pr digital agency bangkok thailand

THE PR WORLD IS CHANGING BUT THE STORY REMAINS THE SAME

Everyone loves a good story, it’s human nature, and one of the core deliverables of any public relations agency is to deliver stories for their clients. But with the shifting sands of the media landscape and everchanging consumer behavior and the ways they engage with brands on digital devices via their social media accounts and online media platforms it is imperative that those stories capture the attention of the audience and drive conversion.

 

Everyone is a media outlet

 

Traditionally a public relation agency’s role was to pitch factual and detail laden stories to journalists and editors in an age where traditional media platforms such as print and television reigned supreme, but then along came the Internet of Things (IoT) and everything changed. Consumers now have much more control over what they read and how they react to those messages, in a sense every person is now a media outlet of one. Add to that the introduction of social media influencers and we have an entirely new media maze to navigate. So how can we connect with consumers who are confronted with mass messaging every day and ensure we capture their attention with our client’s stories? The answer is to get more creative.

 

All eyes on digital

 

Attention spans are short and people are confronted with more content on their screens than they can actually consume, so the stories we deliver for clients need to be condensed and eye capturing to ensure engagement. We’re living in a world where we need to slow down the scroll or swipe actions to get our stories seen and read. Developing owned media with visual tools such as video, GIFs, and easily digestible infographics to maximize that brief glimpse we get from those staring at their phones is one way we can engage more effectively.

 

The new ROI: Return On Intent

 

Every story needs to have a reason to be told, it needs to be delivering for the client’s brand and it has to have a reason to be of interest to the reader, it needs intent. To ensure the best results we must understand the behavior of the target audience. Analytics are imperative to achieve this goal, it gives us insights into the content people are reading or skipping and what is influencing their purchasing decisions. With a number of data tools available to us today it is now much easier to calculate the ROI on digital campaigns.

 

The future is still being told

 

So what is the next chapter for the public relations industry? It could be summed up with a phrase we all know well – ‘same same but different’. We need to continue to be the masters of crafting engaging stories but we must be more creative in the ways we tell them.

 

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

Smooth influencer

There’s no way to dazzle followers like sharing an extended version of one of life’s most romantic if not always completely surprising events, live online. So when Instagram fashion influencer Marissa Casey Fuchs’ fiancé popped the question, the biggest butterflies-in-stomach moments may have been for those tracking the financial impact on her big-name clients, as it seems safe to assume that the event was planned in advance by the couple. Judging from the enthusiastic reception from her fan base, and the free news coverage that ensued, it was one clever idea.

 

The client and the influencer

 

With more than 160,000 followers on Instagram, Fuchs has a long reach. As publicists become more of a part of the story themselves, as companies are able to gain a good following by simply dedicating a few employees to managing their social media accounts in-house, and as images and messages are more easily streamed by anyone for any practically any purpose, just who is promoting whom becomes an intriguing question. Going into a partnership with an another party, the reputation of the more renowned one tends to more significantly affect the less well-known one, or, in the case of two parties on more or less equal footing, it’s a matter of building opportunity, one relationship at a time. Who the greater influencer of them is, is an open question.

 

Every move you make

 

Fuch’s smoothly choreographed engagement was closely followed by her fans, and earned her new ones. The elegant gold necklaces studded with diamonds that were part of the story, the places the couple dined, and other personal details all became part of a brand-focused experience and story. While it may not have been a surprise, the engagement still sparkled, judging by the approving posts of followers, and generated its own feel-good PR, proving that this Instagramer is indeed the FashionAmbitionist she bills herself as.

 

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

Thailand on track for slower but steady growth in 2019

The Kasikorn Research Centre estimates that Thailand’s economy will grow 3.7% this year, down from a previously estimated 4.0%, in part due to things beyond the country’s control, chiefly economic tensions between the US and China. Thailand’s export-focused business and the manufacturing sector are showing signs of slowing. A smart coping strategy, according to a local World Bank analyst, is staying committed to the development and ongoing construction of various infrastructure works, to stimulate domestic spending and help keep medium-term growth on track.

