pr digital agency bangkok thailand

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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Influence, or lack thereof

A rude denial was not what superinfluencer Amy Seder thought would be the response she would get receive after one recent request for free accommodation. But that’s exactly what one Italian hotel fed up with requests from influencers sent her. “Blogger infestation. Not interested,” was the specific retort. With influence pedaling reaching the point of no return, it’s easy to see why many hoteliers and restaurateurs are growing increasingly reluctant to splash out on self-proclaimed influencers who don’t live up to their hype.

 

When influencing becomes freeloading

 

This is not the first famous case of a hotel delivering a sharp rebuke to an influencer, nor an isolated incident. The ‘Will influence for free accommodation’ mantra has grown old in an age jam-packed by pundits claiming that profits and public awareness will be generated by their positive reviews of the institutions that pamper them. In another incident, a Philippine resort tired of receiving requests for comp from influencers sent out a tirade that criticized the nature of the profession, questioning the idea of what on the surface may look like getting something for nothing.

 

The future of influence

 

There’s no returning to the rather quaint world of just a few years ago before online advertising started to really come into its own and allow for the cultivation of the interactive social media platforms and digital marketing of today. While a vetting process and some regulatory measures may be needed, the future of advertising and influencing, shopping and negotiating will have a significant digital component that won’t be stopped by admonishments. Influencers are here to stay, although the nature of what’s said and how it’s said will no doubt continue evolving, as has always been the case.

 

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

Influence, unregulated

The easy pull of influencer marketing via social media is undeniable. This simple, easy and free way to get to-the-point advice on a dizzying array of things you can buy online and in the real world is undeniable. But a lack of oversight and ways of verifying claims made makes the advice of these pundits questionable. Customers are ready to take away their support at a moment’s notice, creating an air of unpredictability in a system already marked by a lack of accountability.

 

Unignorably persuasive

 

Over three-fourths of Internet users have made a purchase of some kind based on the advice of influencers. Just under 60 per cent of these online shoppers claim to make it a habit of regularly following these influencers though, preferring to shop around in terms of where they get their advice from. The lack of loyalty additionally creates erratic conditions in the realm of online shopping, as key influencers battle it out to see who can gain a long-term reputation for consistently offering the best advice.

 

The authenticity thing

 

Too many influencers are seen as being insincere and less than fully knowledgeable about the products and services they promote and pan. Great majorities of online shoppers crave authenticity. Yet few influencers are seen as possessing it. Although the freedom of the Internet and free-wheeling atmosphere of influence peddling is attractive in many respects to both generators and receivers of influential news and reviews, without a more organised system for vouching for information, the nature of ideas shared online about things we want to buy is likely to remain awash with disruptions.

 

It’s who you know

 

Seven out of 10 people report trusting the opinions of influencers more than friends in real life. A veneer of trust and authority is afforded to those bold enough to tell us what they think about products and services we want. But it’s an easily broken bond, and one consumers are eager to replace with more reliable sources of information. If only we could determine and decide on what they are…

 

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

Give the people what they want

More than four out of five Internet users have unfollowed a firm. The number one reason for the digital ostracisation, for two-thirds of those who have turned their backs on once favoured firms, is lack of compelling content. The challenge to e-marketers and the companies they represent couldn’t be clearer: know your audience.

 

That’s a lot of information

 

Big data makes it possible now for providers of any kind of product or service to know their customers well. Really well. Such info is not simply available from competent acquiring and using of data on buyers’ preferences, but also available through good, old-fashioned customer outreach, which is also aided and enabled by the Internet. There’s simply no excuse for companies to have a lack of connections to their customers, since their preferences directly impact ROI.

 

Social media, of course

 

The most effective strategies these days for staying in touch with, surveying for ideas from, and offering deals to customers involves a significant online competent, with a strong focus on social media sites. No matter whether this is taken care of in-house, at least partially, or subcontracted out to PR firms, the bottom line is that a digital presence is crucial. Without one, firms risk isolating themselves from the growing ranks of digital natives entering the e-marketplace, and older buyers becoming increasingly savvy at ordering things with their computer without needing to visit shops.

