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

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

Loyalty and fairness in the digital age

The Public Relations Society of America (PRSA) lists the noble but sometimes nebulous ideas of loyalty and fairness among their professional values in its Code of Ethics. Loyalty sounds (and is) great. But loyalty to what? And can or should loyalties be ranked? Broadening the issue, we see that brand loyalty has taken a hit in recent years, as the Information Age comes of age and generates more competition and price awareness. Fairness also has relative qualities as well, to be fair. The PRSA spells out loyalty as a quality to demonstrate both to clients represented by PR professionals and to the public interest. Only that the “public interest” may be more open to interpretation that loyalty…

 

Quantifying fairness

 

Fairness is defined as treating various parties that PR teams come into contact with “fairly”, and respecting different opinions and freedom of expression. A free flow of truthful information is also valued. In terms of effectively and fairly advocating for clients today, publicists have to be smarter and on message with excellent networks of contacts to retain what’s left of their influence, as they find it increasingly necessary to become “content marketers” and more analytical.

 

Integrity-based relations

 

The Code of Ethics references the need to have good relations with reporters (along with government officers and the public). These days, bloggers and posters are everywhere. Maintaining ethical, effective relations with such a growing pool of individuals coming from increasingly varied backgrounds and on an enormous scale presents new challenges. Indeed, by many measures today, most of us are members of the “media”, if we count posting on Facebook or Twitter. The nature of living up to the ethics espoused can become all the more challenging when considering how so much of the public is sharing their experiences with products and services. Just as the values that the PRSA are called on more, they can become more challenging to make sense of in terms of functionality, case by case and moment by moment, in an age where potential ethical dilemmas are constantly played out on social media platforms.

 

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

Trust generally, verify occasionally

Consumers in the US are concerned about the quality of food they are eating, but not going out of their way to look into production practices of agribusinesses — not that it was ever easy to discover the truth about food safety, of course.

 

Gluten-free? You tell me

 

Opinion was split about half and half over whether consumer food guidelines were useful and practical, or confusing and not having much relevance to the average investigative eater. Most consumers reported putting at least some small effort into trying to figure out more about food safety, but a full third did very little to no research at all.

 

Second opinions valued

 

The classic approach of consulting informed non-stakeholders into what insight they have on the matter was valued by around 80% of consumers, who were much more likely to trust key third-party certifying bodies or governmental agencies than the producers of food products themselves. Just under half of respondents threw caution to the wind and bought and consumed a product they felt they had doubts about in regards to safety, health or nutrition. Only a third of respondents thought much about the validity of claims made by celebrities or influencers.

 

You are what you eat

 

Compounding the issue was that even though most consumers reported general trust in the safety of what they were eating, it can be challenging to truly know what you are eating, since the potential of big data has done little so far to help trace the multiple origins, production histories and assemblage of the various components going into the foods we eat.

 

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

Dark data keeps companies guessing

The new State of Dark Data Report reveals that, well, we don’t know very much about dark data. That’s why it’s named as such. While it is recognized that heaps of information are now being amassed by companies, the problem is that since it is collected in different ways, used for different purposes, and ends up in different places, it remains uncorrelated and unanalyzed. The survey of views from executives from the U.S., U.K., France, Germany, China, Japan, and Australia explains why, as is, dark data remains only theoretically useful.

 

The report estimates that dark data represents over 55% of the totality of all information. The figure uses various metrics to attempt to account for the array of systems, protocols, people and IT devices used to collect data. Three-quarters of the executives asked agree that the institutions that collect and make use of the greatest amount of data will have heightened advantages that cannot be compensated for by way of other advantages. Data is king.

 

We’re trying; really, we are

 

More than half of the companies claiming to be “data-driven” in one way or another admitted that this phrase is more aspirational than a statement of actuality. On a related note, even in the early stages before artificial intelligence have really been established, 4 out of 5 industry professionals have expressed confidence that humans will remain central to AI applications. However, over 90% of respondents from companies said they are willing to develop and apply a new understanding of data. Only just over half are enthusiastic about having to do so. The only country where significant enthusiasm was generated on the topic, and which was seen as most advanced in understanding dark data’s potential, was China.

 

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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And the innovators are…

Boston Consulting Group recently released its report “The Most Innovative Companies 2019: The Rise of AI, Platforms, and Ecosystems”. The companies at the top shifted slightly, and, ironically, are also those sometimes known for losing their knack for creative intentions.

