pr digital agency bangkok thailand

The continuing saga of good storytelling in PR

The more that innovation delivers buyer-friendly breakthroughs, the more that disruption can wreak havoc. The larger databases become and enhance our buying options, the more confusing shopping online can become. The more we say we value authentic information, the more technology and media channels proliferate and make it easier for fake news to creep in. As social media platforms grow in number and complexity, switching off and detoxing from Internet addiction goes more mainstream.

 

Companies are scrambling to give customers the richer digital experiences they crave. The vastly growing quantity of information is helping fuel demand for quality. Through their brands, digital influencers and PR firms are competing in new ways, on new platforms, to hold and keep the attention of audiences. The content and depth of stories allows – and further encourages – content providers to engage with audiences in more meaningful, memorable ways.

 

The more channels expand, audiences fragment and attention spans fall, the more a unique story with heart is useful as a means for expanding influence and innovation for those who have a great message and the knowhow to spread it. A recent study by ad firm Hill Holliday evidences that customers are more likely to buy products and spend more on them when they are marketed along with an interesting story. This supports what the great majority of marketers think, that an integrated experience for customers across key platforms leads to greater customer satisfaction. When the message is compelling enough, the rest will often fall into place.

 

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

Streaming ‘Roma’, Influencing Oscar

In the latest earth-quaking, IT-led disruption to business as usual for movie lovers and the marketers who influence them, the biggest movie streaming website, Netflix, scored big at the Academy Awards with 10 nominations, and picked up big wins for best director and best foreign language film best for its made-for-laptops film “Roma”.

 

While the black-and-white, Spanish-language film could also be seen in theatres, the fact it was made by Netflix has industry professionals paying attention. The campaign supporting “Roma” was backed by a US$25-million PR blitz. Although panned by one big theatre chain as a “made-for-TV” movie after winning four Bafta awards, including film of the year, the move is just one more sign of how more people love staying at home to watch films.

 

Competition is fierce for the future of Hollywood. Netflix’s “‘Roma’ Experience Day” multi-channel public relations campaign amplified the novelty factor for the film with a sophisticated strategy featuring choice details such as chocolates stamped with the name of the film and augmented-reality entertainment in which attendees at a gala were superimposed into a scene from “Roma” that they could share later. While some say that the Netflix is ruining the film-going experience, the company’s recent PR coup shows that viewers are in charge, and they don’t have to go to the cinema to get premium entertainment, and don’t even have to wait a few months anymore for the official debut on small screens.

 

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

CGI influencers and a tale as old as time

People have always loved a good story, and getting wrapped up in plots. Lines famously blurred in 1938, when the fictitious radio broadcast “War of the Worlds” caused real-world panic that aliens were actually on the offensive.

 

A real trend today is the rise of a new-gen, less-than-human digital influencers, who are having valuable input on brands and society. When popular Instagram influencer Lil Miquela came out as a CGI product of the imagination, it created a stir, as she had been presented as human before the revelation. Some who had suspected her of having a face looking seriously Photoshopped felt vindicated. Others saw her as simply a product of the IT-enhanced times of today. While never approaching the disruption and chaos of “War of the Worlds”, a sense of having been had was still perceptible once the truth was out. Lil Miquela still has 1.5 million Instagram followers. So does another new-age influencer, Pumpkin The Raccoon. Although in the animal’s case at least we knew all along it’s a gag.

 

When asked to tick the “I’m not a robot” box in a promo for #RobotProblems, Lil Miquela has a moment with her CGI self before a human friend ticks the box for her and then cocks her head and arches her eyebrow slightly. It’s irony. We’re all in on her act now. But with AI’s growth, possibilities for deception are on the rise, and digital influencers will need to have honest exchanges with the public if they are to retain their long-term influence and reputation.

 

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

Integrity, integrated

Two interesting trends in the public relations reinforce and strengthen each other, although on the surface they may seem, well, somewhat segregated. The first trend is customers and market forces combining to promote tech-savvy, multifaceted, fully integrated, digital PR campaigns that synch messages across platforms both online and old-school, to optimize KPI and ROI.

