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Brand pr silih agung

Takhta Pandu Padmanegara
Takhta Pandu Padmanegara

This document discusses strategies for public relations to help brands emerge from the crowded communication landscape. It provides the following key points: 1. PR can develop brand conversations for free by engaging product users, potential buyers, complainers, brand evangelists, and employees. 2. PR has more credibility than advertising and can educate customers directly through developing key messages and engineering media content. 3. PR helps brands educate consumers about their products, defend against issues and competitor attacks, develop stakeholder loyalty, and build brand communities. 4. The document outlines various PR tools and infrastructure needed for effective brand communication, such as cyber PR, media management, and message management. 5. The new strategic communication model

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Brand Public Relations How to Emerge Our Brand from the Communication Crowd Silih Agung Wasesa, Managing Partner AsiaPR silih@asiapr.net
01 UpgradeYour Brand Communication How Public How Integrate Evaluate KPI Relations Develop Public of Public Brand PR Plan Make Benefits Relations Relations
Zapping Behaviour 69% interested in Zapping
Ad Spending Problem 100% Increase in ad spending 1 - 2% Just to add in sales
Ad Return of Investment (ROI) Only 18% of TV ad generate positive ROI
02 Urban Quick Reading The Bigger The Second of The Kids are School Social Life; Number Responsibility Hobbies One; More (Cause of The Image is and/0r Hang Powerful and feeling guilty Flat Out More Bargain of parents, and Community Power of Kids Work Hours Needed)
Communication Changesand The Image is Flat
Brands Communication Obstacles Make sure that customers still use our brandsin their every single live (Olympic to Arbatros; repositioning KFC; Mc Donald and or Tony Jack; First car to Second Car; First Home to Next Home)
Brands Communication Obstacles Smart Communication to the Customer; not as individual any more, but also part of their communities.
Brands Communication Obstacles Crowded Brand Activation in more community; Present at ibu-ibu arisan, speaking on behalf of healthy living, green campaign and global warming.
Brand pr silih agung
03 Why Public Relations?
03 Why Public Relations?
03 Why Public Relations? Public Relations Develop Brand Conversation For FREE.. Product users, Minimum Budget potential buyers, Brand Ambassador complainers, brand (brand experience), evangelist, and off Public Opinion course the Marker, Script employee. Writer, Film Director Anatomy of Buzz
03 Why Public Relations? Public Relations Engineer Media Content.. Key Message Development Key Message House The Broadway Messages
03 Why Public Relations?
03 Why Public Relations? Public Relations have more credibility compare than Advertising.
03 Why Public Relations? Public Relations Educate Customers Directly; not always through mass media
How Public Relations Supports Brand Performance?
04 Educate Consumer Public Relations helps Brands to educate costumer through their state of mind on pre when make launch, products conversation launch, post have a in costumers launch problems communities 1 2 3
04 Educate Consumer How Automotive Industries Change White becoming VVIP Colour (from colour perceives as ambulance in Indonesia)
04 Educate Consumer How Unilever develop customer basic image that they concern about environment and green issues?
04 Educate Consumer How Faber Castell changes perception through school teacher that Pencil and Stationery is Faber Castell
Issue Recovery and Defend from Competitor Attack With the spin doctor specialist, PR can help brands to recover negative issues, both corporate and/or product issues.
05 Issue Recovery and Defend from Competitor Attack How Teh Botol Sosro save their brands from HOAX in cyber space?
05 Issue Recovery and Defend from Competitor Attack How Unilever was doing simple recovery when its detected that Pepsodent contained formalin?
05 Issue Recovery and Defend from Competitor Attack How Mineral Water Industry being killed its character from E. Coli Bacteria Research?
05 Issue Recovery and Defend from Competitor Attack How Toyota fight back competitors attack through Cyber when doing soft recall on Innovas damage?
Brand pr silih agung
06 Develop Stakeholder Loyalty How Citibank changes High Profile Image into Low Profile through their employee?
06 Develop Stakeholder Loyalty How Garudafood can build employees awareness to responsible for GarudaFood Sales at Alfamart?
Brand pr silih agung
07 Brand Community Paradigma More independent What is the and loyal the If it is unattached, foundation that we community, so will the community can build from every become stronger can move into Brand community program our brand Ambassador or that is done? contrariwise?
07 Brand Community Paradigma Community should have Informal Leader: Gossip Promoter(15%), Follower (70%), Looser (3%), Sitting Duck (1%) and Trouble Maker (1%), Swinger (10%).
