Lie detectors wanted

The proliferation of fake news has led to renewed calls for fair-minded institutions and individuals with the integrity to keep us informed about what really happened. In the multi-platform information age, while the amount of raw data – and big data – continues growing exponentially, the value of all of these facts, factoids and downright mistruths are coming into question. Our trust in the veracity of what we see and hear has significantly eroded. New methods are needed if mistrust is to be kept in check.

 

Faking it well

 

Younger people are getting news from social media. Traditional media has gone online too. Digital marketers have a stunningly rich array of ways in which they can spread messages. But a lack of standardisation and fact-checking all around has led to more skepticism. The way in which messages can spread has increased, while the likelihood of our believing the information thrust at us has declined. Photoshopped images were just the beginning. With deepfakes and AI getting more sophisticated by the day, and sites where stories and videos shared lack oversight and regulatory bodies filtering posts, it is becoming more of a challenge to determine what’s real.

 

Reality check

 

Propaganda has always been with us. Hollywood magic has long dazzled us with stories that we like to pretend are real, at least for a couple of hours of suspended disbelief. But now the art of make-believe has become easier and cheaper to pull off, and available to the masses. The potential societal impact is significant. Media organisations, PR agencies and other outlets with a reputation for telling it like it is now have new roles not only as representatives of particular viewpoints, but as truth tellers, in a day and age in which the truth itself has become the most precious of commodities. They may thus increasingly take on roles as agenda setters, to counteract technoractic tendencies have allowed for information to be shared with the greatest of ease, but without the fact checking that many now crave.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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Putting the R in ROI

Not all pitches lead to contracts, not all “sure things” guarantee results and not all leads lead to sales. When investments in time, energy and hard, cold cash don’t add up to what you had hoped for – or even the chance to break even, in some cases – it may be time to recheck some of the fundamentals and shore up the positives before venturing back into the wilderness.

 

Seal the deal

 

There are many non-invasive treatments for coaxing leads into verifiable results. Key among them is to know everything you can about a potential client, and present a package in such a way that appeals to them and their core and potential customers and core values. Once the hook has been dangled, make sure to follow up and sweeten the bait with additional incentives such as a sign-up discount, while finding a way to differentiate yourself from the competition with a unique selling point, and confidence (even if it may be lacking now and then).

 

Just for starters

 

Let customers know that the deal they sign with is just the beginning and that things gets better the deeper the relationship with your company gets. ROI should increase in time as companies get to know each other and promote the kinds of connectivity between teams that boosts productivity. Initial conversations about the initial deal can also be complemented by inquires about the road ahead and potential future extension plans.

 

Impress online

 

How does your company’s website look these days? Does it use wording and formatting contribute to good SEO rankings? Is your firm represented well on social media sites? Make sure to have an online presence that is constantly up-to-date, easily logged on to, and smooth to interface with. Only when windows of opportunity are big and open for business can the future look more certain, and help compensate for when you need the occasional reboot.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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NEVER FORGET THE HUMAN SIDE OF DIGITAL MARKETING

When it comes to communicating with your target audience it is of course obvious that you will need to use digital media and social media platforms to connect with them. But how you connect is the most important part. Behind all the data, research, and insights is one important fact – you’re talking to humans. They are the ones looking at the communications your brand puts out into the marketplace, so it’s important to always communicate with them in an authentic manner, you need to earn their attention and that won’t happen if you don’t understand what they want to see, hear, or read.

 

EVERYONE LOVES A STORY

 

Since the dawn of time people have told stories and when they hear a good one they not only remember it they share it and tell others. This same basic principle applies to the stories that brands tell to their audiences. When developing a story you need to take a step back and ask yourself a few simple questions.

 

  1. Will it resonate?
  2. Is it worth sharing?
  3. Is it memorable?
  4. Will it create a moment?

 

A well told story should resonate with the audience it is aimed at, and if it does that it will be memorable and worth sharing. Moreover, it should create a moment in someone’s day and that moment will have your brand attached to it.

