ALL ABOUT PUBLIC RELATIONS!

COMMUNICATIONS TRENDS
DATA & VIRTUAL IS LEADERSHIP
INSIGHTS HERE TO STAY COMMUNICATIONS

VALUE DRIVEN INNOVATIVE

COMMUNICATIONS EMPLOYEE
ENGAGEMENT

VISUALLY
APPEALING EFFECTIVE EMPLOYEE
STORIES COMMUNICATIONS ADVOCACY

EMPATHETIC CRISIS
MESSAGING PLANNING
If a circus is coming to
town
and you paint a sign
saying

"Circus coming to the

Fairground on
Saturday,"

that's advertising
If you put the sign on
the back of an
elephant and walk
him into town,

that's promotion
If the elephant walks
through the mayor's
flowerbed,

that's publicity
If you can get the mayor
to laugh about it;

that's
PUBLIC RELATIONS!
 PR …DEFINED
PR IS A PLANNED EFFORT TO STRATEGICALLY
USE VARIOUS CHANNELS OF
COMMUNICATION TO ESTABLISH AND
MAINTAIN GOOD REPUTATION BETWEEN AN
ORGANIZATION AND ITS TARGET AUDIENCES
 EVOLVING MARKET TRENDS
The decade of a Viable, high quality With growing
plethora of new competing products competition, even
products coming onto having being branding excellence
the market, with established, proved to be not
manufacturers vying manufacturers enough and sellers
with each other to concentrated on brand competed for attaining
achieve Product positioning to try and high service standards
Excellence achieve Branding and the goal became
Excellence Service Excellence

1960s 1970s 1980s

Product Excellence Branding Excellence Service Excellence
EVOLVING MARKET TRENDS

1990s – Dialogue Excellence

With consumers becoming highly well

informed, product, brand and service
excellence began to be taken for granted.
To achieve saliency, brands attempted to
establish a dialogue with their clients
through a variety of activities, schemes
and incentives. The 1990s was the decade
of Dialogue Excellence
 EVOLVING MARKET TRENDS

SOMETHING VERY MAJOR ALSO HAPPENED AS WE ENTERED

THE NEW CENTURY

SOMETHING THAT IMPACTED AND CONTINUES TO IMPACT

GLOBAL SOCIETY, TODAY MORE THAN EVER!

WHAT WAS THIS?

 EVOLVING MARKET TRENDS

THE REVOLUTION IN COMMUNICATIONS AND

INFORMATION TECHNOLOGY!
 COMMUNICATIONS & I.T. REVOLUTION
IMPLICATIONS FOR MARKETERS

a) There is an information overload

b) TMI is competing with TOM
c) Audience today are more educated
d) Audiences today are better informed

And as a result:

i. Audiences today are more opinionated, critical, choosy, demanding!

ii. Social media has introduced a totally new dimension to reputation
management
iii. Product, Brand, Service, Dialogue Excellence is today the bare
minimum. What more?
 EVOLVING MARKET TRENDS

2000s onwards – Relationship Excellence

As we entered the new century, increasing
globalization and faster communications meant
that even dialogue excellence needed to be
upgraded to a level where the brand should have
a continuous relationship with its target audience.

Year 2000 onwards is all about

Relationship Excellence
 PUBLIC RELATIONS

• Public relations (more commonly known as PR) is all about:

• Connecting

• Storytelling

• Influencing
PR & ADVERTISING
 CREDIBILITY

Advertising is a controlled message whereas PR is not.

Therefore PR is more credible..
 THIRD PARTY PROMOTION

Advertising is what you say about yourself (your

product / your company) and PR is what 'others'
say about you.
 TIME DURATION

PR is continuous.
Advertising is as and
when needed
 ASSISTANCE
PR and Advertising are complementary. One
alone cannot reach places where both
together can..
 PR VS ADVERTISING
• Advertising Is the Wind. PR Is the Sun

• Advertising Is Spatial. PR Is Linear

• Advertising Uses the Big Bang. PR Uses the Slow Buildup

• Advertising Is Visual. PR Is Verbal

• Advertising Is Self-Directed. PR Is Other Directed

• Advertising Dies. PR Lives

• Advertising Is Expensive. PR Is Inexpensive

• Advertising Favors Line Extensions. PR Favors New Brands

• Advertising Likes Old Names. PR Likes New Names

• Advertising Is Brand Maintenance. PR Is Brand Building

 ADVERTISING VS PR
Advertising PR

Creates awareness Builds credibility

Sales & marketing tool Profile & Authority builder

Production of creative materials and Story generation & editorial

space buying placement

Shifting perceptions through Shifting perceptions through re-

repetition of those creative enforcement through credible
materials third-parties

Characters, slogans, jingles tell the You tell your own story…
story
 What PR is NOT
• PR is not all glamour

• Public relations jobs are not just about who you know

• PR is not all spin and fake news

• PR is not paid for - it is earned

• PR do not buy advertising or pay journalists to write

about a company

• PR is not about asking influencers to endorse products

for financial gain, instead they persuade them to fall in
love with the product – genuinely

• PR generates is real and authentic

THANK YOU!
 PR TOOLS

MEDIA
PUBLICATIONS

EVENTS

SPONSORSHIP

ENDORSEMENT
 PR TOOLS
• Media:

– Press/Photo releases/VNR
– Interviews
– Articles & write-ups
– Media tours
– Press conferences
– Research reports
 PR TOOLS
• Events:
– Seminars
– Conferences
– Workshops
– Exhibitions
– Road shows
– Product launches
– Entertainment events (concerts, fashion shows, dinner theatre,
variety shows, cultural shows, etc)
 PR TOOLS
• Publications:
– Newsletters
– Brochures
– Flyers
– Special reports
– Annual reports
– Supplements
 PR TOOLS

• Endorsers

• Sponsorships
PR TACTICS
 PR TACTICS

BUILDS
MOMENTUM
ENCOURAGES
MASS
PARTICIPATION
EVOKE
POSITIVE
CENTRAL THEME ASSOCIATIONS
GENERATES
GOODWILL
 COLORS

HAPPINESS

FUN

JOY
 TASTE

AROMA

NATIONAL
 FAMILY

TRADITION

MAMTA
Zameen.com: Home Is Family
Tarang: Maza Aesa Dil Dance Maray
Surf Excel: Haar Ko Harao
 WHAT PR DOES…
• Educate target audiences
• Build credibility & remove misconceptions
• Build positive image
• Provide long term mileage to company
• Create a market environment to increase receptivity of new
concepts, ideas, procedures or products
• Extend promotions or advertising
• Leverage brand properties
• Help manage issues or crisis
• Make company personalities recognized
• Capitalize on positive opportunities
• Build relationships
 Can you measure PR?

• Share of Voice

• Tone of Voice

• Brand Perception

• Digital Presence
 TARGET AUDIENCES

Internal
–Employees,
–Management

External
–Consumers
–Government
–Media
–Shareholders
–Financial institutions
 TARGET INFLUENCERS

• Media

• Celebrities

• Opinion formers

• Decision makers who can influence

• Others
 PR OBJECTIVES
• Create awareness

• Build credibility

• Build hype, anticipation, excitement

• Create empathy

• Build relationships
Thank You!