covers overview of the PR industry, what it entails to be a PR person.
The document discusses newsletters, their purpose, structure, and best practices for creating effective newsletters. A newsletter is a regularly distributed publication about a main topic of interest to subscribers. The key elements of a newsletter include the email subject, headline, content, links, and calls to action. Newsletters should be concise, relevant to the audience, and aim to get their attention, trigger actions, market products or events, and inform or educate readers. Analytics can then measure a newsletter's effectiveness to help improve future newsletters.
This document discusses corporate identity and corporate communication. It provides definitions of corporate communication as managing all internal and external communication to establish favorable reputations with stakeholders. It lists the key aspects of corporate communication including public relations, media relations, corporate design, and issues management. The document also discusses the importance of company profiles in communicating with stakeholders and provides tips for writing concise, accurate company profiles that highlight a company's mission, achievements, and employees.
The document provides an overview of blogging, including its history and benefits. It discusses how blogging democratized publishing and allowed everyone to be a publisher through self-publishing and self-marketing on social media. Blogging helps monitor conversations, shape discussions, and build trust and leads and sales. The document recommends reading blogs to gain insight and then starting your own blog, participating in blog conversations, and working with other bloggers by providing interesting experiences or content.
This document outlines the topics that will be covered in an introductory course on public relations (PR) media production. It discusses what PR professionals do, including program planning, writing, media relations, corporate identity, speaking, production, special events, and research. It also lists the essential skills needed for a PR career, such as analyzing needs, counseling, researching, planning, writing, and working with stakeholders. Finally, it sets expectations for the course, which will involve active participation, using social media and writing, as well as a class blog where students will publish and comment on articles.
The document discusses social media and its use for public relations. It provides statistics on the growth of users on major social media platforms like Facebook, LinkedIn, and Twitter. It also discusses different types of social media like blogs, social networking sites, social media sharing services, social news and bookmarking services, location-based services, and community building services. The document emphasizes that social media allows direct communication with consumers and that people want participation over interruption in marketing and public relations.
The document provides an overview of blogging, including its history, benefits, and tips. It discusses how blogging democratized publishing and allowed everyone to be a publisher through self-publishing platforms. Blogging helps sharpen writing skills, build trust with customers, and generate leads and sales. The document recommends reading other blogs, leaving comments, and participating in online conversations to get started with blogging. It also provides tips for writing blog posts and monitoring trends to measure perceptions.
This document discusses the importance of understanding audiences and using storytelling in PR media production. It emphasizes developing buyer personas to understand customer needs and profiling personas by considering their goals, problems, media habits, and interests. The document advocates telling authentic stories about a company's origins, customers, employees, and values to humanize the brand and build emotional connections with audiences. It provides examples of how companies like Chase and Blue Bird Group use stories to inspire customers and build word-of-mouth promotion through social media and offline materials.
Pecha Kucha Jakarta Vol. 5 was an event organized by Maverick Indonesia to raise funds for Text For Haiti. It was devised and shared by Klein Dytham architecture and followed the Pecha Kucha Night Foundation format. Imron Fauzi from the Yayasan Air Putih foundation spoke at the event.
Pecha Kucha Jakarta Vol. 5 held an event to raise funds for relief efforts in Haiti. The event was organized by Klein Dytham architecture and Maverick Indonesia under the Pecha Kucha Night Foundation. Safriza Sofyan from the World Bank spoke at the event.
Pecha Kucha Jakarta Vol. 5 was an event organized by Maverick Indonesia to raise funds for relief efforts in Haiti. The event featured short presentations by architects and designers using the Pecha Kucha format of 20 slides shown for 20 seconds each. Sri Adi Bramasetia gave a presentation on behalf of PKPU, a humanitarian organization providing aid to those affected by disasters.
(T.L.E.) Agriculture: Essentials of GardeningMJDuyan
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Lesson Outcome:
-Students will understand the basics of gardening, including the importance of soil, water, and sunlight for plant growth. They will learn to identify and use essential gardening tools, plant seeds, and seedlings properly, and manage common garden pests using eco-friendly methods.
Lecture_Notes_Unit4_Chapter_8_9_10_RDBMS for the students affiliated by alaga...Murugan Solaiyappan
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Title: Relational Database Management System Concepts(RDBMS)
Description:
Welcome to the comprehensive guide on Relational Database Management System (RDBMS) concepts, tailored for final year B.Sc. Computer Science students affiliated with Alagappa University. This document covers fundamental principles and advanced topics in RDBMS, offering a structured approach to understanding databases in the context of modern computing. PDF content is prepared from the text book Learn Oracle 8I by JOSE A RAMALHO.