07 Brand Community Paradigma Community by We should Design Question: How if we Community by Accident is stronger cant Community by Accident. than Community By Accident? Design
07 Brand Community Paradigma Community for Corporate Branding 1. Fund (Scholarship Cycle) that will develop, and sustain 2. Bottom Up Awarding. 3. Hit and Run Treatment.
07 Brand Community Paradigma Community for Corporate Branding 1. Lifestyle, Exclusive dan Minority 2. Update product function. 3. Emotional Bonding Program.
Brand pr silih agung
Brand pr silih agung
08 Public Relations Tools for Tactic in Brand Communications Cyber Public Relations Utilize Underground and Social Media, Public Relations can develop shadow boxing, direct and indirect message. Brand Community PR skill to create Third Party Endorser, Public Relations can enhance community become independent but having strong loyalty Create Buzzing PR Skill to recognize Group Communication Activity, to help brand in doing issue anatomy and creating it. Media Engineering Supporting with the basis of media management, both content or context, PR can synchronize management message, medias need and public reading attitude.
Brand pr silih agung
09 Public Relations Infrastructure for Brand Communication Media Management: PR Understanding on Media is not only in Media Relations (Press Conference, Media Gathering, or Media Break) but also in Media Database, Issue Need Analysis, and Media Message Matrix between TV, Radio, and Print Media
09 Public Relations Infrastructure for Brand Communication Message Management PR should precise on delivering message, both using media or directly to the target audience. Therefore, PR should have Key Message Development and Key Message House on each program.
09 Public Relations Infrastructure for Brand Communication PR Manual PR should become a system, So whoever the officer, he/she will assess same high working quality. Therefore PR Manual is needed in order to avoid from individual
The new Strategic Communication Talk Connect Participate Main Strategy Community Engage
The Key Important Factors: 01 02 03 04 Knowing A simple message, Speak to the Heart Your Brand Where To Play well told Everywhere 損 Identifying strategic 損 Simple, defined messages 損 New Media & Touchpoints segments early 損 Take the consumer 損 Old Media used well 損 Try different channel 損 Know thy consumer experience 損 Converting online chatter 損 Make it their cause to human interaction 05 06 07 08 No Small Change Building engagement Evolution of Message Be Prepared To Win Platforms 損 Keeping the doors open 損 Keeping the doors open 損 Laddering of platforms 損 Post-Launch Build-up 損 Giving social networks the 損 Giving social networks the 損 Strategy setting in good 損 Keeping up consumer tools to self-organise tools to self-organise time engagement
Brand pr silih agung
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Brand pr silih agung

  • 1. Brand Public Relations How to Emerge Our Brand from the Communication Crowd Silih Agung Wasesa, Managing Partner AsiaPR silih@asiapr.net
  • 2. 01 UpgradeYour Brand Communication How Public How Integrate Evaluate KPI Relations Develop Public of Public Brand PR Plan Make Benefits Relations Relations
  • 3. Zapping Behaviour 69% interested in Zapping
  • 4. Ad Spending Problem 100% Increase in ad spending 1 - 2% Just to add in sales
  • 5. Ad Return of Investment (ROI) Only 18% of TV ad generate positive ROI
  • 6. 02 Urban Quick Reading The Bigger The Second of The Kids are School Social Life; Number Responsibility Hobbies One; More (Cause of The Image is and/0r Hang Powerful and feeling guilty Flat Out More Bargain of parents, and Community Power of Kids Work Hours Needed)
  • 8. Brands Communication Obstacles Make sure that customers still use our brandsin their every single live (Olympic to Arbatros; repositioning KFC; Mc Donald and or Tony Jack; First car to Second Car; First Home to Next Home)
  • 9. Brands Communication Obstacles Smart Communication to the Customer; not as individual any more, but also part of their communities.
  • 10. Brands Communication Obstacles Crowded Brand Activation in more community; Present at ibu-ibu arisan, speaking on behalf of healthy living, green campaign and global warming.
  • 12. 03 Why Public Relations?
  • 13. 03 Why Public Relations?
  • 14. 03 Why Public Relations? Public Relations Develop Brand Conversation For FREE.. Product users, Minimum Budget potential buyers, Brand Ambassador complainers, brand (brand experience), evangelist, and off Public Opinion course the Marker, Script employee. Writer, Film Director Anatomy of Buzz
  • 15. 03 Why Public Relations? Public Relations Engineer Media Content.. Key Message Development Key Message House The Broadway Messages
  • 16. 03 Why Public Relations?
  • 17. 03 Why Public Relations? Public Relations have more credibility compare than Advertising.
  • 18. 03 Why Public Relations? Public Relations Educate Customers Directly; not always through mass media
  • 19. How Public Relations Supports Brand Performance?
