pr digital agency bangkok thailand

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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pr digital agency bangkok thailand

Are Airbnb’s still safe?

The Airbnb platform offers a lot of flexibility to both homeowners and renters. It allows people to make extra income by hosting strangers in their home. From the renter’s point-of-view, it allows them to skip the expensive hotels for the comforts of a home. But there’s always a dark-side to freedom and in light of the recent tragedy that occurred at an Airbnb host property, the $31 Billion company was quick to rework its policies.

 

A tragic backstory

 

A homeowner cautiously accepted a request from a renter who claimed her family shelter for a night to get relief from the raging Californian wildfires. But on 31 October, the renter hosted a Halloween party for more than one hundred people in an Airbnb host property located in Orinda, a suburb just outside San Francisco. This led to the police being called several times by neighbours with complaints about the havoc created at the crowded party. Unfortunately, by the time the police reached the scene, all hell was unleashed when a shooter left behind five victims and numerous injuries. 

 

Airbnb’s response

 

The company’s CEO Brian Chesky acknowledged a loophole in its booking system that allows a host home to be used for parties. In a thread of tweets, Chesky summarized the step of a new company policy. He also answered tweets that claimed that his rapid response was an act to clear Airbnb’s name before an IPO. 

There hasn’t been an official statement on the Airbnb website yet, but members received an email about an update to its Terms and Privacy policy.

 

A PR challenge

 

Airbnb is not a corporate hotel chain with its name attached to a list of hotel buildings. It serves as a platform to connect willing hosts with many tourists and travellers. 

Although brands in hospitality are experts at launching and promoting booking systems or loyalty programs, but dealing with a crisis of this stature is sure to be one of the biggest challenges for PR. Airbnb excels at advertising to promote its brand both print and digital but this time it rapidly needs to create a response to the public backlash coming its way. 

This was not the first time an Airbnb property was used as a party house. The company said it is doing everything to find out more about what happened that night, and it is also working to revamp its policies, making it stricter for such violators. Will this help reassure people who list their homes on the platform, as well as renters who want a safe place to stay?

 

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 closed pubs get good reviews

Give me your tired, your hungry, your countless netizens in search of the best options in hotels and restaurants… Web-based providers of information all but promise instant bliss these days, for those who know what they’re looking for. Generally reliable information on places to eat and sleep is plentiful, conveniently categorised and sorted by numerical scores. But the very size of the system creates room for misinformation to hide in wait, lurking at times amusingly, suspiciously, until truth seekers stumble upon brick-and-mortar updates that AI still finds hard to detect, for now.

 

Sunday roasts and ghosts

 

Four years ago, Charles Goodall purchased a pub once known as the Bridge Inn in Middleton-in-Teesdale, England, with the plan of knocking it down and building homes on the premises. For a period of about three years and ending in 2016, the pub received TripAdvisor reviews, with comments on such savories as the Sunday roast, and how the service of the wait staff sometime left something to be desired. The only problem is that the establishment closed its doors in 2011. Goodall dutifully contacted TripAdvisor and the pub was in time updated to let the world know that its true status. TripAdvisor acknowledged in the 2018 Transparency Report that it had caught around one million reviews it deemed to be fake before they got a chance to be uploaded onto the site. All of the more than 60 million posts reviewing venues on TripAdvisor in 2018 underwent a fraud detector. Over 2.5 million of these reviews went through additional screening by a team that specialises in checking content concerns.

 

Bon appétit but beware

 

The nature of the way we find such basic services such as hotels, meals, and a growing array of products and services, has forever changed. Convenience is king and options abound. The online world makes it infinitely easier to get around and order a stunning variety of things, with minimum hassle and delay. But there’s still room for improvement to the system, and misleading reviews are a part of the overall phenomenon of fake news, so a little double-checking and prudence is never a bad idea, especially when the kinks are being worked out.

 

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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Lie detectors wanted

The proliferation of fake news has led to renewed calls for fair-minded institutions and individuals with the integrity to keep us informed about what really happened. In the multi-platform information age, while the amount of raw data – and big data – continues growing exponentially, the value of all of these facts, factoids and downright mistruths are coming into question. Our trust in the veracity of what we see and hear has significantly eroded. New methods are needed if mistrust is to be kept in check.

