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Young Marketers Elite 3_Assignment 20.1 - PR

Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé.
1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%)
2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%)
3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%)

DS Nhóm:
Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển
Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy
Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp
Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ

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Young Marketers Elite 3_Assignment 20.1 - PR

  1. 1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3 [Assignment 20.1] Đức Hiệp + Ngọc Khánh + Phúc Hậu + Trường Liêm
  2. 2. 4. FEATURE ARTICLES 500–2,000 words, are published in magazines, be credited to an organization. Discuss technical or business developments in an industry, share the results of research… Allow companies to demonstrate their expertise and professional leadership 1. EDITORIAL an expression of opinion using text and images in a publication to make an article, feature, story or short piece. Written by the editor of newspaper, companies can not edit the content 2. TESTIMONIAL Written recommendation from a celebrity or satisfied consumer affirming the performance, quality or value of product/service 3. ADVERTORIALS is a paid-for feature that has the 'look and feel' of an editorial. The article will have the words 'promotion' or 'advertorial' at the top of the page. The primary purpose is to promote products and services. 5. WEBSITE Is a digital tool that provides information about the organization and promote the product or building brand image. 6. INFLUENCERS/KOLS Someone who carries influence over others in their purchasing decisions. Now we’re seeing it’s not just celebrities, but everyday social media user who influences others. 30 POPULAR PR TACTICS Strategy- a plan designed to achieve a particular long term aim Tactics – it is a skillful device or method used to implement a strategy
  3. 3. 10. FORUM SEEDING Putting seeds on the forums, on the blog-sphere…with the aim to spread the client’s business through word of mouth, get feedback… Create a public opinion, a tendency, even pose a big influence on consumers’ intention. 7. TV REALITY TELEVISION A genre of TV program that documents supposedly unscripted real-life situations. Often features an otherwise unknown cast of individuals who are typically not professional actors, although in some shows celebrities may participate 8. PRESS RELEASES are concise, written documents announcing current, newsworthy topics that are distributed to print, television, or radio outlets. 9. NEWS FEATURES when a complete story is reported by the media, which thoroughly views issues from all angles. The stories are based on facts and truth and not rumors and speculations 11. A VIRAL VIDEO is spread rapidly through online sharing. Can receive millions of views as they are shared on social media sites, reposted to blogs, sent in emails and so on. 30 POPULAR PR TACTICS 12. LEAFLET a small flat or folded sheet of printed matter, as an advertisement or notice, usually intended for free distribution
  4. 4. 16. SEO/SEM involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. 13. COVER STORY A story in a magazine whose subject matter appears on its front cover 14. SPECIAL COLUMN A column is a recurring piece or article in a newspaper or other publication, where a writer expresses his/her own opinion in few columns allotted to him by the newspaper organisation 15. TV INFOMERCIAL A short or regular-length television program that combines information presentation with an integrated suggestion to buy a particular product or service 17. PHOTO ESSAY a set or series of photos that are made to create series of emotions in the viewer. A photo essay will often show pictures in deep emotional stages. 18. SPONSORSHIP Is directed to public works to develop and promote the image of the business, attracted the public's goodwill by putting money into a program/​​event performed by other organizations . 30 POPULAR PR TACTICS
  5. 5. 22. EDITORS' CHOICE Editors enrich their journal articles by writing a recommendation illustrating why they have given these articles exclusivity. 19. PRESS CONFERENCE A media event in which newsmakers invite journalists to hear them speak and, most often, ask questions. A joint press conference instead is held between two or more talking sides. 20. VIDEO To communicate messages with emotion through visuals. Good for town meetings, new employee education, fundraising projects, special events, etc. 21. SPEAKING ENGAGEMENT A talking to reach a target audience, establish the speaker as an expert and build credibility for the speaker and the hospital. 30 POPULAR PR TACTICS 24. POSTCARDS Generally are addressed to individuals , usually by name, include brief message. It may replace other tactics because it’s possible to obtain a mailing lists of members of the key publics . Organizations use it to drive traffic to their websites 23. CATALOG are books or brochures aimed at consumer publics, generally with an inventory of items available for purchase
  6. 6. 25. MEMORANDUM/MEMO a brief written message addressed to an individuals or to a group of people. Memos are good PR vehicle for communicating with colleagues, media gatekeepers or members of key publics 26. LEETER A form letter addressed to individuals. Marketing letters are direct-mail pieces sent by businesses for advertising purposes 30 POPULAR PR TACTICS 27. RADIO One of the benefits of radio is its mobility – a positive quality in that it can travel with people 28. NEWSLETTER To regularly update a variety of target audiences about the happenings at company. Good way to establish and maintain community support for the hcompany and services. 29. IN-HOUSE MAGAZINE I s produced by organization for its employees and that usually deals with subjects relating to the organization 30. BOOK When a brand becomes really famous or iconic, they aim to expand and maintain their brand love, Books which produced by this brand can be a good tactic for PR
