Lecture 8 future of mpr
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The document discusses the future of marketing, public relations, and audience management (MPR). It covers key social and digital trends that will impact the field such as the rise of social media, mobile commerce, and connected TV. It also discusses core competencies for MPR managers, including aligning PR objectives with business goals, identifying target customer markets, pitching stories to increase press coverage, integrating social media with employer brands, and learning how to manage PR activities.
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
- 3. Social Trends 2012 • Navigating the new normal 3
- 4. Social Trends 2012 • Live a little 4
- 5. Social Trends 2012 • (Lost) Generation Go 5
- 6. Social Trends 2012 • Rise of Shared Value 6
- 7. Social Trends 2012 • Marriage Optional 7
- 8. Social Trends 2012 • Screened Interaction 8
- 9. Trends 2012 • Celebrating Aging 9
- 10. Table of Contents • Social Trends Affecting MPR • Digital Trends Affecting MPR • Core Competence of MPR Managers 10
- 11. Social Media Revolution 2012 11
- 12. Let’s Look at 2011 12
- 13. What was it like in 2010? 13
- 14. What does it mean to PR • It revolutionizes press releases’ design, function and content 14
- 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
- 16. Digital Trends 2012 • Mobile Commerce 16
- 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 17
- 18. Digital Trends 2012 • Mobile Payment 18
- 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? 19
- 20. Digital Trends 2012 • Mobile + TV 20
- 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 21
- 22. Digital Trends 2012 • Connected TV 22
- 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
- 24. Digital Trends 2012 • Development of Ecosystems 24
- 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 25
- 26. Digital Trends 2012 • Education 26
- 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? 27
- 28. Digital Trends 2012 • Hijack and Guerrilla Marketing 28
- 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? 29
- 30. Digital Trends 2012 • eBay for Services 30
- 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
- 32. Digital Trends 2012 • Online shopping, offline delivery 32
- 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 36
- 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. 39
- 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! 40
- 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. 41
- 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. 42
- 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 43
- 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 44
- 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! http://facebook.com/royingfai http://weibo.com/royingfai 46