 

Alternate paths to growth

 

At Bangkok’s BTS Skytrain stations, iconic symbols of so much that’s changed during the country’s fast-moving development in recent decades, passengers waiting for the next train will find a variety of colourful ads digitally vying for their attention, sending messages from state-of-the-art digital displays of various sizes.

 

The other Talat Phlu Station

 

Beneath a flyover for cars, and the construction site that will eventually link a new MRT to the Talat Phlu BTS Station, on terra firma and closer to the original Phlu Market where betel was once widely sold, lies a Talat Phlu Station on a State Railway of Thailand commuter line. Customers who pay 10 baht can go all the way to the terminus of Mahachai Station, and a hub of activity at a pier teeming with the coming and going of fishing boats, adding their tasty contributions to a major sector of the national economy.

 

Rolling onward

 

Kasikorn also reports that private consumption grew 4.3% year on year and that this was good news for farmers and the agriculture sector, while continually increasing tourist arrivals is also good for the economy. While digital-age commuting and connectivity promises increasingly innovative marketing opportunities, and whole Skytrain cars can be colored up into rolling ad campaigns, when glitches in the global system arise, it’s good to know that there are still plenty of down-to-earth solutions at hand.

 

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

Childhoods on film

Gen Z is developing maturing perspectives on lives in which the highlights of birthdays, holidays and random events aplenty have been relentlessly captured, captioned and shared on social media. Images of the innocent things kids do which seem innocent enough at the time, to the doer can become sources of embarrassment best destroyed once adolescence kicks in. Yesteryear’s photo album, pulled out and shared sparingly with visiting friends and extended families has been replaced by fully labeled and ‘liked’ mini-encyclopedias of youth, day in and day out, available for the world to see 24/7, compiled by those who didn’t grow up that way but often featuring subjects that have little say in their having ‘gone public’.

 

Epic fails, memorialized

 

From literal run-ins with walls or dogs as toddlers to off-key versions of evergreen songs bravely performed in school concerts to sport days that may not have gone well or, worse, ended in goofy victory dances, the normal growing pains of the earliest years are there for the gawking. Generational Kinetics, a Gen Z-focused company, has through polls deduced that the world’s latest generation shows a heightened awareness of privacy rights, because fighting for them – often with their parents and friends – is the new normal.

 

Image control

 

Millions of people barely on the threshold of adulthood are being forced to enter negotiations to control elements of their public persona. Actors once came to such agreements with their agents, and companies still do with their PR representatives. But today it is the norm for everyone to be, at least potentially, known far and wide. Lives are lived in the public domain, or something close to it, monitored by CCTV. Young people today have grown up instant experts in cultivating their image – and coping with posts that spun out of their control long ago, and if even if taken down, leave behind archival memories and the stuff of myths.

 

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

Ads surviving and thriving

Some 90% of smaller businesses plan on increasing their budgets for this year, according to a new study. While the widespread and increasingly effective role of semi-autonomous influencers focused on special media platforms continues growing apace, and more and more customers get their information on products and services from peer reviews, the direct messaging of ad campaigns remains very relevant for spearheading and reinforcing the key messages streaming in from a dizzying variety of sources.

 

Making a name for yourself

 

Over half of the firms surveyed reported allocating less than $US50,000 on ads. Industry experts aware of new trends maintain that the benefits of advertising remains high in order to stand up and be noticed in an era marked by diminishing consumer loyalty. In terms of age differentiation, while both Millennials and Baby Boomers stated support of ads, Baby Boomers, who were less saturated with ads as children, were somewhat less likely to find them necessary.

