pr digital agency bangkok thailand

Fizzling Fyre and the quest for clarity in PR

Who will influence the influencers? Traditional gatekeepers in media and PR have ceded much of their agenda-setting duties to new-generation digital bloggers and marketers who while oft ingeniously informative also show us that large-scale misinformation happens, and to those you might think wouldn’t easily be deceived, even in the Information Age.

 

One wonders how so much more could have possibly gone wrong at the debacle that was to be the Fyre Festival. What sounded like a hip party for the e-savvy, partying with supermodels and a chance to shore up the faith of followers, turned into a PR nightmare on every level. What was promoted as a live version of Instagram with chance to photograph and video top supermodels at on an intimate Caribbean beach for elite bloggers had the rug pulled from underneath it and ended up being canceled early.

 

Exclusive tickets priced in the thousands were snapped up by social media influencers. But what looked like to be the party of the century was based on hype and perhaps deception. Private jets were basic planes, posh resorts were actually tents and the food was hardly gourmet. The event’s planner in chief, Billy McFarland, was arrested on charges of defrauding. The bottom line is that with so much potential for revenue, influencers themselves will continue to be attempted to be influenced by all kinds of forces. Buyers, readers and viewers beware: even those who are most influential can be conned.

 

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

When tech giants make adjustments

In an info-loaded age when the nature of content changes, what was once paid for is now free, and products once simply just advertised are now described in detail in articles and advertorials to buyers who demand to be fully informed before making a decision, the ability to be flexible and have good customer relations is more needed than ever. Especially, it seems, among tech giants who may think at times that they have all the solutions.

 

When Snapchat announced that it is considering allowing for its famously disappearing photos stick around, many ardent fans of the online platform for shots with a short shelf-life were aghast, saying that this went against the whole point of the social media site. But it may end up being more of a tactical adjustment, and offer an alternative to its big cousin Facebook, which has been losing subscribers over much more significant issues related to privacy concerns.

 

Indeed, more of a concern is the planned merger of the communications services of WhatsApp, Facebook Messenger and Instagram, particularly considering Facebook’s mixed legacy with handling issues related to privacy and user preferences. While market forces eventually sort things out, more initial consultation with users will pay off in the long-run. The notorious difficulty in deleting a Facebook account and the social media’s giant once insisting on using @facebook.com for e-mail addresses, before such insistence backfired, goes to show that allowing for customer preferences and maintain a flexible approach remain essential, no matter who you are.

 

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

The Art of Dining Hospitality Public Relations

Good PR and top-tier dining hospitality share many core characteristics, like impeccable tact, a vision of possibilities that others cannot see, stimulating the senses by creating something with truly good taste at optimal price levels, while consistently providing clientele something delightful enough to keep coming back for more.

 

Vivaldi is the only PR agency in Thailand to have been retained by both Asia’s 50 Best Top Restaurants, the Michelin Guide, plus, the Wongnai User’s Choice Awards heralding the highest-quality dining experiences you can find.

 

In the highly competitive environment for dining and hospitality, it is essential to effectively communicate to audiences exactly what our clients offer, and why the experience of taking the effort to go eat in their restaurants will be very much rewarded.

 

Vivaldi was one of the first PR agencies in Thailand to forge and creatively develop ever closer relations with bloggers both international and local, tapping the digital world’s ever-growing ranks of highly credible influencers while maintaining strong contacts with traditional media. The firm’s outreach, from classic launch events and highly coveted private pop up dinners to spreading key messages online through social media, bloggers and vloggers, taps the multifaceted world of influencers needed for effective PR in today’s world.

 

Among the top-end venues in Bangkok the firm has partnered with are Charcoal Tandoor Grill & Mixology, J’Aime by Jean-Michel Lorain, Haoma and Above Eleven.

 

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

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.

 

Best PR Agency Delivering PR | Social | Digital. Contact us today!

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