Date post: | 30-Nov-2014 |
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PR: Not just for the big boys.
Public Relations Strategy
Silih Agung Wasesa, Managing Partner [email protected]
For SME
Big or Small, Please do not worry, everyone has its own chance. . .
How? What should I do to
grow up my little cat, my small-medium
enterprise?
Use Mimicry PR Strategy for your business
Mimicry is the ability to blend in to ones surroundings or to look similar to another, similarity can be in appearance, behavior, sound, scent and even location, with the mimics found in similar places to their models (wiki answers)
And what about mimicry PR is?
Public Relations have more credibility compare than Advertising….
01PR Membangun Reputasi Usaha, Menterjemahkan nilai-nilai usaha dari perspektif public.
02PR membangun lewat orang ketiga
03PR membangun basis reputasi melalui stakeholder usaha; karyawan, pemilik, pelanggan, supplier.
04PR Mendukung proses akuisisi dan retensi konsumen
05PR mengoptimalkan sumber daya yang ada; sehingga tidak membutuhkan biaya tambahan.
06PR Memiliki alat ukur, dan bisa dimanfaatkan untuk jangka pendek dan panjang
Sepintas Public
Relations
Why Public Relations?
• Public Relations Develop Brand Conversation……– For FREE…..Product users, potential buyers, complainers, brand evangelist, and
off course the employee. – Minimum Budget…Brand Ambassador (brand experience), Public Opinion
Marker, Script Writer, Film Director.– Anatomy of Buzz
Mimicry PR is the ability to blend in the PR Strategy in Large Enterprise to your SME,
The similarity can be in (1) seeking main problem in customer’s mind , (2) Trending Topics (3) Influencer People on SME’s community and core
customers(4) Tailor key messages, (5) Strategic and PR Tactic.
Doing Tactic Public
RelationsTailored Key
MessagesInfluencer
PeoplesTrending
Topics
Seeking Main
Problems on Customer’s
Mind
Upgrade Your SME Performance with PR
Public Relations Educate Customers Directly; not always through mass media…
+
Educate ConsumersPublic Relations helps Brands to educate costumer through their state of mind…on pre launch, launch, post launch, when products have a problems….and make conversation in costumer’s communities.
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Public Relations helps TDA to educate costumer through their state of mind…•on pre launch,
launch, post launch
1
•when products have a problems
2
•make conversation in costumer’s communities
3
Integrate Public
Relations
Public Relations should be
integrate when you…
Defining your
business and Target Audience
Building Relationship
with stakeholder
Create Marketing Program
Develop Content / Message
(match with your TA)
Develop PR Plan for your
SME
Choose the right, effective, and efficient action for your PR campaign strategy
• Until now, Have you been thinking about what is the best PR strategy for your SME?
• Have you checked whether the customer that buy your products or service are the right customer that you define used to?
Have you tried Buzz Anatomy to release the Word-of-Mouth Outcome? (It’s good for SME)
Anatomy of Buzz
Minimum Budget…Brand Ambassador (brand experience),
Public Opinion Maker,
For FREE…..Product users,
potential buyers, complainers, brand evangelist, and off
course the employee.
TDA Members may choose their WOM strategy , since it’s effective, efficient, and it will increase
your sales. But How?
The Key Important Factors:
01Knowing Where To Play» Identifying strategic segments early» Know the consumer
02A simple message, well told» Simple, defined messages» Take the consumer experience» Make it their cause
03Speak to the Heart
» New Media & Touchpoints» Old Media used well
04Your Brand Everywhere» Try different channel» Converting online chatter to human interaction
05No Small Change
» Keeping the doors open» Giving social networks the tools to self-organise
06Building engagement
» Keeping the doors open» Giving social networks the tools to self-organise
07Evolution of Message Platforms
» Laddering of platforms» Strategy setting in good time
08Be Prepared To Win
» Post-Launch Build-up» Keeping up consumer engagement
Large Enterprise use WOM to create a Talk of the Town Effect
And for SME . . .Use Third Party Endoser in your community and create C2C Conversation
Consumer-to-consumer conversation
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Public Relations mampu mengembangkan loyalitas stakeholders, baik internal stakeholder (karyawan), ataupun eksternal stakeholder (supplier, consultant,
government).
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Develop Stakeholder Loyalty
Waw, cool I’ll buy it
Bla…bla..bla
This product bla..bla..bla
+
Build Brand Community
Community for Product Branding… 1. Lifestyle, Ekslusif dan Minoritas.2. Update product function. 3. Emotional Bonding Program.
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NETWORKA
NETWORKB
NODE
TRUSTED CHANNEL
Try This: Average person has: 11 TO 12 INTIMATE CONTACTS
150 SOCIAL CONTACTS500 TO 1,500 WEAK TIES
• Develop a content/message that match with your target audience and your business
• Invite all of your SME unit to do this WOM experiment• Tell the message to the 11 – 12 intimate contacts everytime
you have a chance to talk to them, remember 1 person should only tell to the 12 intimate contacts (can be family, friends, partners)
• Tailor your message with their own personality. • Do it smoothly, consistent, and take it easy.• Use any channels• Wait the effect….
Evaluate KPI of Public Relations
Choose the research methodology that is suitable for your SME. (Remember combine it with sales, publicity, and what people think about your business)
Thank You