pr digital agency bangkok thailand

Authenticity and integrity in PR

In an age in which many people stay informed at least partly from Facebook posts, the nature of terms like “news”, “advertising” and “content” blur together. The ads and news articles placed on the newsfeeds of users of Facebook – which with over 2.2 billion active users is by default a news provider – are based on the algorithms that have analysed their behavior of people on the premium social media site.

 

Advertorials blur the lines of advertising and news, and may morph into fake news when ethics go unchecked. Integrity counts more than ever. By staying authentic and on-message, a company can quietly build an impenetrable reputation for reliability. Just remember that in the digital era, as ever, reputations can take years to build and just an instant to unravel. While authenticity can be maintained by sticking to simple truths, like not editing photographs to create false impressions, and not taking down unflattering posts from customers, integrity goes deeper and is reflected in what a company values when working to achieve its core mission.

 

The Public Relations Society of America Ethics lists values such as honesty, loyalty and fairness as integral to the health of the profession of PR as a whole. What’s more, staying committed to these values make good business decisions that lead to a better reputation and earning potential for the long-term. Shortcuts in integrity and moneymaking don’t pay off, and risk confusing audiences. Stay true to what you do best, and your customers are more likely to stick around.

 

The Human & Digital Communications Agency

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

 

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pr digital agency bangkok thailand

Bad PR gone good – what to do when crisis calls

In 2018, the actions of three different institutions made clear the differences between responses appropriate and less so when your reputation is under siege.

 

When two dogs on two separate United Airlines flights died, the company accepted responsibility, but was less proactive in defending its reputation online. The words spoken against the airline on social media were insufficiently countered in this key court of public opinion. Although the right action was taken, damage was still done.

 

Even more chaotically managed were the responses from by President Trump’s team when the Oval Office was hit on a near daily basis by news reports critical of off-colour tweets and statements supposedly untrue that were issued from the White House, creating a slow-burning crisis. The presidency would have more robustly defended by having key staffers on-message in the first place, and more contrite less arrogant when allegations emerge.

 

A much smoother, crisis-fighting PR move was exemplified by Howard Schutz, chairman of Starbucks, when two black men sitting in a branch of the coffee shop waiting for a friend were arrested at the instigation of staffers. The forward-thinking businessman said, “We’re better than this,” and closed over 8,000 Starbucks stores for a day, incurring significant economic losses, so some 175,000 employees could attend racial sensitivity workshops.

 

Reputation and integrity trump financial interests – especially during crisis management. Profits may suffer temporarily, but your integrity is priceless and should never be put in jeopardy.

 

The Human & Digital Communications Agency

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

 

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pr digital agency bangkok thailand

Content marketing: a tale as old as time

Content is king,” Bill Gates opined in 1996 about how the upcoming impact of the Internet. Indeed, content always has been and always will be.

 

Content marketing” is based in what storytellers have always done: exchanging information in an effective way so that your key message is remembered, and engaging enough to create a lasting impression. In the Information Age, a stunning range of ideas can be shared in increasingly varied, speedier ways with a growing range of people, for all kinds of purposes. But the core idea of content being the basis for communicating remains the same.

 

As the information online becomes more voluminous, better organised and labeled, SEO becomes ever more vital. Content listed atop Google search results becomes more valuable. This is the place to be noticed. As SEO itself becomes more optimized, moving away from key words alone to rank website for relevance, a richer range of factors is considered when ranking websites – including content.

 

One key example of how this effects digital marketers is how research shows that people looking to buy products and services want more articles, and fewer advertisements, in order to help them make informed decisions. If you get the content right, they will come, buy and share their positive experiences with friends. The time for content marketing has come, and reminds us that reign of King Content is one as old as time, and all the stronger in the digital era.

 

The Human & Digital Communications Agency

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

 

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pr digital agency bangkok thailand

Digital PR turns to AI

As always, companies are constantly in search of cheaper, streamlined systems for generating profits and staying ahead of competitors. What’s different today is that this timeless trend is playing out online, where increasingly sophisticated digital marketing strategies are needed in order for any firm to remain relevant.

 

More and more, companies are turning to AI to boost their social media agency. As algorithms become even more hi-tech, and social media posts become more widespread and voluminous – and difficult to track by humans, were they ever to take on so cumbersome a task – digital marketing solutions are evolving to make sense of human behaviour on the Internet. What we are posting, buying and browsing is being systematically tracked and analysed with AI and projected back at us and the Internet on a whole with greater-than-ever precision.

 

More than 2.8 billion people have social media accounts with the likes of Facebook, Twitter and Instagram. That adds up to oceans of online activity, and enormous potential for social media marketing. AI is busily making better sense of the spewing of data, for example, on Facebook, improving facial-recognition software to know who’s doing or liking this or that, taking careful note of users’ comments, and placing atop their newsfeeds posts most likely to generate interest – and potential profits.