 

TELL IT LIKE IT IS

 

Ensure your story is well written and crafted, this may seem like an obvious point but all too often you see pieces of communications from brands that don’t seem to understand this one simple truth – a well told story is a memorable story.

 

GIVE YOUR STORY A PULSE

 

Make sure it has some life in it, you don’t want your story to have a short life span, it needs to be able to live and breathe long enough to still be relevant for the duration of your campaign. Your goal is to ensure that when it is shared by others that it is still pertinent and thus will still be effective.

 

GREAT STORIES GROW

 

All the best stories have chapters, some never stop. Once your story is launched you’ll need to support it with more ‘chapters’. Once people have heard about the initial story you’ll want to follow up with more to support it and keep it top of mind. There’s no point in having a launch that gets everyone’s attention and then suddenly going silent. Once you have piqued an audience’s interest you need to keep giving them more. If your story resonated with them at launch they’ll be happy to hear more about it…curiosity is yet another human trait.

 

There’s a reason we call ourselves here at Vivaldi the Human & Digital Public Relations Agency, that’s because we know one cannot succeed without the other.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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YOUR SOCIAL MEDIA NEEDS TO HAVE AN ROI

RETURN ON INFLUENCE

 

There’s no denying the power and impact influencers can have for brands when it comes to a campaign on social media and other digital channels. They have the followers and they have the personalities to help get your brand, product, or service before the eyes of their loyal fans and followers. But before engaging an influencer you first have to assess who will be the perfect fit for your message. There is by no means a one size fits all situation, each person brings not only their own unique voice and presence to a campaign but of course a particular audience.

 

THE WHO’S WHO

 

First you need to do some research, and when it comes to a market like Thailand that’s where local knowledge becomes invaluable. There is an abundance of inspirational, motivational, exciting, interesting, media savvy, and entertaining influencers in this market and they include celebrities, sporting stars, entertainers, media personalities, entrepreneurs, chefs, models, business leaders, and so on. Identifying them and forging a relationship with them is critical when it comes to the success of any campaign. Not only do they need to be the right fit they also need to be motivated to be a part of your campaign. The more engaged they are the more successful your campaign will be.

 

AUTHENTICITY

 

You have to keep it real. Audiences can spot authenticity easily. So, it is critical for the success of your campaign to only have the right person or people involved, it is also essential that they are also fully vested in your message and believe in your brand, product, or service. Moreover, you need to ensure that their values and presence on social media suit your brand’s image and voice.

 

RELEVANCE

 

There’s no point having a race car driver talking about cooking utensils, unless of course they happen to be a very talented chef in their spare time. You need to match the influencer with your brand, product, or service. Selecting someone purely because you like them or because they have a lot of followers will not do your campaign any favors. Their followers follow them for a reason, those reasons need to be aligned with your campaign if you truly want results.

 

SIZE DOESN’T ALWAYS MATTER

 

When it comes to the audiences that particular influencers have big numbers do not always equate to a more successful campaign. For some it is best to engage with micro-influencers, ones who focus on a particular niche and as such attract a very loyal, albeit small fan-base. But don’t let the lower numbers deter you, these followers and fans are truly engaged in what these influencers share and talk about on their social media channels. It’s all about engagement, these are the numbers that matter. But, of course you cannot overlook those who have massive followings, they can do great things for the right campaigns. When you want and need to target a mass audience then the influencers who attract a large follower base are most likely the ones for you.

 

Whenever we are discussing a new PR campaign with a client and that campaign involves using social media influencers, we know how important all of the above is to make the campaign as successful as it can possibly be. We employ our local knowledge and relationships to ensure we engage the right people for the right projects. It is the best way to ensure your campaign gets a great Return in Influence.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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HOW CAN BRANDS TELL A STORY TO 49 MILLION PEOPLE IN THAILAND?

GET SOCIAL

 

Thailand has a population of 69 million people and 49 million of them are active social media users. That is a lot of people on the digital landscape and they are all looking at content in the palms of their hands. You have a captive audience hungry for stories and content as they scroll and swipe.