 

Shopping online

 

The technology and e-commerce websites making use of it are making shopping from home or work, or while commuting or on vacation, an increasingly viable and convenient option, for everything under the sun.

 

The customer is always right

 

This truism has taken on new currency, and not so much when there is a difference of opinion, but because now more than ever those opinions are knowable, accessible and sortable. The most in-the-know companies these days are those who can build and sustain unbreakable customer relations based on mutual satisfaction and happiness that fits to a T.

 

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

INSTAGRAM IS STILL LIKEABLE

With Instagram’s recent decision to remove ‘likes’ many brands and their agencies are looking at how to best leverage effectiveness on the platform. But how can brands make sure they are getting value out of being on Instagram?

 

Ideas are a work of art

 

Respected marketing expert and author Seth Godin recently had a great insight about how brands can get the most out of social media.

 

“When your ideas are spreading, when your work is remarkable, when your organization has built a social ratchet that works, one of the side effects will be a significant social media presence. People will talk about you in ways that they like to talk… online. And worth noting: The Mona Lisa has a huge social media presence. Her picture is everywhere. But she doesn’t tweet. She’s big on social media because she’s an icon, but she’s not an icon because she’s big on social media.” Seth Godin

 

Get creative

 

So what can brands do to make the most of Instagram in the post-’like’ era? The answer is simple – be more creative. As Mr. Godin said – have remarkable ideas that are worth people talking about and sharing.

 

Pause the scroll

 

We live in a scrolling culture today, consumers are looking to be entertained, enlightened, and educated on their social media accounts, but to do that you need to be posting content that will not only get their attention but also stop them long enough to engage them with your message.

 

Don’t blend in

 

So when you’re planning a new campaign make sure it will get the attention it deserves. Think outside the box, have fresh ideas that will attract eyeballs and stop your audience long enough for you to tell your story.

 

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

The art and craft of public relations in a world online

What PR firm should we go with? The same old question is still being asked by business owners today. The fundamentals of the decisions on which they base the answer to these questions are largely the same, but not in all aspects. The nature of how ideas are sold has shifted a lot in an era in which so much is done through the Internet. But influence is still influence, and it still all comes down to the bottom line. Here are a few key tips to keep in mind…

 

Know your customers

 

Big data is allowing this truism to come of age like never before. Just keep it decent – buyers are turned off by the idea of being tracked, but love convenience and something that appeals just to them. Knowledge of consumer behaviour is therefore critical, but shouldn’t reach the point at which it negatively impacts business. Maintaining a balance is the key to success in this regard.

 

B2B or B2C?

 

That’s a good question. The answer should take a lot of factors into account, including a PR firm’s ability to get articles and adverts placed in the right publications, strength of connections with influencers, and other aspects that come down to how much they can help a company connect with their target audience – and, even better, also make buyers in marketplaces new ones they hadn’t fully envisioned yet. Look for professionalism and flexibility in the firm you choose; these traits of good PR firms will help tap the right markets at the right time, no matter if B2B, B2C, or some combo of the two ends up being used.

 

The personal touch or AI?

 

Both. While meeting clients, making pitches, maintaining good customer-service relations and sealing deals still often comes down to the irreplaceable, unquantifiable nuances of face-to-face encounters, the reach and influence of AI continues expanding, and greatly expands the earning potential and reputation of firms that skillfully make use of it. It’s a brave, new PR world out there, but not as different as the old one as you may think.

 

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

Mastering the art of making sales online

While more and more online shoppers are increasingly aloof in terms of loyalty to particular companies, more and more companies are turning to cheaper, in-house and, yes, often less effective strategies for marketing. This is in turn oft leading to even more reasons for customers to look elsewhere for the products and services they want, and thus help perpetuate the cycle. The nature of how society seeks, finds, decides on and markets what’s for sale, is changing dramatically.