 

Social media marketing is rapidly coming of age. And perhaps somewhat less socially, AI software is becoming able to make sense of the trends, with fewer services required from human employees.

 

The Human & Digital Communications Agency

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

 

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pr digital agency bangkok thailand

In today’s disruptive PR world, evolution is more essential than ever

Foreign tourists to Bangkok might be forgiven for thinking Wireless Road was named for some scheme promoting fast Internet connectivity. In reality it refers to the term once used for “radio”. What about the term “traffic statistics”? If traffic statistics are less than ideal, what should you do? If the idea you’re mentally forming has more to do public transportation than SEO, you may have a problem. And you may notice digital-native PR firms passing you by, no matter how good your reputation.

 

Good PR is rapidly becoming less based merely on cool concepts and clever campaigns, and just as much on tracking and taking advantage of data from your successful promoting of clients on various platforms, various ways. If a PR-value-rich campaign isn’t well documented, was it really successful? No. Not really. Not anymore. The campaign may have been somewhat valuable for the recipient of the PR, and PR company that put it on. But if you’re not taking a sophisticated, thoroughly digital-friendly approach to well-documenting your success stories, you’ll risk losing your next account to a less-experienced rival firm that can.

 

What passed for a well put-together campaign in the past – reaching out to a few key influencers and taking advantage of big advertising budgets – simply isn’t enough anymore. Audiences are increasingly scattered. Attention spans are shorter. Key messages need tailoring. You’ve heard this before, of course. But like never before, the future is now.

 

The Human & Digital Communications Agency

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

 

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Sportingly good PR moves

In our IT-driven, increasingly couch-potatoey world, there’s nothing quite so feel-good as a story promoting something – anything – that gets people up and moving. Especially when it comes to spurring today’s oft softer, sedentary youngsters across cultures and continents to take timeouts from their e-lifestyles.

 

In the US, the market for sports has mushroomed 55 percent since 2010 and points to the great marketing potential associated with youngsters having a grand old time, offline. At the same time, too many American kids are now listed on the sport of life’s inactive roster: the percentage of US adolescents classified as “inactive” leapt disturbingly from 20 percent in 2014 to 37 percent the following year. There are countless inspiring athletes and moments of drama more than worth sharing far and wide. Golf alone in the US, for example, generates just under $4 billion in the US for charity every year, accounting for 1% of all charitable donations in the country.

 

A touching sports story never fails to uplift, and remind so many of us why we got into our favorite sports in the first place. Beyond the complicated rules of the greater world and the familiar routines we encounter there every day, athletes have an uncanny ability to provide glimpses of the purest inspiration, and escapist, breathtaking add-ons for our memories reflecting, as Whitney Houston crooned in her hit song promoting the 1988 Summer Olympics, “one moment in time, when I’m more than I thought I could be”.

 

No matter if relayed in blogs, social media posts, or more traditional words and images, sports promotion yields win-win results for promoters and audiences reached. For every gossipy tabloid piece about athletes caught up in awkward off-court dramas, there are deeper storylines, and excitement reflecting the best of who we are.

 

Case studies show that promoting sports events is a win-win situation, bringing value to readers, PR storytellers and the athletes captured in moments of testing trials, sacrifice, the drive to succeed, and other wider lessons that sports so movingly convey so much of time.

 

The Human & Digital Communications Agency

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

 

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blog 099 pr digital bangkok thailand

The only constant is change

Today’s hi-tech marketing world brings deep, renewed meaning to this timeless expression.

 

Innovation and its nemesis, disruption, have found dramatic new ways to change so much of our increasingly IT-infused world. This is a symbiotic dance of new systems with the new realties that can rapidly render these systems obsolete. This relentless pace of technological change is particularly acute when it comes to the need to make sense of and market these very products and services that may end up having rather short shelf lives. But effectively addressing such challenges is possible with timeless values like integrity, balance, flexibility and the eagerness to learn.

 

Marketers need to stay in constant touch with their inner techie in order to effectively decipher the details of countless products and services regularly coming out and appealingly describe them to consumers, whom themselves are increasingly segmented into smaller subgroups with varying interests and incomes. Creative sorts in PR firms can no longer just outsource the dissemination of the content they create to others.

 

It’s no longer enough for businesses and those who promote their key messages, to simply create the next big thing. Great new products and services, if they are to be effectively dispersed, now more than ever need an adaptive, multifaceted PR team willing to go digital native, and find the right blend of social media posts, effective use of influencers and ability to stay up-to-date on a world awash with chatbots and algorithms.

 

The more the way products are made and marketed, the more these new systems themselves are also likely to end up evolving. And yet there’s never a replacement for an intrinsically human attachment to a good story – and the ability to tell one.