  • 20. 04 Educate Consumer Public Relations helps Brands to educate costumer through their state of mind on pre when make launch, products conversation launch, post have a in costumers launch problems communities 1 2 3
  • 21. 04 Educate Consumer How Automotive Industries Change White becoming VVIP Colour (from colour perceives as ambulance in Indonesia)
  • 22. 04 Educate Consumer How Unilever develop customer basic image that they concern about environment and green issues?
  • 23. 04 Educate Consumer How Faber Castell changes perception through school teacher that Pencil and Stationery is Faber Castell
  • 24. Issue Recovery and Defend from Competitor Attack With the spin doctor specialist, PR can help brands to recover negative issues, both corporate and/or product issues.
  • 25. 05 Issue Recovery and Defend from Competitor Attack How Teh Botol Sosro save their brands from HOAX in cyber space?
  • 26. 05 Issue Recovery and Defend from Competitor Attack How Unilever was doing simple recovery when its detected that Pepsodent contained formalin?
  • 27. 05 Issue Recovery and Defend from Competitor Attack How Mineral Water Industry being killed its character from E. Coli Bacteria Research?
  • 28. 05 Issue Recovery and Defend from Competitor Attack How Toyota fight back competitors attack through Cyber when doing soft recall on Innovas damage?
  • 30. 06 Develop Stakeholder Loyalty How Citibank changes High Profile Image into Low Profile through their employee?
  • 31. 06 Develop Stakeholder Loyalty How Garudafood can build employees awareness to responsible for GarudaFood Sales at Alfamart?
  • 33. 07 Brand Community Paradigma More independent What is the and loyal the If it is unattached, foundation that we community, so will the community can build from every become stronger can move into Brand community program our brand Ambassador or that is done? contrariwise?
  • 34. 07 Brand Community Paradigma Community should have Informal Leader: Gossip Promoter(15%), Follower (70%), Looser (3%), Sitting Duck (1%) and Trouble Maker (1%), Swinger (10%).
  • 35. 07 Brand Community Paradigma Community by We should Design Question: How if we Community by Accident is stronger cant Community by Accident. than Community By Accident? Design
  • 36. 07 Brand Community Paradigma Community for Corporate Branding 1. Fund (Scholarship Cycle) that will develop, and sustain 2. Bottom Up Awarding. 3. Hit and Run Treatment.
  • 37. 07 Brand Community Paradigma Community for Corporate Branding 1. Lifestyle, Exclusive dan Minority 2. Update product function. 3. Emotional Bonding Program.
  • 40. 08 Public Relations Tools for Tactic in Brand Communications Cyber Public Relations Utilize Underground and Social Media, Public Relations can develop shadow boxing, direct and indirect message. Brand Community PR skill to create Third Party Endorser, Public Relations can enhance community become independent but having strong loyalty Create Buzzing PR Skill to recognize Group Communication Activity, to help brand in doing issue anatomy and creating it. Media Engineering Supporting with the basis of media management, both content or context, PR can synchronize management message, medias need and public reading attitude.
  • 42. 09 Public Relations Infrastructure for Brand Communication Media Management: PR Understanding on Media is not only in Media Relations (Press Conference, Media Gathering, or Media Break) but also in Media Database, Issue Need Analysis, and Media Message Matrix between TV, Radio, and Print Media
  • 43. 09 Public Relations Infrastructure for Brand Communication Message Management PR should precise on delivering message, both using media or directly to the target audience. Therefore, PR should have Key Message Development and Key Message House on each program.
  • 44. 09 Public Relations Infrastructure for Brand Communication PR Manual PR should become a system, So whoever the officer, he/she will assess same high working quality. Therefore PR Manual is needed in order to avoid from individual
  • 45. The new Strategic Communication Talk Connect Participate Main Strategy Community Engage
  • 46. The Key Important Factors: 01 02 03 04 Knowing A simple message, Speak to the Heart Your Brand Where To Play well told Everywhere 損 Identifying strategic 損 Simple, defined messages 損 New Media & Touchpoints segments early 損 Take the consumer 損 Old Media used well 損 Try different channel 損 Know thy consumer experience 損 Converting online chatter 損 Make it their cause to human interaction 05 06 07 08 No Small Change Building engagement Evolution of Message Be Prepared To Win Platforms 損 Keeping the doors open 損 Keeping the doors open 損 Laddering of platforms 損 Post-Launch Build-up 損 Giving social networks the 損 Giving social networks the 損 Strategy setting in good 損 Keeping up consumer tools to self-organise tools to self-organise time engagement