 

Social media is where it’s at

 

In terms of placement, preference was by far strongest for placing ads in social media, with buying ad space on Google search pages, banners and retargeted advertisements also being popular. The dramatic growth of online shopping helps fuel the trend for the increasing relevance of traditional ads placed in new places, via the Internet. At the same time, traditional – and expensive – means of advertising such as on billboards and at bus stands shows only modest usefulness in terms of the much greater dividends paid for ads placed online. Despite the growth of big data and potential for specific sales and cashback pledges, ads online and everywhere remain based around the fundamental concept of generating greater brand awareness.

 

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

In pursuit of wellness

A new report on leisure spending indicates that wellness tourism is growing more quickly than most other sectors in the hospitality industry. For PR professionals, the potential for cashing in is significant, particularly in the Asia-Pacific.

 

More income, more trips

 

A focus on wellness now accounts for about 6.5 percent of all holidays. This represents a growth rate of 15 percent since 2015, or a raw total of about 830 million trips worldwide. Significant growth in particular is being experienced in Asia. As money becomes more available and the region’s share of the global pie grows, lifestyle upgrades are becoming more affordable and the quest for downtime grows. This is led by the great economic expansion in China over the last 20 years. Yoga, Ayurveda, medical tourism, tai chi, temple-stays, swimming pools, cultural tours and massages are all part of the trend, in addition to entire venues exclusively dedicated to making one feel more balanced and in better physical and mental health.

 

Chinese-led growth

 

Tourists from China are expected to add up to almost a third of the global travel market within 10 years. Chinese are already the planet’s largest group of spenders, infusing some $258 billion each year to the global economy. On the receiving end, China is also anticipated to the top destination country for travelers within a few years. China’s dominant “9-9-6” work culture, in which employees are expected to work from 9am – 9pm, six days straight, fuels the need for vacations that are relaxing and then return you to work in tip-top condition.

 

Girl power, magnified

 

Women are leading the demands for more relaxation. This includes time away from the annoyances and pressures of men on female-only vacations, which have grown in popularity by 200% in recent years. Women are wealthier, less likely to marry and have kids, and thus more likely to pamper themselves than ever before, as socio-economic shifts lead to more lifestyle-friendly travels. This ties into traditional market forces (think 500 thread-count Egyptian cotton sheets) appealing to women in spa settings and amplified retail therapy, with wellness products and services in increasing demand.

 

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

Reinforcing the PR side of PR

Everyone appreciates praise. Yet the art of flattery and persuasion, even in the age of influencers, often seems to have taken a hit. There’s a distinctively impersonal, IT/AI feel to social media, due to its basis on connectivity which takes place without face-to-face interactions. Publicists proud of their lists of and links to influential people would do well to take a pause and ask themselves what their philosophy on relating to people is based on.

 

Online, but not all the time

 

Genuinely glowing reviews often bring in more revenue than well-placed advertisements. Persuading customers and potential buyers to leave behind a few heartfelt words helps generate future sales and better ROI. Money can’t buy this. Prospective buyers are more influenced by peer reviews and storytelling than ever before. So by all means, get your stories out there, spread and shared not just via algorithms and “Likes” but at water coolers and dinner tables.

 

Relating to the public

 

When negative reviews come or damage control is needed these soft or people skills are all the more essential. Getting people to write or otherwise share nice words about you is more of something friends do for each other, not clients of colleagues, no matter how financially valuable the relationship. Goodwill is largely based on other values, even when the bottom line factors in.

 

Online more of the time

 

That being said, do be practical and digital, of course. Maintaining a strong online presence is something PR firms should do and should ask their clients to do as well. It’s an ideal way of spreading good vibes and messages these days, of course.

 

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

Welcome to your home away from home

Accepting new employees into the work culture of your office is a test of if a company to apply core beliefs fairly to everyone. Does the mission statement really reflect the higher reality or do cliques and corruption have more clout? The answer can be found in instances like when new employees are onboarded. Here are a few ways to show how welcoming newcomers can help enhance commitment to the right kind of corporate values.