 

Staying state-of-the-art is essential. So is spinning an epic tale like a storyteller enthralling an audience gathered around a campfire.

 

A blog like this that begins with a truism can end with another when it comes to the need to the essence of grabbing and sustaining attention: the more things change, the more they stay the same.

 

The Human & Digital Communications Agency

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

 

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blog 101 pr digital bangkok thailand

Vivaldi PR scores a hat trick in sports promotion

For the third year straight, Thailand’s top PR agency for sports has proven its ability to succeed like a true champion.

 

After winning Gold for the Best Sports PR Agency in Thailand in 2016 at the Sports Industry Awards (SPIA), followed up the next year with a Silver for the Best Sport Event Supplier in Thailand at the same event, lightning has now struck thrice for the firm, with its CEO Joseph Henry being invited to serve on the Awards Committee for the 2018 SPIA, which takes place November 19-20.

 

“I’m very proud to have been named as a judge for this prestigious event. But I really must give all the credit for allowing this to happen to Vivaldi’s very dedicated team, which is so passionate about promoting sports in Thailand,” says the co-founder of the top PR provider in Bangkok for digital marketing, advertorials, social media posts, press conferences, and much more.

 

The latest accolade comes 13 years after the spark that led to Vivaldi’s ascendency in sports promotion, when it had the honorable responsibility of serving on the Organizing Committee for the King’s Cup Regatta in Phuket. Since learning the ropes in the kingdom’s premier boating spectacle, Vivaldi has gone from strength to strength, generating over Bt1 billion in PR value for a stable full of thoroughbred sports-related clients, including the Bangkok Bank CycleFest, The Music Run by AIA, and sports-apparel giants JD Sport and Warrix Sports. Beyond sports, Vivaldi also helps firms succeed in fields as varied as automotive, consumer tech, hospitality, property and logistics.

 

The Human & Digital Communications Agency

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

 

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blog 098 pr digital bangkok thailand

Growing brand awareness through competency

Brand awareness is crucial to success, but many digital marketers forgo it as it does not have the CTR of a dedicated sales campaign. However, awareness is key to establishing credibility, and that is a great platform on which to build segment leadership.

Marketing

The most obvious way to improve brand awareness is to seek the services of an established digital marketing agency, but with the social tools and search engine ad tools, you can effectively do it yourself. This can have a huge impact on the awareness of your brand and establish you as a key player in the industry, with campaigns that focus on views instead of immediate, expensive click-throughs.

Utilize social media

Social media leverage carries obvious benefits, and the usual rules apply – keep content relevant, regular, and avoid divisive topics. Reply to any customer comments in good time, running promotions and interacting with the public in a friendly yet professional manner.

Sponsorships

Sponsoring and event, team or project has been long-proven to deliver brand awareness, although the costs can be high so alignment should be made as relevant as possible. Look for co-branding opportunities with partners or clients where possible to help manage costs. Try to avoid going too corporate and look for two-way engagement where possible.

Competitions

Nothing catches the public’s attention like good competition, and this can have a huge impact on brand awareness. In particular, running a competition on social media where users can enter by liking and sharing a post can very quickly showcase your brand to a much wider user base and encourage more people to follow you.

 

The Human & Digital Communications Agency

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

 

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blog 097 pr digital bangkok thailand

Crisis manage like a PR pro

Many people believe that much of a PR practitioner’s work is crisis mitigation. In reality, it’s usually less that 0-1% of the time per client account (hopefully).

When things go astray, it’s usually because of the unforeseen; but there are several things you can do to get through any incident efficiently and without lasting damage.

 

Take lead and own it

There is a difference between putting out a holding statement and accepting legal culpability. Never issue any crisis comm’s that imply you or your client were at fault. But you need to make media and the public know that you are aware something has happened and that you are investigating, either internally, with the client or with the relevant authorities. This is the purpose of a holding statement.

 

Have people ready

Make sure that senior people within your company are aware and are briefed on what they can or cannot say. Note that this may be a different person to whoever picked up the news report initially. Co-ordinate and plan resource.

 

Listen to feedback

You need to try to listen to what the public is telling you about what you are doing in your business, and doubly so in crisis situations. Another way to do this is to check out what people are talking about on social media. The feedback that you receive from the public can be useful for forming a great public relations response.

Don’t panic

Freaking out only makes things worse. Think calmly through the situation, in close collaboration with your teams. You can also reach out to trusted sources outside of your company, if you need further (confidential) advice. People do crazy stuff when they are under stress.

 

Turn crisis into opportunity

If the spotlight is shining on you for all the wrong reasons, think about how to manage the situation properly and look at the possible contribution of positive exposure. Nike was pulled apart by an angry president recently for their choice of posterboy. Their sales grew by 23% the following week.

 

The Human & Digital Communications Agency

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

 

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