 

KNOW WHERE THEY ARE

 

With so many active social media users in Thailand you need to ensure your stories get in front of them as part of their day. So where can you find the majority of them? Facebook and Instagram lead the way with 50 million on Facebook and 13 million on Instagram.

 

STORIES WORTH STOPPING FOR

 

As people scroll through their feeds they won’t stop for content that doesn’t get their attention, they just keep on scrolling. So you need to ensure your stories either engage, inform, entertain, or educate them in some way. When you do that you can stop the scroll and capture their attention. These can be static stories or ones with video or both. Video on social media is growing exponentially and should always be considered.

 

SOCIAL MEDIA LOVES STORIES

 

And stories love social media. It’s the perfect place to connect with a large audience and get immediate results because stories that resonate with someone have a much better chance of being shared, liked, and remembered.

 

LOCALS KNOW WHAT LOCALS WANT

 

To connect with a local audience your storytellers need to be locals as well, or at least have a deep understanding of the local market. Understanding the Thailand market is important if you want to ensure your stories are being told in the right way.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

Make the water cooler great again

Integration. It’s an old idea, oft unemployed in meaningful ways but nonetheless talked up mightily. Especially today, in an AI-enhanced world of multiple platforms spreading key messages like wildfire. Multifaceted integration is everywhere. Yet many fundamentals often remain ignored, untapped, untended, and limiting natural communication channels in many corporations that ironically proudly tout their fluidity and openness.

 

A corporate culture based on openness

 

A certain lack of common-sense connections prevents true sharing of ideas and values. Teamwork is good, and works well but is oft limited to individual teams with goals unaligned to those of other teams within the same companies. More internal and external integration of teams will lead to a stickier cohesiveness marked by understanding for the needs and work culture of different work teams and how they operate, and how they share ideas and stay in touch with each other, as well as the individuals who compromise them and appreciation for their lives and families beyond the office.

 

No apps required

 

The nature of the fix is human-centered and involves a willingness to reach out to others in the office in frank and earnest ways. It’s not complicated, but involves a paradigm shift in mentality, away from acquisition and focused on better getting to know the people around you. Employee development has spiked by some $16 billion over the last three years. Change and innovation has led to many communications and information revolutions, which have nonetheless in other ways detracted from basic communication patterns, as unsophisticated texts replace voice-to-voice interactions, and the potential for email to engender meaningful letters is lost as the medium too many now seems – somewhat spectacularly – old-fashioned.

 

Off-key key messages

 

As fiefdoms and egoism as usual proliferate, and messages can chose to be “read” or not and certain e-profiles accepted or blocked, key messages spawned by true integration lessens, as cliques continue conquering corporate culture to the determent of a truly integrated office built on common values and interests. Hope is far from lost though – it just requires a determined a personal and inspiring leadership structure, dedicated to getting to know the people working for them, and getting them to connect.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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How to attract the right PR talents

Today’s PR world is marked by disruption. The art of branding and storytelling for marketing purposes is in flux. The multifaceted skills needed to succeed in digital advertising these days – attention to the smallest details, and a strong sense of flexibility, for example – are just the starting points. Plummeting attention spans make it all the harder to succeed in this world of influential publicists. In looking for the right team to best address these needs, there are several factors that will help persuade prospective employees that your firm is the right place to work.

 

Company culture

 

PR firms that want to attract the best talents need to put their best foot forward. Chances are there are more perks for new hires than is spelled out. Agencies should prioritise putting together lists highlighting their key selling points. Beyond the usual perks regarding salary and benefits that are addressed during interviews, public relations agencies should make a point of emphasising the unique ways in which their employees form teams and work together, from collaborating on pitches and brainstorming sessions to fine-tuning key messages and final details on creating the products and events that will keep clients coming back for more of the same.

 

Take a look around

 

The best PR companies won’t need to struggle in playing up their assets. The fact that they offer a great place to work will be obvious from the details shared about the company culture, and future trends. One simple but important detail not to be overlooked or underestimated is offering prospective employees a tour of the workplace, which goes far in reinforcing all the right messages shared during the interview. A physical environment that is conducive to productivity in comfortable conditions can be meaningfully glimpsed in a walkthrough that backs up points made by the boss or HR team far beyond their words alone.

