Inclusivity Essentials_ Creating Accessible Websites for Nonprofits .pdf
Lecture 8 future of mpr
1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Lecture 8
Future of MPR
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only 1
2. Table of Contents
• Social Trends Affecting MPR
• Digital Trends Affecting MPR
• Core Competence of MPR Managers
2
14. What does it mean to PR
• It revolutionizes press releases’ design,
function and content
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15. Meaning to MPR Managers?
• Social media is migrating to mobile media
• Boundaries between work, live and play
are getting blurred
• Broadcast message where the customers
are listening
• Convert potentials into dollars and cents
15
17. Digital Trends 2012
• Mobile Commerce
– Brands need to ensure that their operations are
optimised for people using mobile throughout the
purchase process
– This includes mobile search (organic and paid),
mobile apps (not just for the iPhone, but also Android,
Windows and tablets), and ensuring that sites work
well with mobile
– Any links for mobile should point to a mobile site, and
any links online should recognise when a visitor is
using a mobile device and automatically redirect for
the best experience
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19. Digital Trends 2012
• Mobile Payment
– Brands need to be aware of the new retail
environment
– Mobile payment is quicker and in many cases more
convenient
– Can you equip store staff with readers, to make
purchase easier?
– If NFC becomes popular, could you use it for anything
else, for example giving more information in store, or
allowing access to events?
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21. Digital Trends 2012
• Mobile + TV
– Be aware that people watching your ads or your
sponsorships on TV may be actively using the
internet
– Make it easy for them to find more information – buy
keywords relating to advertising content so that when
people search they will find your official pages
– Use social media around what the brand is doing on
TV – engage in conversations, and make sure that
there are people online to field queries or amplify
good comments made in social media
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23. Digital Trends 2012
• Connected TV
– Think about how your brand would fit into TV through
apps & extra content
– This includes games and entertainment, and also
making sure that you are visible in social media &
search when your brand is likely to be on TV
– New opportunities within these environments include
ads within the electronic programme guide (EPG),
and pre-rolls in videos
23
25. Digital Trends 2012
• Development of Ecosystems
– With mobile a handset is no longer just a handset. It
needs an ecosystem of content and applications
– Phones and other devices are not just sold on their
capabilities, but on what they will be able to do in the
future
– Be aware of the different ecosystems, and make sure
that you are accessible by them, but not exclusively
– For example, produce apps for all of the main
platforms, but also be aware which your users are
most likely to have access to
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27. Digital Trends 2012
• Education
– The big changes in society brought about by digital
media and the ease of communication haven‟t yet hit
education, but they will do soon
– Video is a great way of teaching anything from
cookery to craft but it’s also great for more formal
education
– We may be entering a new, more DIY age, and there
could be a place for brands to help enable
communication and resources, for example sponsor
physics or maths hangouts?
– Can this become the emerging CSR initiative?
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29. Digital Trends 2012
• Hijack and Guerrilla Marketing
– Brands can act quickly and do things in the short
term, often at the expense of competitors
– All are perfect for opportunist marketing, and produce
incidents that are likely to be seen by millions very
quickly, and could be used for unofficial and irreverent
marketing
– Beyond this, what are your competitors‟ marketing
calendars?
– Also, be aware that what you are doing may get
hijacked – how can you protect yourself?
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31. Digital Trends 2012
• eBay for Services
– Get involved!
– Think about what you could buy, and what
you could sell (maybe a sub-brand via these
sites)
– Major brands are now very active users of
eBay to sell goods, especially excess supply
– Could you use any of these services to sell
excess capacity, or even recruit short term
staff?
31
33. Table of Contents
• Social Trends Affecting MPR
• Digital Trends Affecting MPR
• Core Competence of MPR Managers
33
34. 10 Tips
• These are intended for you in
– Surviving in the PR industry
– Staying excited about your job
– Becoming a respected professional
– Building a sustainable future for yourself
34
35. 1. Plan your activities wisely
• Select just one news you want to broadcast
or an activity at anyone time.
35
36. 2. Know your company, and your
internal policies well
• When you start any new PR job, you should be a
position to produce or influence the following:
– Corporate profile (broiler plate)
– Top management profile (bio)
– User friendly website(s)
– Annual report (even if you are not a listed firm)
– Media engagement protocol
– Corporate branding policies
– Budget allocations
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37. 3. Align PR objectives with the
company’s business objectives
• List and clarify the objectives or benefits
you hope to gain from your media
campaign.
• Or else, you could be spending resources
yet not sure whether you are delivering a
good job.
37
38. 4. Identify Your Target Customer
Markets
• Before you decide what PR activities to
conduct or even select the media you want
to approach, you need to understand your
end customers:
– How old are they?
– Where are they located?
– What do they for a living?
38
39. 5. Know How to Pitch Stories and
Increase Press Coverage
• Build and maintain a media list.
• Know your editors and their deadlines.
• Position yourself as
credible source of
information.
• Create regular
networking
opportunities.
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40. 5. Know How to Pitch Stories and
Increase Press Coverage
• Develop "champions" - high-profile
individuals to be your spokespersons.
• Monitor the press for opportunities to
respond to reported issues that allow you
to talk about your own business.
• Monitor speaker opportunities and other
editorial/seminar opportunities - then send
a press release about them!
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41. 6. Integrate your social media
presence with your employers’
• Be strategic - ask yourself where your
target audience is, and what you want
them to know about you.
• Be prepared to spend time.
• A social media protocol.
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42. 7. Learn how to manage PR activities
And do the following based on your level of resources:
• Start some social media pages: blogs, Facebook, Weibo.
• Enter awards.
• Fairs, field days and exhibitions pertinent to your industry.
• Advertorials - whereby you pay the advertising
department for the space for your editorial-style stories.
• Public speaking opportunities in front of your target
customers or influencers.
• Networking – build your own or participate in someone
else’s activities.
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43. 8. Train yourself to be PR savvy
• You are the PR consultant to your bosses and
major stakeholders. They look to you for
professional advices. It’s important that you at
least appear to be:
– Expert public speaker
– Media interviewer
– Event manager
– Communicator
– Conversant in all public affairs related to the company
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44. 9. Be in the circle
• The world of PR is changing, so please
keep yourself up to date.
• The best way is to keep in touch by:
– Going to school
– Joining a professional institution
– Getting connected on LinkedIn’s PR groups
– Reading a book
– At least watching some youtube video on PR
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45. 10. Learn upward management
• It is not easy, but remember, you are the
PR expert, not them.
• Align your PR objectives
with corporate business
objectives so you boss
has a vested interest in
your success.
45
46. I will leave you with 2 words
From Steve Jobs:
“Stay Hungry!”
Thank you!
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