 

The other trend is for greater integrity. Following Nike’s “Believe in something” campaign featuring currently unemployed quarterback Colin Kaepernick, whose well-known position against racism may have helped cost him a starting position in the NFL, sales for the iconic sports manufacturer shot up by six billion dollars. But when Gillette tried something similar, reimagining its “The Best a Man Can Get” tagline as “The Best Men Can Be” with an accompanying video in order to encourage men to be less sexist, the results were mixed. The video accompanying the new messaging turned off more many traditional customers and didn’t result of much of a sales bump. Although intentions may be noble, the bottom line in risky campaigns that come off as preachy might be to take Nike’s classic advice to “just do it”.

 

Worse still are off-message messages in Twitter storms from the likes of Tesla’s Elon Musk that go far and wide thanks to the well-integrated nature of communications today, but go down strangely in terms of integrity. Have something nice to say. And if you must be provocative, it pays to rebel with style, not with words that may come back to haunt you and your company’s reputation and value.

 

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

Delete, detox, drop out

The field of social studies covers a lot of warfare, so no one should be really be surprised when social media posts often stray into thoughts less reflective of higher instincts. To help users retain their online reputations and limit their real-world ramifications, Facebook recently unveiled the “remove for everyone” option, a feature that at one point only Mark Zuckerberg had. The handy upgrade allows users to delete Messenger chats that in retrospect they regret having posted.

 

In a world where thoughts lead to actions instantly transmitted to all your friends, family, Facebook friends or others who come across your less than fully thought out though most public posts, the timeless advice to keep in mind is to think before you say or write something rings true with renewed clarity.

 

While many will feel the need to reel in an errant post or Facebook Messenger text now and again, an increasing number are also making the final cut and deleting their Facebook accounts altogether. Still, this ultimate step remains a difficult one to take, despite calls for making it simpler in light of privacy concerns that have plagued the world’s biggest social media website by the Cambridge Analytica scandal regarding harvesting of the user profiles of millions of Facebook users and other concerns related to data privacy protection.

 

You are what you post. And at least until privacy concerns are more fully address, you’re online profiles may be revealing even more of yourself than you may feel comfortable about showing others.

 

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

PR accidentally on purpose?

Working to enhance a client’s reputation and avoid embarrassment is essential in PR. So what if a mistake seems so unbelievable that some think it was planned?

 

A PR ‘stunt’ that goes down well with the public, generating some free publicity and perhaps future profits, may very well be remembered as a brilliant move. The downside is when something comes off as obviously gimmicky or worse. Sometimes it can be hard to discover true intentions…

 

Twice in recent months, some observers found the boundaries blurring for one airline. While typos have unfortunately become more common in today’s information-laden world, they rarely appear on the sides of airplanes. Which is why when one plane was spotted bearing the wording “CATHAY PACIIC” after a paint job with the “F” gone missing, some suspected a PR ruse. The company said that it was an honest mistake. But then just a few weeks later, several premium seats on Cathay Pacific flights from Asia to North America were spotted online going for closer to $1,000 then the tens of thousands of dollars they were supposed to be sold for. In both cases, the airline responded with a brave face – and honored transactions made on tickets sold at the vastly lower fares in the latter case – and the public read about it.

 

While the tradeoff between profits lost and publicity generated may have differed in these two cases, what’s true in both of them and all instances is that integrity matters. So be careful what bold PR moves you be considering: the clean-up shouldn’t be pricier than the publicity generated.

 

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 customer is always right…

While this truism with its heart in the right place has never been entirely correct, it has gained new justification in the era of digital marketing, when databases have allowed communications professionals to track purchases and preferences like never before. With a wealth of information available on what customers value, and what websites hold their attention the longest and where they are buying and lingering, it should be much easier to keep customers satisfied.

 

‘The customer should always have a valued experience’ might be a good way of updating the message for modern digital marketing companies. Customer experience is more important than ever: nine of 10 providers of leading PR firms think that a meaningful journey for customers who interact with brands on multiple fronts and through various channels leads to increased loyalty and many happy returns. Eight-nine percent of them also say such positive interaction significantly affects economic growth.

 

Social media and social media marketing agencies should, of course, optimize social interactions. Influencers can have positive influence rather than simply be effective at reeling in new buyers. Beyond ‘targeting’ audiences, remember to personalize when appropriate. Activating channels and making efficient use of AI should not mean dehumanizing operations – many customers still value a personal approach and face-to-face interactions.