 

Innovation means IT

 

The #1 position has been taken by Google, having replaced Apple at the top. The former #1 and new #3 has been in the news lately not so much for innovation and carrying on in the outside-the-box spirit of its late founder, Steve Jobs, but for a future focusing on streaming original series for fans of the brand. Apple has also been on the defensive in terms of sales of smartphones and other gadgets, with competition stiffening with the up-and-coming Huawei. The top 10 positions on the list of innovative companies were dominated by tech firms, which gives a good indication of how IT provides need to be on the ball and changing all the time, lest market shares and the advantages of leadership slip away. Just ask Nokia.

 

A Google will rise

 

Even the new #1, the world’s most famous search engine, will not impress everyone with taking over the top slot, as this can be seen as the inevitable position of a behemoth controller and provider of information that insists on getting its way. The king of SEO will be seen as innovative by size and influence alone, no matter what effects this may have on daily life, for good or otherwise. Amazon, an online good provider making bold plans for a whole new bricks-and-mortar shopping experience, placed second. Notable at #4 is bundling giant Microsoft, also no stranger of bullying competitors and customers with offers they can’t refuse.

 

Another fly higher

 

Meanwhile in other barometers of success, another firm worth mentioning is Singapore Airlines, which has long been the world’s most awarded airline. The carrier credits its successful campaigns and popularity with travelers by taking the approach that localization is hardly synonymous with translation, and that nuanced, contextual understanding of and respect for local audiences is essential in forging the right connections. The company’s latest tagline, ‘Making Every Journey Personal’ says it all about what happens when you live up to your own PR.

 

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

Waiting for information alignment

Many key trends look ready to coalesce in ways that should make data more easily accessible and better organized. Only that for every innovative step forward, more questions and disruption is caused as well. What’s new? Well, plenty, actually. Voice search, led by the rise of Alexa and Google Home, is ready for big-time liftoff and will have interesting ramifications for SEO – which remains something both unquantified and essential for businesses. The same goes for video, which is becoming more popular on websites but is just as susceptible to the unpredictable, shifting nature of SEO.

 

A world of opportunity for storytellers

 

For public relations professionals, this presents the usual challenge and opportunity: for those with the right message and networks for amplifying messages, the rewards are great. Deeper, better content that connects meaningfully with buyers, in particular niches, remains essential and is more important than ever. Beyond the reach of big data and reaching target audiences, developing a rapport still matters, and remains built on trust and experience. This takes a proven track record more than algorithms and mere potential. What matters is data maturity: it takes time and energy to isolate trends and optimize today’s great opportunities for message sharing and profit.

 

In search of truths

 

This need for authenticity and balance in a world more marked by chance is well represented in the rise of the digital platforms for many traditional media that now have more online that hard-copy subscriptions. The successful shift has solidified and raised the standing of classic institutions such as the New York Times, Wall Street Journal and Washington Post. Classical influencers still have their role in times threatened by fake news, and big data, which gives even larger importance to the need for veracity.

 

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

Digital marketers, are you listening?

Podcasts have become widely popular in a short amount of time in the US. About 75% of trendsetting Generation Z – people born from the mid-1990s to the early 2000s – pay for a streaming or music service, compared to six out 10 among the not all that older Millennials (a third of whom say they listen to at least one podcast daily). Commuters and workers are coming more and more to value multitasking and making efficient use of time. This is indeed the Information Age, as a new study among on the popularity of podcasts in the US indicates.

 

Giving reason to radically rethink ideas related to digital distraction and shorter attention spans, Millennials are focused more than other age group on education podcasts, and along with Gen Zers are 5 percent more likely to play podcasts for motivation related to professional development than Gen Xers and Baby Boomers. The two younger generations were also more likely to listen to podcasts of 26 minutes, compared to older generations. Significant majorities in all generations believed that podcasts helped them in terms of intellectual growth. Older generations still saw them more as gadgets associated with downtime rather than the platforms for learning they have also become thought of among younger Americans.

 

Spreading the word

 

Most podcast fans want to share, but desire easier technology allowing for sharing snippets of sound rather than links requiring some fine tuning to get to the best sections. Spotify, Apple Podcasts and web browsers were cited as the most popular platforms for podcasts. Nearly a full tenth of the entire adult US population listen to at least one podcast a month, a trend that has shown significant increase. Good listeners are indeed out there, for anyone sharing the right messages…

 

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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