Key Topics Covered:
Main Topic : DATA INTEGRITY, CREATING AND MAINTAINING A TABLE AND INDEX
Sub-Topic :
Data Integrity,Types of Integrity, Integrity Constraints, Primary Key, Foreign key, unique key, self referential integrity,
creating and maintain a table, Modifying a table, alter a table, Deleting a table
Create an Index, Alter Index, Drop Index, Function based index, obtaining information about index, Difference between ROWID and ROWNUM
Target Audience:
Final year B.Sc. Computer Science students at Alagappa University seeking a solid foundation in RDBMS principles for academic and practical applications.
About the Author:
Dr. S. Murugan is Associate Professor at Alagappa Government Arts College, Karaikudi. With 23 years of teaching experience in the field of Computer Science, Dr. S. Murugan has a passion for simplifying complex concepts in database management.
Disclaimer:
This document is intended for educational purposes only. The content presented here reflects the authorâs understanding in the field of RDBMS as of 2024.
Feedback and Contact Information:
Your feedback is valuable! For any queries or suggestions, please contact muruganjit@agacollege.in
Beginner's Guide to Bypassing Falco Container Runtime Security in Kubernetes ...anjaliinfosec
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This presentation, crafted for the Kubernetes Village at BSides Bangalore 2024, delves into the essentials of bypassing Falco, a leading container runtime security solution in Kubernetes. Tailored for beginners, it covers fundamental concepts, practical techniques, and real-world examples to help you understand and navigate Falco's security mechanisms effectively. Ideal for developers, security professionals, and tech enthusiasts eager to enhance their expertise in Kubernetes security and container runtime defenses.
Beyond the Advance Presentation for By the Book 9John Rodzvilla
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In June 2020, L.L. McKinney, a Black author of young adult novels, began the #publishingpaidme hashtag to create a discussion on how the publishing industry treats Black authors: âwhat theyâre paid. What the marketing is. How the books are treated. How one Black book not reaching its parameters casts a shadow on all Black books and all Black authors, and thatâs not the same for our white counterparts.â (Grady 2020) McKinneyâs call resulted in an online discussion across 65,000 tweets between authors of all races and the creation of a Google spreadsheet that collected information on over 2,000 titles.
While the conversation was originally meant to discuss the ethical value of book publishing, it became an economic assessment by authors of how publishers treated authors of color and women authors without a full analysis of the data collected. This paper would present the data collected from relevant tweets and the Google database to show not only the range of advances among participating authors split out by their race, gender, sexual orientation and the genre of their work, but also the publishersâ treatment of their titles in terms of deal announcements and pre-pub attention in industry publications. The paper is based on a multi-year project of cleaning and evaluating the collected data to assess what it reveals about the habits and strategies of American publishers in acquiring and promoting titles from a diverse group of authors across the literary, non-fiction, childrenâs, mystery, romance, and SFF genres.
Principles of Roods Approach!!!!!!!.pptxibtesaam huma
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Principles of Roodâs Approach
Treatment technique used in physiotherapy for neurological patients which aids them to recover and improve quality of life
Facilitatory techniques
Inhibitory techniques
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdfJackieSparrow3
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we may assume that God created the cosmos to be his great temple, in which he rested after his creative work. Nevertheless, his special revelatory presence did not fill the entire earth yet, since it was his intention that his human vice-regent, whom he installed in the garden sanctuary, would extend worldwide the boundaries of that sanctuary and of Godâs presence. Adam, of course, disobeyed this mandate, so that humanity no longer enjoyed Godâs presence in the little localized garden. Consequently, the entire earth became infected with sin and idolatry in a way it had not been previously before the fall, while yet in its still imperfect newly created state. Therefore, the various expressions about God being unable to inhabit earthly structures are best understood, at least in part, by realizing that the old order and sanctuary have been tainted with sin and must be cleansed and recreated before Godâs Shekinah presence, formerly limited to heaven and the holy of holies, can dwell universally throughout creation
AI Risk Management: ISO/IEC 42001, the EU AI Act, and ISO/IEC 23894PECB
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As artificial intelligence continues to evolve, understanding the complexities and regulations regarding AI risk management is more crucial than ever.
Amongst others, the webinar covers:
⢠ISO/IEC 42001 standard, which provides guidelines for establishing, implementing, maintaining, and continually improving AI management systems within organizations
⢠insights into the European Union's landmark legislative proposal aimed at regulating AI
⢠framework and methodologies prescribed by ISO/IEC 23894 for identifying, assessing, and mitigating risks associated with AI systems
Presenters:
Miriama Podskubova - Attorney at Law
Miriama is a seasoned lawyer with over a decade of experience. She specializes in commercial law, focusing on transactions, venture capital investments, IT, digital law, and cybersecurity, areas she was drawn to through her legal practice. Alongside preparing contract and project documentation, she ensures the correct interpretation and application of European legal regulations in these fields. Beyond client projects, she frequently speaks at conferences on cybersecurity, online privacy protection, and the increasingly pertinent topic of AI regulation. As a registered advocate of Slovak bar, certified data privacy professional in the European Union (CIPP/e) and a member of the international association ELA, she helps both tech-focused startups and entrepreneurs, as well as international chains, to properly set up their business operations.