 

Know your customers. Make their interactions pleasant, and maybe if they may not always necessarily be correct on every occasion, chances are high they’ll keep coming back for your products and services.

 

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

Tracking, trust and tracking trust in PR

As content reassumes something closer to its natural value, tricks like backlinks and overt SEO-focused terminology will fade as the actual message conveyed will be tracked through more sophisticated software. This means words on websites no longer need to be virtual code words and can be more descriptive as context becomes clearer. Linkless mentions are coming of age, as search engines get better at knowing what you’re trying to say. While backlinks connecting networks of websites still have value, providing a reliability chain, this technique has led to an overvaluing the links themselves, to the discrediting of actual content.

 

This smarter tracking of info helps free PR agencies to focus more on developing their actual relationships with clients and the media. As nuanced meanings, key messages and messages you may not even fully realise you’re conveying are picked up by Google and the like, more realistic search results will follow. When put to use more appropriately, technology can correct some of the skewed relationships that it leads to elsewhere.

 

Perhaps somewhat ironically, in an age in which information is more easily verified, understood and sorted accordingly, trust in the media has significantly decreased. According to the 2018 Edelman Trust Barometer report, trust in this key disseminator of information that PR agencies and their clients depend on is lower, as is trust in various institutions worldwide. Trust, once broken, remains difficult to repair and there’s no app for that, so make sure your integrity remains intact.

 

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

Promoting sports like a champion

“At Vivaldi, we have a special passion for sports,” says the head of Thailand’s top PR agency, CEO Joseph Henry. “Going above and beyond traditional media relations, Vivaldi sports practice has proven able to deliver totally integrated paid, earned, shared and owned, marketing, influencers, video, social and media campaigns for clients.”

 

Among the prestigious clients who have partnered with Vivaldi are the Phuket King’s Cup Regatta, which has retained Vivaldi for 13 years; One Championship MMA, Honda LPGA Golf, The Music Run and Warrix, manufacturer of the Official Thai National Football team jersey.

 

In recognition of Vivaldi’s continuing leadership in sports PR, social media and events, the CEO was invited to serve as an Awards Committee regional judge at the 2018 Sports Industry Awards (SPIA). Previously, Vivaldi, the leading PR agency for sports in Thailand, won SPIA’s Gold for the Best Sports PR Agency in Thailand in 2016, and in 2017 earned the Silver for the Best Sport Event Supplier in Thailand.

 

Vivaldi was perfectly positioned very early on to maximize the strength of its relations and strategic expertise in the sport industry, harnessing social media, digital content and the media to help support the development of sports and tourism in the country,” says Henry, who is competitive Ironman Triathlete and Ultra long-distance runner.

 

Team Vivaldi is better positioned than ever to continue capitalizing on its strengths. Not resting on its laurels, in 2018 the integrated public relations firm won pitches for the Honda LGPA golf tournament, Bangkok Bank CycleFest and the leading sport fashion retailer for JD Sport. Vivaldi’s reputation as the top Sports PR agency in Bangkok keeps gaining momentum.

 

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 Internet’s enhancement of PR accountability

Earning and keeping trust has always been essential to good public relations. The age and growth of the Internet reinforces this, with information increasingly accessible and verifiable. The relations you cultivate are essential for and conducive to delivering what matters most: evidenced, valued results.

 

Dedicated, relentless pitching will help create the right relations with clients, the media and influencers. That’s just the beginning – the bottom line is still the bottom line. No matter how many media reps you can contact in an instant, the real number that matters is those reporters, bloggers and influencers who actually help amplify clients’ key messages, and those clients who sign up for services.

 

Publication alone isn’t good enough, if it ever was. Metrics such as social shares, time spent on websites and numbers of time pages are viewed are being normalized to help create a clearer picture of true value. A whole new world of verification has been created, building exponentially on what just a few ago would just have been simple tallies of circulation or viewership in raw numbers. The leading PR firms are making sure to proactively provide full details on exactly what kind of buzz they are generating.

 

Content needs to be on target, the right length for attention spans, detailed, compelling and tracked, before the results are relayed to stakeholders. ROI is increasingly digitized, traceable and verifiable, as worth becomes corroborated in a range of sophisticated online mechanisms. Accountability has come of age.

 

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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