PR for UKM by Silih Agung Wasesa.

1. PR: Not just for the big boys.
Public Relations Strategy
SilihAgungWasesa,
ManagingPartnerAsiaPR
silih@asiapr.net
For SME

2. Big or Small, Please do
not worry, everyone has
its own chance. . .

3. How?
WhatshouldIdotogrowup
mylittlecat,
mysmall-medium
enterprise?

4. UseMimicryPRStrategyforyour
business

5. Mimicry is the ability to blend in to ones surroundings or
to look similar to another, similarity can be in appearance,
behavior, sound, scent and even location, with the mimics
found in similar places to their models (wiki answers)
And what about mimicry PR is?

6. PublicRelationshavemorecredibilitycomparethanAdvertising….

7. 01
PR Membangun
Reputasi Usaha,
Menterjemahkan
nilai-nilai usaha dari
perspektif public.
02
PR membangun
lewat orang ketiga
03
PR membangun
basis reputasi
melalui stakeholder
usaha; karyawan,
pemilik, pelanggan,
supplier.
04
PR Mendukung proses
akuisisi dan retensi
konsumen
05
PR mengoptimalkan
sumber daya yang
ada; sehingga tidak
membutuhkan biaya
tambahan.
06
PR Memiliki alat
ukur, dan bisa
dimanfaatkan untuk
jangka pendek dan
panjang
Sepintas
Public
Relations

8. Why Public Relations?
• Public Relations Develop Brand
Conversation……
– For FREE…..Product users, potential buyers, complainers, brand evangelist,
and off course the employee.
– Minimum Budget…Brand Ambassador (brand experience), Public Opinion
Marker, Script Writer, Film Director.
– Anatomy of Buzz

9. Mimicry PR is the ability to blend in the PR Strategy in
Large Enterprise to your SME,
The similarity can be in
(1) seeking main problem in customer’s mind ,
(2) Trending Topics
(3) Influencer People on SME’s community and core
customers
(4) Tailor key messages,
(5) Strategic and PR Tactic.

10. Doing Tactic
Public
Relations
Tailored Key
Messages
Influencer
Peoples
Trending
Topics
Seeking
Main
Problems on
Customer’s
Mind
UpgradeYourSMEPerformancewithPR

11. PublicRelationsEducateCustomersDirectly;
notalwaysthroughmassmedia…

12. +
Educate Consumers
Public Relations helps Brands to educate
costumer through their state of
mind…on pre launch, launch, post
launch, when products have a
problems….and make conversation in
costumer’s communities.

13. PublicRelationshelpsTDAtoeducatecostumer
throughtheirstateofmind…
• on pre
launch,
launch, post
launch
1
• when
products
have a
problems
2
• make
conversation
in costumer’s
communities
3

14. Integrate
Public
Relations
Public Relations
should be
integrate when
you…
Defining
your
business
and Target
Audience
Building
Relationship
with
stakeholder
Create
Marketing
Program
Develop
Content /
Message
(match with
your TA)

15. Develop PR
Plan for your
SME
Choosetheright,effective,andefficientactionfor
yourPRcampaignstrategy
• Until now, Have you been thinking about what is the
best PR strategy for your SME?
• Have you checked whether the customer that buy
your products or service are the right customer that
you define used to?

16. HaveyoutriedBuzzAnatomytoreleasetheWord-
of-MouthOutcome? (It’sgoodforSME)
AnatomyofBuzz
MinimumBudget…
BrandAmbassador
(brandexperience),
PublicOpinion
Maker,
ForFREE…..
Productusers,
potentialbuyers,
complainers,brand
evangelist,andoff
coursethe
employee.

17. TDAMembersmaychoosetheirWOMstrategy,
sinceit’seffective,efficient,anditwillincrease
yoursales.ButHow?

18. The Key Important Factors:
01
Knowing
Where To Play
» Identifying strategic
segments early
» Know the consumer
02
A simple message,
well told
» Simple, defined messages
» Take the consumer
experience
» Make it their cause
03
Speak to the Heart
» New Media & Touchpoints
» Old Media used well
04
Your Brand
Everywhere
» Try different channel
» Converting online chatter
to human interaction
05
No Small Change
» Keeping the doors open
» Giving social networks the
tools to self-organise
06
Building engagement
» Keeping the doors open
» Giving social networks the
tools to self-organise
07
Evolution of Message
Platforms
» Laddering of platforms
» Strategy setting in good
time
08
Be Prepared To Win
» Post-Launch Build-up
» Keeping up consumer
engagement

19. LargeEnterpriseuseWOMto
createaTalkoftheTownEffect
AndforSME...
Use Third Party Endoser in your community and create C2C
Conversation
Consumer-to-consumer conversation

20. +
Public Relations mampu mengembangkan loyalitas
stakeholders, baik internal stakeholder (karyawan),
ataupun eksternal stakeholder (supplier, consultant,
government).
Develop Stakeholder
Loyalty

21. Waw,cool I’llbuyit
Bla…bla..bla
Thisproduct
bla..bla..bla

22. +
Build Brand Community
Community for Product Branding…
1. Lifestyle, Ekslusif dan Minoritas.
2. Update product function.
3. Emotional Bonding Program.

23. NETWORK
A
NETWORK
B
NODE
TRUSTED CHANNEL

24. TryThis:
Average person has: 11 TO 12 INTIMATE CONTACTS
150 SOCIAL CONTACTS
500 TO 1,500 WEAK TIES
• Develop a content/message that match with your target
audience and your business
• Invite all of your SME unit to do this WOM experiment
• Tell the message to the 11 – 12 intimate contacts everytime
you have a chance to talk to them, remember 1 person
should only tell to the 12 intimate contacts (can be family,
friends, partners)
• Tailor your message with their own personality.
• Do it smoothly, consistent, and take it easy.
• Use any channels
• Wait the effect….

26. Evaluate KPI
of Public
Relations
Choose the research methodology that is suitable
for your SME. (Remember combine it with sales,
publicity, and what people think about your
business)

27. ThankYou