 

Keep it stylish

 

A sense of fun can do wonders, as offices become more homes and coworkers like family members, in ways where overlapping is possible, depending on the organization. Examples of infusing casual rhythms of relaxation can come, for example, through encouraging freedom of expression through allowing employees to decorate and personalize their office space as they like. Making the home away from home closer to home itself can boost morale and productivity.

 

Bond with me

 

Company evenings and outings allow members from different departments to mingle and engage in ways based on light-hearted conversation and entertainment in memorable points of connection that create deeper relations and a sense of trust.

 

Hear my voice

 

In meetings and in consultations with work teams, and clients too whenever possible, ask new employees for their feedback and opinions. Encourage them to speak out and share what they think and have personal sessions to further prove the point.

 

Meet the family

 

Bosses who make the effort to go over and meet new employees at their homes or invite them to theirs show in dramatic ways that newcomers are very much a part of the family. This attention to detail and high level of personalization of course also can pay dividends in cases where the personal touch can go far in impressing clients as well.

 

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

How to maximize your megaphone

Congratulations on the publication of your article! Is your PR placement online, in print or both? Have you emailed it to the right people and broadcast it far and wide on social media? PR placements play a vital role, but limited bandwidth and a greater number of competitors facing the same concerns means that audiences are smaller, so you’ll have to push more buttons to have the same effect as yesteryear.

 

Resend, and make it resendable

 

The go-to way of spreading messages for PR firms and just about everyone else who want to be heard is of course online, and that of course means efficiently using the right social media platforms. Instagram, Facebook, YouTube and Twitter are the key places to focus on. Make sure to tap the right influencers for enhancing your key message in your placement, so a wider range of followers and potential customers can be reached. Both quality and quantity matter in terms of platforms for effectively dispersing matters whenever you are extending the reach of an article, advertorial, advertisement or other campaign material with a message people want to hear or you want them to hear.

 

Go ahead, paraphrase

 

Short and effective rewrites are easy ways of enhancing main messages with a minimum amount of work that goes far, and maximizes SEO potential, while drawing a greater range of data seekers to your article. Just about everything except for the link can be worded differently. Similarly, original 1-2 sentence summaries with a link to the original article can be placed on various social media sites to boost readership.

 

Your good work on display

 

In a world logged on, an unplugged, classic and professional approach stands out in unique and powerful ways. Easels, frames for walls and portfolios are just a few ways of enhancing easy and elegant access to attractively presented PR placements, without needing to open your smartphone or laptop.

 

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

Determining why and how social media matters

New studies this year are telling us what we all know like never before: the impact of social media is significant and growing in many aspects of human life, including buying and marketing of, well, just about everything, now that you ask.

 

Everybody’s doing it

 

Despite a small but significant group of conscientious objectors and an increasingly smaller segment for whom IT is still beyond reach for economic or cultural reasons, social media usage continues growing unabated. Just under half of respondents in a new study reported that they have upped their online portfolios over the last half a year. Businesses know this, and are all the reminded by the potential digitally generated windfall each time a new statistic like this comes out. Ninety percent of these firms are convinced of the significant benefits of maintaining a strong social media presence. Yet they remain unsure of what this means exactly and how best to exploit this new market.

 

Not everyone’s benefitting

 

Seven out of 10 social media marketers believe they are sharing essential information and tips on how in-house teams can develop beneficial strategies. Yet almost 5 out of 10 struggle to meaningfully contribute to the developing pans that help meet their company’s goals and key needs, including positively impacting profits. While the technology and communications norms of everyday social media usage are just beginning to seem understandable, verifying their net impact on various economic aspects of life remains difficult to track.

 

Give the buyers what they want

 

One study of similar demographics produced two years apart delivered results indicating just how challenging it is to reach out meaningfully to audiences and potential buyers. The first study indicated interest in posts making overt reference to sales and discounts, but the response for this same topic this year was much lower. That part of the PR business never changes: trends are just that, and the truly successful messages and campaigns need to highlight something timeless and beyond the interests of the day.

 

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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