Callum Wright - Founder and Lead Consultant Founder and Lead Consultant
Callum Wright is a seasoned cybersecurity, privacy and AI governance expert. With over a decade of experience, he has dedicated his career to protecting digital assets, ensuring data privacy, and establishing ethical AI governance frameworks. His diverse background includes significant roles in security architecture, AI governance, risk consulting, and privacy management across various industries, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: June 26, 2024
Tags: ISO/IEC 42001, Artificial Intelligence, EU AI Act, ISO/IEC 23894
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Find out more about ISO training and certification services
Training: ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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Delegation Inheritance in Odoo 17 and Its Use CasesCeline George
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There are 3 types of inheritance in odoo Classical, Extension, and Delegation. Delegation inheritance is used to sink other models to our custom model. And there is no change in the views. This slide will discuss delegation inheritance and its use cases in odoo 17.
How to Install Theme in the Odoo 17 ERPCeline George
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With Odoo, we can select from a wide selection of attractive themes. Many excellent ones are free to use, while some require payment. Putting an Odoo theme in the Odoo module directory on our server, downloading the theme, and then installing it is a simple process.
How to Store Data on the Odoo 17 WebsiteCeline George
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Here we are going to discuss how to store data in Odoo 17 Website.
It includes defining a model with few fields in it. Add demo data into the model using data directory. Also using a controller, pass the values into the template while rendering it and display the values in the website.
Join educators from the US and worldwide at this yearâs conference, themed âStrategies for Proficiency & Acquisition,â to learn from top experts in world language teaching.
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
â Long tail
â Convergence between PR & marketing
⢠The new rules
3. What is pr?
Lee & Bernays (1900s)
âa 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.â
PRSA (2011 & 2012)
âPublic relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics.â
4. web 2.0?!
ââŚis 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.")â â OâReilly
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
5. pr 2.0?!
ââŚis the realization that the Web
changed everything, inserting
people equally into the process of
traditional influence.â - Solis
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
6. marketing 3.0?!
âValue driven-marketing
where consumers play the
key role of creating the
value through co-creation of
product and serviceâ - 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
Youâre 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
Itâs published!
11. What do you think??
⢠Do you think itâs the work of Jokowi-Ahokâs
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?
13. How do you feel?
⢠When someone from the organization
replied?
⢠When thereâs 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 didnât 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 doesnât 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 Andersonâs The Long
Tail
Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
20. The long tail of marketing
âThe theory of the Long Tail is that our culture and
economy is increasingly shifting away from a focus
on a relatively small number of âhitsâ (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.â
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 doesnât 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
âEvery business has information that can
contribute to the education of the
marketplace. You need to ask yourself, âHow
can I get that information out there?â⌠Get
down to the essence of what your product
solves and write good stories about that and
publish them online.â
24. Dave meerman scott
âInstead of writing press releases only when
we have big news â releases that reach only
a handful of journalists â 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.â
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
29. On pr 2.0
⢠Everyone is a publisher
⢠Once itâs on the web, itâs 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
34. People are smarter than they are
before.
PEOPLE TRUST PEOPLE â even
those they donât 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 â 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 â 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, letâs go back a little bit to the bigger question. What is PR?
OâReilly â harnessing collective intelligence â making the content better as more people use it ď social network. Kalaunggakadaorangnya, whatâs 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 â di manapublikbenar-benarpunya âpowerâ untukberopini
Co-creation product dan service inimiripdengan OâReilly bilang âharnessing collective intelligenceâ. Padadasarnyasama, bahwa audience jadipunyaperanpentingdalammembentuksuatuprodukdanmenyuarakanpendapatnya. 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 â tell me if you agree or disagree?
As well as beforeâŚ
Before we talk about the course itself, letâs go back a little bit to the bigger question. What is PR?
Chris Andersonâs 2004 book: The Long Tail â Why The Future of Business is Selling Less of MoreThere are actually more people in the long tail â because itâs 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
Why do we talk about marketing, while this class is talking about PR media productions?
Do you think companies are doing it in a proportional way?
Before, it was law of the jungle
If youâre interesting, people will listen and flock around youIf you have something meaningful to say, they will too
Now itâs 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: letâs get to the definition of what social media is â to get us started on the same page
Socmed enables more intimate relationship with audience that leads to brand likeliness, loyalty, and ultimately â brand evangelistRemember â you have to have a good product in socmed â 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 thisâŚ