pr digital agency bangkok thailand

A look into how social media has reshaped the PR industry

It’s hard to ignore social media, especially when its global usership is in billions. Its presence is felt in every industry you can think of, big or small. It has arguably made a huge impact on the communication industry and public relations in particular. The emergence of citizen journalism and more people turning to social media for their daily dose of the news, social media has indeed forced PR to adapt or perish. Here are three ways social media has impacted the public relations industry dearly.

 

Make a big bang

 

Social media is instant and loud. Users generate about four million likes every minute on Facebook, that’s how loud it can get, and that’s just one of the many social media platforms at our service. The only negative to being able to make news viral with a click of the share button is that news gets old just as quickly as it goes viral. Journalists are always looking for the next breaking news and PR professionals have to keep up.

 

On the bright side, with instant connections PR professionals can follow journalists on social media and stay in the loop about their writing style, area of expertise and recent work. This works in favor of PR pros as it not only helps build connections but also make an informed pitch to journalists based on what they see on their social media handles.

 

A crisis could be around the corner

 

Social media provides brands the easiest way to make a blunder in front of their audiences. It just takes itchy fingers and a click of a button, and your brand could be staring down the barrel of social media backlash. Yet another reason keeping PR pros up at night. 

 

Today’s modern PR is responsible for much more than just scheduling interviews and sending out press releases. They are also responsible for managing a brand’s voice and protecting their its online reputation by promoting additional content, creating engagement and monitoring and measuring media. A failure to monitor social media and have a plan in place to respond to consumer feedback – both negative and positive could be a missed opportunity or a large scale crisis.    

 

Influencers – A media phenomenon

 

Social media is not just a platform for professionally trained journalists or your everyday citizen journalist, it gave rise to a whole new breed of journalists called, the new influencer. Being represented by a vlogger with millions of followers on YouTube or a travel blogger with hundreds of thousands of followers on Instagram is considered to be the best way to attract more customers.

 

The ever-increasing number of social media influencers with tons of followers means more opportunity for PR professionals and the brands they represent. 

 

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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pr digital agency bangkok thailand

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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pr digital agency bangkok thailand

THE INTEGRATION OF PR AND MARKETING

So, we did scratch the surface of this subject on our last post. Ever since the evolution of everything in and around the digital sphere, Marketing and PR have been working along very similar lines, with parallel goals in mind but few have fully embraced what’s next. Change is coming. “Change” is a petrifying concept to most but with marketing and PR looking to integrate more closely than ever before over the course of the next few years, the best thing for PR and marketing professionals to do is embrace the change that is inevitable and stay ahead of the game.

 

Whose game is it?

 

With rapid integration brewing, we believe that it is an open playing field at the moment . However, PR does have an advantage when it comes to the “human-factor” in communication as we are traditionally the experts in story-telling, which we believe is essential in communicating with people and keeping them engaged on any platform, be it traditional, digital or social.

 

Playground: Thailand

 

Thailand is one of the largest markets in Southeast Asia. The people of Thailand love their social media with recent studies showing that over 79% of the population has access to the Internet and over 71% are active social media users, which is way above the global average of 45% of the population. With these statistics, we don’t see influencer marketing going away anytime soon in Thailand and building lasting relationships with the most aspirational of influencers is the way forward. 

 

When we say influencers, we don’t just mean celebrities. With the continuing rise of social media, we see a vast number of micro-influencers creating an impact. Travel bloggers, Youtubers, fashion bloggers, food bloggers, Tik Tok artists – the digital world is their platform and they are the ones to watch out for right now. 

 

What’s next?

 

The first step to embracing the future for PR is to integrate marketing, social media and digital media and develop communication strategies and campaigns that work effectively for brands online, in traditional media, and face-to-face with consumers. This is something Vivaldi Integrated PR understands full well and we are focused on changing the game and taking the lead in this new integrated world.

 

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

The PR – Brand connection

Every business or brand needs to advertise their product for maximum ROI. Public Relations is an underrated but critical form of marketing that every business needs to have in its arsenal, after-all more publicity is always welcome. An efficient PR plan that does not burn a hole in your pockets goes hand in hand with your main marketing activities. Without further ado, let’s see why good PR can boost your marketing efforts.