  7. 7. What are the essential metrics to evaluate PR campaign? Share of voice. Share of voice is the percentage of media coverage and conversations about your brand, compared against those of your competitors. By analyzing your share of voice you can gain the necessary insights to help make more informed ROI evaluations and strategic planning decisions. SOV can be measured by Quantitative - the number of times your company was mentioned as a % of total industry mentions Outputs, Outtakes, Outcomes - Outputs is the total number of stories, articles or mentions in the media, the number of impressions, or the number of website visitors - Outtakes are the extent to which the audience understands, comprehends, recalls & retains the messaging. Analysis of media coverage, online tracking of comments, and feedback & engagement with audiences, are all ways that PR outtakes can be effectively measured - Outcomes are the extent to which PR has changed audience awareness, opinion & behaviour. PR outcomes may be an increase in sales, brand loyalty, and/or changes in public opinion & behaviour
  8. 8. Percentage of conversations with one or more key messages. The PR campaign’s message might be an initiative, campaign, new product or an actual message. But regardless of how you define “message” track the percentage of items that contain a key message. Media, blogger, and influencer scoring. Different campaigns have different goals, so it’s important to assign value for every campaign. Consider the direct influence on your consumer, reach or circulation, and the ability to drive leads. Net increase in share of desirable media coverage. Measure all conversations about your brand, products, or organization and rate them either desirable or undesirable. How many of the target audience would see the coverage & the quality of these audiences. Was the coverage positive, negative or neutral? What are the essential metrics to evaluate PR campaign?
  9. 9. A STUNT is something interesting that is done in order to attract attention and get publicity for the person or company responsible for it A PR STUNT (or Publicity stunt) is a planned event by marketers to gain exposure and public’s attention for a company, a person or a brand/product. PR stunt should be able to create talkability WHAT IS A PR STUNT? !!! PR stunt may have bad side effects so you need to manage it !!!
  10. 10. HOW TO CREATE A PR STUNT Tap in censored business Arouse a controversy Break the rule Using influencers Employ new technology Leverage marketing message in various channels Create creditable and meaningful messages Interact with the audience Create emotional bonding with brand Discover an inconvenient truthBEVERAGE FOR THOUGHT Try these
  11. 11. UBERMOVE Place: Ho Chi Minh city Objective: Promote for Biti’s Hunter, refresh Biti’s to consumers and build brand love for UBER Brand: Time: April Fool’s Day 2016 Description: Before April Fool’s Day, a clip was aired on Facebook, announcing that a brand new product with the coperation of Biti’s and Uber was going to be released, which turned out to be a funny prank. Specifically, on this day, if the people using Uber service with hash tag #Ubermove, they would have a chance to receive a surprising gift from Biti’s, that is a pair of Biti’s Hunter and the service of papercar. The key message is “let’s make the traffic less busy, the city greener and your health better by walking with the super light Biti’s Hunter. Result: A lot of people shared the video, which earned over 200k views on Facebook Many participate in the campaign and share their gift Insight: People are becoming too much dependent on convenient service such as Uber or Grab, making them lazy and less willing to walk in a pair of shoes. This is partly because their shoes is not light enough. #1
  12. 12. WORLD’S TOUGHEST JOB Place: Online Objective: Promote Greeting cards for Mother’s Day 2014 Brand: Time: Mother’s Day 2014 Description: They created a FAKE job with the title “Director of operations” and post it online and in newspapers and held a real interview. The requirements are simply brutal with no rewards such as working 365 days a year and 24/7 without break or vacation. 24 people inquired and interviewed via webcam were overwhelmed with emotion to find out the job was actually MOMs. Result: The clip itself gained 26 million views on Youtube American Greetings' Cardstore’s orders increased by 20% The campaign won Grand Effie and four Gold awards A lot of people share the videos and high earned media Insight: Most people tend to take Mom’s efforts for granted and are not very willing to show their love even on Mother’s Day. Thus when it is illustrated by numbers, in the form of a job, it came to them as a shock. #2
  13. 13. Samsung might have had an inkling - the brand paid a reported $20 million to get the Oscars host to stage the selfie. The picture, taken by actor Bradley Cooper and featuring Meryl Streep, Jennifer Lawrence, Brad Pitt, and Kevin Spacey, ELLEN’S OSCAR SELFIE Place: Academy Award 2014 Objective: Promote for Samsung Galaxy Note 3 Brand: Time: Academy Award 2014 Description: Result: was retweeted on Tweeter more than 2 million times before the ceremony ended; 32.8 million people saw it, making it the most retweeted photo in the world Insight: People just feel excited to see their idols and celebrities (real-time as they are watching the live show) having fun doing things like them - selfie #3
  14. 14. Thank you.