With crisis comes opportunity – 4 things you can do for your business during a crisis

In Public Relations, a crisis is an opportunity to pitch a story to come out stronger at the end of it. Many businesses find themselves in dire economic downturn owing to the COVID-19 pandemic and it is essential to keep your cool and stay proactive. Laying low will not help maintain and develop your brand image. Don’t cut down on work hours for your PR specialists, instead support them and focus on developing an effective crisis communication strategy.

 

Don’t miss out on the opportunity

 

A crisis will pass and everything will return back to normal – but a business that makes use of the crisis to fill an information void will have the upper hand, coming out of the crisis. During the coronavirus outbreak, any news related to the virus will attract instant interest. Services that minimize person-to-person contact, CSR activities will create buzz and your name will be mentioned in news articles and this will portray your brand in a new light.

 

Give your clients something to look forward to

 

A lot of businesses are on the verge of closing down, especially in the hospitality and tourism industry. Airlines, tourist agencies and entertainment centers are temporarily closed.

 

This virus will someday go away and people have hopes and plans for the future ahead. Your business, disappearing from the public eye will make people anxious – keep running those ads, post social media content and keep those blog posts going. If you have a subscription based business like a gym, be sure to inform your clients about your plans for after the crisis, let them know what will happen to their memberships after – offer a complimentary extension, give them something for their support because the goal is to keep your clients happy.

 

Be kind

 

Acts of kindness can go a long way in provoking interest. A lot of subscription based video sites, especially educational sides have come out and offered open access to all for their content. Help people in any way you or your business can, it could be something as small as volunteering as a team or offering your services to those in need.

 

Share your experience

 

With so many changes in the way life works, there are people and organisations out there that haven’t been able to adapt 100% to the current situation. Share your personal experience on how remote working was organized, the challenges you faced as a team and how you overcame them. This will make people feel closer to your business. Make sure your communication is as friendly as possible, whilst being proactive and open for action.

 

It’s just a matter of time before this crisis passes. As a PR agency, think about how you and your clients can benefit from the situation. Life will go back to normal after the quarantine and you must work towards securing a spot for your business in the day-to-day life of people when all this is past us.

 

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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Small is beautiful

Good things often come in small dosages. Firms in the know and in need of a fresh PR boost are often getting just what they want from micro-influencers, who generally work for less money, tend to be more passionate about what they do, and are eager to build substantial long-term relationships with brands.

 

Say something authentically

 

A new study on micro-influence in advertising and public relations shows that those involved in the subfield tend to be highly committed on a personal level to what they are saying, and who they are promoting. Micro-influencers are particularly well represented in the fields of lifestyle and fitness, fashion and beauty, hospitality and tourism, and food and beverages. Ninety-nine per cent of those asked on the survey said that working with client firms with which they share core values is very important to them. The lower numbers of followers they have is more than compensated by significant, provable engagement and quality of posts and discussions, triggered by consumers who often care just as much about the products for sale and being rated for quality on various websites.

 

Instagram, of course

 

Although small by nature, micro-influencers have unlimited potential, gravitating to the biggest and most visible e-platform for sharing ideas of all kinds: Instagram. More than three-fourths of those asked responded that this is their preferred social media site for sharing and exchanging opinions on products they promote – and for keeping current on trends. Nearly 80% of micro-influencers spend at least three hours a day on social media. In the long-term, these initially smaller degrees of influence may add up to something very big indeed.

 

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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An indispensable tool for PR and marketing

For those of your familiar with the PESO model – you must know that Paid, owned, shared and earned media are the major tools of Public Relations and business marketing. Earned media refers to any promotional material about your business that you haven’t paid for. Although paid and owned media are the ones truly under your complete control, it’s always a good idea to blend earned media into your cocktail for marketing and promotion for the best results. However, earned media doesn’t come without a price, it requires your company to gain influence and produce campaigns that stand out. Let’s get into why earned media is essential to every success story.

 

Helps boost brand image

 

With consistent, quality content, your brand tends to get noticed more. When a significant person or entity decides to share your message and promote your brand, it could make a world of difference to your business. When your business is linked to a brand with influence, it will increase your credibility and help you gain popularity. Product reviews, social media shares and other such efforts taken by your followers who are impressed by the work done or products and services offered by your brand makes a positive impact on how your brand is viewed by the world.