 

Dazzle with social media

 

An impressive company culture should be clearly evidenced online. A good PR firm’s values, success stories and latest projects should be reflected in their Internet presence, including the company website and social media platforms. This is how the top companies attract and retain clients, and should be obvious to any potential employee.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

Teens finding news online

Young people are getting informed about the world at large, the latest trends and much else from the likes of social media giants like Facebook, Twitter and Instagram, more than anywhere else. Another major source of news is movie- and music-sharer YouTube. Rumored for decades, the slow-motion death moment of iconic news sources from the 20th century seems more and more imminent.

 

Seeking out new sources

 

Sixty percent of young people surveyed in a recent poll said that they are more likely to seek for tips, trends, and yes, news, from influencers and celebs than traditional media outlets, even when they have an online presence. The opportunity for digital marketers to have a direct hand in the sharing and producing of information has never been greater. Neither is the resultant responsibility to get the facts right and present things in the right light. Surveys also show that young people are just as put off by fake news and unfair manipulation of facts as older generations.

 

Political influence

 

More than 8 of 10 young people say they plan on voting in next year’ US presidential election, while just over 6 out of 10 of them say they are very likely to do so. While analysts and academics are raising concerns over the lack of checkpoints and verifiable standards in cyberspace, whether its politicians selling their ideas or companies providing products and services, it seems clear that the influence of the Internet as a marketplace for so many things will only to continue to grow.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

Remembering a modern master of messaging

Novelist and humanitarian Toni Morrison, who died on August 5, left behind a legacy of writings that serve well as examples of how to tell a story with heart. Although described as a black American female writer, her writings can best be called universal for their simple elegance.

 

Just connect

 

By creating characters that are cherished for transcending time, nationality and other particulars, Morrison made connections with readers that will outlast her. She knew her material by heart, wrote from her heart, and connected with a sense of subtlety and authenticity. She defined knowing your material as an investment in time. Time spent in research, editing, reworking, all the way along, keeping in mind the audience, and how what was said would impact them.

 

What’s not said

 

By knowing backwards and forwards what did matter, Morrison was able to reduce what was said to an elegant minimum, creating spaces for readers to jump into and imagine things themselves. Many great advertisements do the same thing. As does negative space or white space in photography and art. Master jazzman Miles Davis thought of this as power of the notes that are not played. Conscious omissions allow audiences to read between the lines, capturing key messages without being blunt or prescriptive.

 

Show, don’t tell

 

Morrison suggested storytellers avoid ‘thrilling sentences’ and let the plots unfold in pauses in the action that allow readers to become a part of the narrative themselves. By not overdoing it, Morisson delivered powerful themes in ways that respected the reader, choosing what was not said as carefully was words that were used, effectively allowing audiences to draw their own conclusions, which can lead to greater impact.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

Getting personal, getting blocked

AI and other technologies that can be used to track and analyze data are harnessing info from the likes of social media accounts and online spending habits like never before. Algorithms are helping personalize newsfeeds, advertisements and much more. However, a significant range of Internet users are coming to think of this trend as less of a convenience when shopping and more of an invasion of privacy.

 

Give the people what they want

 

Although the differentiation of audiences and matching of client preferences with various products and services has long been talked up, the actualization of this phenomenon has only really heated up in recent years. Reception has been mixed, as consumers start thinking of how much privacy they are willing to give up in return for the discounts and promos that come their way. A new survey shows that almost half of respondents who use ad blockers would choose not to visit a website if they knew that it was personalizing advertising to visitors.  Moreover, the harvesting and use of information by advertisers is viewed by over six out of 10 people as inappropriate.

 

Digital natives are more okay with it

 

The strongest aversion to the use of IT to target audiences with specific material, perhaps not surprisingly, comes from generations that did not grow up with the Internet or were introduced to it later in life. No matter what comfort levels may be, though, the bottom line is that brands will need to work to keep trust among target audiences and long-term fans alike, as big data works to combine information like never before, and digital marketers grapple with how to best to use make use of it.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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