 

Raise brand awareness

 

The goal of every marketing plan is to etch your brand’s existence in the minds of target consumers. Yes, SEO helps but PR can help raise a significant amount of awareness due to its high-quality nature owing to media and influencer relationships which helps solidifying trust between your brand and your consumers.

 

Endorse investment opportunities

 

A well-planned PR strategy is all about positive media coverage, which serves a two-fold purpose – it looks great to investors and affects your business positively. People or organizations with the means to financially back a business would rather have one that looks more established and professional.

 

An impressive PR campaign that generates publicity can be the stigma that investors need to show more interest in your business. This can be a top priority for startups that need all the  financial backing they can get to get their business off the ground and soaring high – And extensive PR coverage can do just that.

 

Rank high

 

Every website wants to be on top of search engine results. PR can connect your business with high-traffic websites and online publishers to help spread the word about your business or brand and also backlink to your site. This contributes significantly to your website’s Google rankings.

 

Attract the best talent in the market

 

Marketing is not just aimed at consumers. Like every growing business, you’ll definitely look to grow your team of talents. Your business has to look interesting and professional to attract job-seekers who want to apply for an opportunity within your organisation. Good PR is extremely essential to keep that reputation up high.

 

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

What if you didn’t have to work on Friday?

The biggest joy for every hard-working employee is probably when the calendar says it’s Friday, simply because it marks the onset of a much deserved weekend. We’re all accustomed to a five-day work week, even six in some countries. You must have wondered – “What if Fridays were off too?”.

 

Overwork and burning out

 

Japan is a country infamously known for overworking its employees. In fact, it’s been a battle for Japan, trying to bring down some of the longest working hours in the world owing to a shortage of labour and rapid ageing of a mass of the population. 

 

The Microsoft experiment

 

Microsoft Japan just spent August experimenting with a four-day work week, ironically so. Much to their surprise, sales per employee grew 40% when compared to the same month last year. Not only did this trial boost sales, but also cut costs at the Microsoft offices in the country with a 23% drop electricity used and a staggering 59% drop in pages printed when compared with August 2018.

 

The verdict

 

Although the Japanese Prime Minister’s urge to reduce overtime and make workplaces more flexible has received mixed reviews, this Microsoft experiment looks to be a winner among employees with 92% saying they were delighted with the four-day week according to a report on its website. 

 

This trial was termed as the “Work-Life Choice Challenge Summer 2019”. It allowed full-time employees take five consecutive Fridays off in August. In addition to that, meetings were shortened to a maximum of 30 minutes and online chats were encouraged over face-to-face conversation.

 

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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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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pr digital agency bangkok thailand

PR, intrinsically

A career in public relations often springs from a passion for making connections, and the ability and interest in reaching out and socialising and prioritizing friendships. Although those naturally inclined to marketing may not have been top sportspeople or academic overachievers in their school days, they had a knack for getting – and staying – in the loop.

 

Relating to people

 

Even though the stakes are higher, those who make the natural shift into specialising in public relations are essentially just elevating their natural talent to a higher level, where profits are to be made and customers can become better informed of the products and serves that are a part of daily life. The focus may involve pitching contracts and sealing deals, but forging and keeping human relations remains the most essential quality and comes from being a people person.

 

Know your worth

 

Deciding what you want to charge is a key issue. Be firm, but flexible to a degree, and know what the going rate is so you can market yourself accordingly and reflective of what you can deliver. And make sure to back up your promises with a solid team. At the very least, this means a good graphic designer, plus a writer skilled in presenting just the right message to the clients you’ll need to impress and in turn your firm will share impressive stories about. Make sure to keep your accounts in order as well and have someone who will remind you of and track expenditures and expected ROI.

 

Stay the course

 

Failure is endemic to start-ups. When initial numbers don’t seem to add up as you thought they would, don’t worry, and experiment with a few tactical shifts. Just remember the most important thing – selling yourself – and stay focused, as all it takes is one strong contact and breakout success you can use as a case study, to help you stand out in a field that’s all about being noticed.