 

It’s a great companion to other media

 

When earned media is combined with paid, owned and shared media, you can get the most out of your marketing strategy. Sometimes, customer testimonials are the most convincing piece of evidence to prove your brands worth. A customer’s satisfaction can create a positive outlook in the mind of another potential customer. When this earned media is shared by yourself or your customer, it encourages other people to try out your company’s offerings.

 

Doesn’t eat into your marketing budget

 

The strongest point in favour of earned media is that it’s free. Studies show that the average marketing budget for a business is anywhere from ten to twenty percent of the annual budget, depending on the size of the business. This sometimes converts to little or no results and if an organisation invests in a method that doesn’t compliment the business, it could mean tons of losses in almost no time. But when it comes to earned media, your business does not have to spend a dime on it. Providing quality content consistently generates the interest of other reporters or creators who in turn share the goodwill, thus “earning” your business more publicity.

 

Make money – spending virtually nothing

 

You can generate a whole lot of additional income from earned media, and save money in the process. It helps prevent you from spending too many baht on unproven marketing methods to boost your business. You can attract more earned media by putting your customer first and encouraging people to review your brand and spread the word – the easiest way to do that in this day and age is social media. Positive feedback from social media influencers can lead to your brand becoming an overnight sensation. All this means your brand grows without any additional investment on your part. 

 

Earned media is a ‘bonus’ addition to your marketing strategy – for both young and developed businesses. All forms of media are profitable, of course. But the idea that your company can boost image and sales without any extra investment is worth the effort to produce consistent quality with and offer your customers the best.

 

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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No more visible like counts on Instagram

Earlier this year, Instagram started experimenting with hidden likes on its platform in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand. As of last week, this experiment went global. So fear not if you can’t see the number of likes on a post, it just means you’re part of this experiment too. 

 

The experiment

 

It is an interesting take from the social media giant to turn away from likes and views being public knowledge – do users respond to the numbers below pictures more than the pictures themselves?

 

“The idea is to try to ‘depressurize’ Instagram, make it less of a competition and give more space to focus on connecting with people that they love, things that inspire them.” – Adam Mosseri, the head of Instagram, said during an interview. 

 

With the rise of influencer marketing, likes and views can easily be monetized. It would be interesting to see if any popular influencers notice a significant shift in their like counts, for better or for worse. With that in mind, Instagram also stated that it’s looking for other ways that influencers and content creators can keep their sponsorships intact, even though they are sometimes dependent on like counts.

 

The response – Yay or nay?

 

This experiment has received mixed responses from the world of social media. Some users like Nicki Minaj or not supportive of the idea – she has already said that she won’t take to Instagram to post content because they’re “removing the likes”, in a deleted thread on Twitter she also stated that like counts help validate independent artists. Cardi B weighed in too, saying comment likes cause more harm than likes themselves because they allow people to acknowledge and reward negative comments on positive posts.

 

On the other hand, several influencers have come out in support of Instagram’s decision because of its potential to improve users’ mental health. One of Instagram’s top ten most-followed users, Kim Kardashian West has spoken in favor of this change, calling it “beneficial”.

 

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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When AI makes us human

The future of employee-to-employee relations will not be dictated by AI, but what has always led the course of human achievement – the way colleagues interact with and get along with each other – a new study reveals. The gist of the report expresses how, armed with trust and the rallying force of people working towards a common goal, human potential transcends the capabilities of intelligence less natural.

 

Beyond ROI

 

Profits proudly returned to shareholders are but one metric of success, the report says. Based around the outcomes of Relationshpism, when appropriately applied, the findings focus on the creation of a global evolution beyond the assembly lines and corporation-focused theories, which have traditionally supported a focus on manufacturers and capitalists while oft discounting the interests of labourers.

 

A purpose-driven future

 

A more holistic, fuller buffet of outcomes not just for companies’ bottom line, but the forces that lead to them is encouraged the report. The idea reinforces the classic truth that roads are for journeys, not destinations. Multiple scientific studies of human motivation indicate how happiness triggers the higher – and contagious – energies that more naturally and efficiently lead to productivity and the collaborative human relationships that are hallmarks of the most successful companies.