 

Faking it well

 

Younger people are getting news from social media. Traditional media has gone online too. Digital marketers have a stunningly rich array of ways in which they can spread messages. But a lack of standardisation and fact-checking all around has led to more skepticism. The way in which messages can spread has increased, while the likelihood of our believing the information thrust at us has declined. Photoshopped images were just the beginning. With deepfakes and AI getting more sophisticated by the day, and sites where stories and videos shared lack oversight and regulatory bodies filtering posts, it is becoming more of a challenge to determine what’s real.

 

Reality check

 

Propaganda has always been with us. Hollywood magic has long dazzled us with stories that we like to pretend are real, at least for a couple of hours of suspended disbelief. But now the art of make-believe has become easier and cheaper to pull off, and available to the masses. The potential societal impact is significant. Media organisations, PR agencies and other outlets with a reputation for telling it like it is now have new roles not only as representatives of particular viewpoints, but as truth tellers, in a day and age in which the truth itself has become the most precious of commodities. They may thus increasingly take on roles as agenda setters, to counteract technoractic tendencies have allowed for information to be shared with the greatest of ease, but without the fact checking that many now crave.

 

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

Edited, unedited and kinder versions of things you find online

Gen Z and Millennial netizens are coming to terms with some of the less satisfying aspects of their online lives, and working out ways to better find genuine connections and a new sense of community – things that, indeed, the Internet is supposed to be all about. A new study reveals a range of conflicting thoughts about time spent in cyberspace, and how it can perhaps become a happier place.

 

Can’t live with it, can’t live without it

 

Over half of respondents feel that overall online experiences make them feel less happy, yet almost just as many people said that they can’t imagine a life in which they don’t maintain at least one social media account. One big issue is how the technology helps spread images of perfect bodies adorned with perfect outfits and accessories, which can lead to thoughts of not quite measuring up among those exposed to them.

 

Perfectly imperfect

 

Four of 10 respondents said that they wished apps for editing photos and videos didn’t exist. Brands are reacting to the overabundance of picture-perfect influencers and amazingly adorned if somewhat intimidating models by keeping images realer in an attempt to not turn off potential customers.

 

Warning: ‘likes’ up ahead

 

Editing is still valued when it comes to the opinions of friends and others, though – tact remains a genuine enhancement. One of the survey’s most significant responses was how more than four in five people reported how they said their mood was affected by the numbers and percentages of likes that their social media posts received, and the types of comments they generated. In a world where more clothing is being bought and ideas exchanged online, it pays to make sure the words and images out there are making people happy.

 

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

TELL A STORY PEOPLE WILL WANT TO SHARE.

Humans are storytellers and story sharers. Everyone loves a good story and they also love to share those stories on their social media accounts such as Instagram, Facebook, and Twitter. When a brand has a great story to tell they need to ensure it is told well and in a way that people will want to tell their connections about.

 

Share and share a like

 

Today, every single person who is active on social media is like a mini digital media company of one, they are your add-ons to traditional media channels. If it’s an event give them something to photograph, video, or simply write about and if it is a static story on social media make sure it is worthy of a like and a share because when you do this you have instantly increased your reach and engagement beyond paid media channels.

 

Put a capital ‘E’ in your stories

 

Pick one or more of these to be the focus of your brand’s story –

 

Engaging – when you’re telling someone something they want to hear about then you have already been welcomed into their world.

 

Educational – when your story will help enhance someone’s life through knowledge and valuable information they will react accordingly, they will be thankful for the information and more often than not they will share it.

 

Entertaining – we all love to be entertained and when a brand’s story can be told in a lively and fun way then audiences will be thankful. We all lead such busy lives so when a brand can provide some respite people will not only be thankful they will also remember what the brand did.

 

Exciting – big news gets attention, so when a story has some ‘wow’ factor to it people will respond. Stop people in their tracks with something they cannot resist walking past and paying attention to.

 

Empathetic – brands that understand their audience will always have loyal followers, when a story is told in a way that people can relate to that story will be sure to resonate with them.

 

Emotional – when your story can tug at someone’s heartstrings it is hard for them not to react, but you need to do it in a way that touches their feelings and will be embraced by them.

 

The best stories are rarely forgotten and luckily in today’s social media enthralled world those stories are spread far and wide. So when considering your next public relations campaign strategy ensure you have a story to tell for your brand and that it is one others will want to share.

 

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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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

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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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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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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