 

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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NEVER FORGET THE HUMAN SIDE OF DIGITAL MARKETING

When it comes to communicating with your target audience it is of course obvious that you will need to use digital media and social media platforms to connect with them. But how you connect is the most important part. Behind all the data, research, and insights is one important fact – you’re talking to humans. They are the ones looking at the communications your brand puts out into the marketplace, so it’s important to always communicate with them in an authentic manner, you need to earn their attention and that won’t happen if you don’t understand what they want to see, hear, or read.

 

EVERYONE LOVES A STORY

 

Since the dawn of time people have told stories and when they hear a good one they not only remember it they share it and tell others. This same basic principle applies to the stories that brands tell to their audiences. When developing a story you need to take a step back and ask yourself a few simple questions.

 

  1. Will it resonate?
  2. Is it worth sharing?
  3. Is it memorable?
  4. Will it create a moment?

 

A well told story should resonate with the audience it is aimed at, and if it does that it will be memorable and worth sharing. Moreover, it should create a moment in someone’s day and that moment will have your brand attached to it.

 

TELL IT LIKE IT IS

 

Ensure your story is well written and crafted, this may seem like an obvious point but all too often you see pieces of communications from brands that don’t seem to understand this one simple truth – a well told story is a memorable story.

 

GIVE YOUR STORY A PULSE

 

Make sure it has some life in it, you don’t want your story to have a short life span, it needs to be able to live and breathe long enough to still be relevant for the duration of your campaign. Your goal is to ensure that when it is shared by others that it is still pertinent and thus will still be effective.

 

GREAT STORIES GROW

 

All the best stories have chapters, some never stop. Once your story is launched you’ll need to support it with more ‘chapters’. Once people have heard about the initial story you’ll want to follow up with more to support it and keep it top of mind. There’s no point in having a launch that gets everyone’s attention and then suddenly going silent. Once you have piqued an audience’s interest you need to keep giving them more. If your story resonated with them at launch they’ll be happy to hear more about it…curiosity is yet another human trait.

 

There’s a reason we call ourselves here at Vivaldi the Human & Digital Public Relations Agency, that’s because we know one cannot succeed without the other.

 

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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Make the water cooler great again

Integration. It’s an old idea, oft unemployed in meaningful ways but nonetheless talked up mightily. Especially today, in an AI-enhanced world of multiple platforms spreading key messages like wildfire. Multifaceted integration is everywhere. Yet many fundamentals often remain ignored, untapped, untended, and limiting natural communication channels in many corporations that ironically proudly tout their fluidity and openness.

 

A corporate culture based on openness

 

A certain lack of common-sense connections prevents true sharing of ideas and values. Teamwork is good, and works well but is oft limited to individual teams with goals unaligned to those of other teams within the same companies. More internal and external integration of teams will lead to a stickier cohesiveness marked by understanding for the needs and work culture of different work teams and how they operate, and how they share ideas and stay in touch with each other, as well as the individuals who compromise them and appreciation for their lives and families beyond the office.

 

No apps required

 

The nature of the fix is human-centered and involves a willingness to reach out to others in the office in frank and earnest ways. It’s not complicated, but involves a paradigm shift in mentality, away from acquisition and focused on better getting to know the people around you. Employee development has spiked by some $16 billion over the last three years. Change and innovation has led to many communications and information revolutions, which have nonetheless in other ways detracted from basic communication patterns, as unsophisticated texts replace voice-to-voice interactions, and the potential for email to engender meaningful letters is lost as the medium too many now seems – somewhat spectacularly – old-fashioned.

 

Off-key key messages

 

As fiefdoms and egoism as usual proliferate, and messages can chose to be “read” or not and certain e-profiles accepted or blocked, key messages spawned by true integration lessens, as cliques continue conquering corporate culture to the determent of a truly integrated office built on common values and interests. Hope is far from lost though – it just requires a determined a personal and inspiring leadership structure, dedicated to getting to know the people working for them, and getting them to connect.

 

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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