 

Making people happy

 

Relationshpism comes down to making workers enjoy and value working, and how employee satisfaction is a crucial part of the story of making profits. Trust, effectiveness and values are essential ingredients in this regard. Great Place to Work, an organization dedicated to analyzing where people at work are happiest, promotes a key message in this regard: that business success hinges on prioritizing human potential as the source of sustainable profits.

 

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 ethics for competition and communication

In this final edition in a short series of blogs on how the Public Relations Society of America’s Code of Ethics relates to online-based PR today, the concepts of furthering communication and competition are looked at. On the face of it, the nature of digital realities today make ‘competition’ and ‘communication’ rather synonymous and symbiotic, seemingly forever feeding each other in an endless round of healthy if at times barbed exchanges online, with no communication-inhibiting monopolization in sight thanks to the competitive nature of posts and counter-posts on Facebook, Trip Advisor and the like…

 

Beyond tit for tat

 

…Only that these social media platforms can become self-serving pedestals and alter the nature and purpose of communication carried out on them. The PRSA’s stated commitment to a free flow of information, are checked by societal forces that have always worked to crush competitive forces, for better or worse, which often links with the idea of limited or at least dramatically curtailed communication. Worse, the go-to biggies of the digital age like Google, Facebook and Mircosoft, while officially espousing free expression, have all come up into trouble for hindering the freedoms they claim they stand for. These three titans have faced, and fought, for example, enormous fines from the European Union, and have become accustomed to operating with few to no rivals. The democratizing forces of the Internet have come up against firewalls protecting multinational institutions, which are often the ones setting the new standards.

 

Is there still room for privacy?

 

While Facebook’s CEO famously derided the idea of privacy in the future, and censorship, facial recognition technology and other digital forces coalesce to serve the consolidation of power, signs of counterbalance are found in new messy norms which champion the peer reviews of the little guy and the growth of the next big-time Gen Z influencer. But as long the Information Age police are the information providers themselves, the whole point of digitalupgrades’ are called into question.

 

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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Buyers’ options grow as communication channels proliferate

The tipping point is coming for online shopping, from England to Thailand and beyond, led by the mass assemblage and channeling of big data like never before. It’s a windfall for tech-savvy firms and their marketers. Customers stand to benefit greatly as well, with many new products and services coming to be sold online.

 

Dominoes delivers KPIs

 

A clear example of the trend is online food ordering, from groceries to the updated version of the classic call-up-for-home-service success story: pizza delivery. Dominoes UK has gone online in a big way, from when it first started accepting orders by telephone in 2010 to taking the biggest slice of the pie by 2018. Last year the pizza lay claim to over half the market share tally. Today, over four-fifths of Dominoes’ pizza orders in the UK are digital; most of these purchases coming from smartphone apps.

 

Many roles, many communication methods

 

The rise of big data and increasingly sophisticated SEO specs and outcomes means more people have access to more info in shorter amounts of time. The lines between content and marketing have blurred. These messages are spread more of a matter of appropriate positioning, to ensure your message is being read, heard and shared on multiple platforms, in compelling ways and of appropriate length and tone, for maximum effect. Activate and amplify information so that it gets noticed. Everyone’s a publisher, buyer and potential influencer in a PR world where multiple hats and switching roles has been normalized.

 

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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Huawei Mate 8 regional launch Thailand.

Vivaldi played the leading role in a multi-channel PR program for the regional launch of the flagship Huawei Mate 8 smartphone. Celebs and social, native advertising and close partnerships with key media, all to power Mate 8 to the top of the SEA league

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5 reasons sponsored ads are good PR.

Your PR agency will always try to convey the exact message you wish to express to media and the market, but there are times when your appointed communications team will try to steer you away from certain ways of describing your company or your products. There are a handful of terms which can really grate when press releases are read by editors. Here are a few standouts that crop up every day on every media desk in Thailand.

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blog 029 pr bangkok thailand

How to not mess up newsjacking.

How do you make your brand a breaking news story without resorting to looking like a ‘me too’ pretender, or at worst a Donald Trump Brexit-moronic disaster?

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