 

Wild West of e-commerce

 

As the nature of business transactions shifts more to faceless, electronic platforms, without human-to-human negotiations and other social aspects, the more the behaviour of consumers is changing. People have different norms online than they do in the real world, and are more likely to hold out for better offers, or, in some cases, seal the deal more quickly for convenience’s sake. But it’s also much easier to leave a website than to leave an actual store, as there’s even less pressure to stick around and feign interest after it slips away, and salespeople have fewer methods of encouraging you to stay and consider making a purchase. By the same token, you can linger on websites without being approached by salespeople, and slowly consider the deal that’s best for you.

 

Bending over backwards for buyers

 

As a result, websites will try to attract in customers with sweeter deals and more promo points good for reaping rewards another day, and have to match the rising standards and expectations of customers, who know that the better companies will market their wares in ways in which the bottom line is more clear, along with the goodness of the deal being struck.

 

Why should I buy from you?

 

Whether in-house marketing teams have the content-creation, networking and logistical abilities to promote their companies is a question that many CEOs are now grappling with. The potential ROI windfall of hiring a professional marketing firm to represent your company for your next big campaign, while still significant, must be compared to what happens to a “sure thing” that fails to attract sufficient attention. In today’s PR climate, the marketability of products and services can be unclear, even if their quality is not. Who you know and how you send messages still matters. Along with a lot of little and big things known and unknown, thanks to the newness and uncertainty of what e-business actually is, and will become…

 

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

Amazon and the art of listening

The surge in voice-recognition technology is being led by the market trailblazer in online shopping. Amazon is taking over territory on the strength of Echo, its handy five-year old platform for making Internet a more happily hands-free experience. The brand enjoys nearly half of the market share for searching for information online activated by oral communication – about the same as its share of e-business transactions in the US.

 

Ready for more

 

The digital giant is well positioned to make even bigger profits, with a significant percentage of Internet users not currently making use of voice-recognition technology to join the trend. Within three years, nearly four out of five netizens are expected to be making use of the convenience-boosting technology. While 85 per cent of Internet users have heard of Echo, 70 per cent know about its nearest rival, Google Home. Only three in 10 people have heard of the next biggest competitor, Apple HomePod.

 

Ready for even more

 

Coupled with the massive increased interest in online shopping, led by technological upgrades and the preferences and comfort in using social media navigating the Internet among the natives who make up an increasing percentage of the market, online shopping is here to stay, and represents a bonanza for tech-savvy digital marketers.

 

Is anybody listening?

 

Almost one out of three people are suspicious that their personal information is put at risk when using digital assistants and that their conversations can be tapped into and recorded, no matter how they attempt to take control of their privacy settings. For now, though the message is loud and clear: Amazon has achieved voice dominance, and will be doing everything it can to make sure we’re all paying attention.

 

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

Mistrust of brands soaring

Online shoppers are rather displeased these days with their overall interaction with brands, which are seen as not digging deep enough to win and retain customers. This is the key finding of a new report on Internet-based commerce, which details why firms of all kinds are still seen as staying too close to traditional methods.

 

More points, please

 

Close to half of respondents have excommunicated a company from their online lives for failing to win them over with enough personalization, promos and other perks. Free delivery is just for starters. It’s no longer impressive for product and service providers to give just a few token privileges, in an age where customers can easily find competitors eager to show that they could do a better job.

 

Wrecking the basics

 

For a label like “influencer”, influencers may not all that influential. They rank lowly in terms of trustworthiness in the new study. Celebrities are ranked even lower. At the top are family members and colleagues. The more distant the physical proximity and access to real-world interactions, the less likely the influence is, according to the report. At least movie stars have another, more important line of work, and are viewed as taking on work in advertisements because they are valuable for who they are more than what they say.

 

Lobbying behind the scenes

 

But many influencers have fallen into the trap that journalists have, by having a career that invites others to persuade them to promote a particular, often one-sided message. Least trusted of all, according to the report, and for similar reasons, were politicians. This reinforces a timeless PR message: if you are in a position where what you say and how you say it are taken note of, stay clear of corruptive influences if you want your reputation to last.

 

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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