Making PR work in VisMin, Philippines
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The presentation of PRWorks founder and CEO Doris Isubal-Mongaya on doing public relations in Visayas and Mindanao in the Philippines.
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Making PR work in VisMin, Philippines
- 1. MAKING PR WORK IN VISMIN DORIS ISUBAL-MONGAYA PRWORKS CEO AND FOUNDER
- 2. FOR THE LAST 15 YEARS, WE HAVE BEEN HELPING GLOBAL AND LOCAL BRANDS AND ORGANIZATIONS ESTABLISH A FOOTHOLD IN THE VISAYAS AND MINDANAO DORISMONGAYA | MAKINGPR WORK INVISMIN
- 3. WHY IS VISMIN IMPORTANT? 40% 1 2 . 0 NCR VI VII VIII IX X XI XII ARMMCaraga FOR MANY BRANDS, PRESENCE IN LUZON IS NOT ENOUGH BECAUSE OF THE VAST MARKET IN VISMIN DORISMONGAYA | MAKINGPR WORK INVISMIN 1 0 . 0 8 . 0 6 . 0 4 . 0 2 . 0 0 . 0
- 4. FOR MORE THAN A DECADE, GLOBE TELECOM HAS BEEN REACHING OUT TO THE VISMIN MARKET AND WE HAVE BEEN HELPING OUT SINCE 2009. When they announced their collaboration with Disney in Manila in 2015, they had pocket media events held simultaneously in Davao and Cebu DORISMONGAYA | MAKINGPR WORK INVISMIN
- 5. During the Sinulog weekend in 2019, Globe showcased its Globe at Home Prepaid Wifi through Streamfest. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 6. This year, Ford Philippines invited VisMin media and bloggers to experience driving the Ford Ranger. In 2017, Philippines Air Asia launched new routes. Members of the Cebu and Davao press and blogging communities were invited to explore Air Asia’s newest destinations. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 7. DORISMONGAYA | MAKINGPR WORK INVISMIN GCash launched their app in Boracay last year with vendors and drivers as their target market.
- 8. DORISMONGAYA | MAKINGPR WORK INVISMIN Just last week, The Ascott Limited launched Citadines in Cebu City and Bacolod City.
- 9. DORISMONGAYA | MAKINGPR WORK INVISMIN The Davao Global Township unveiled last year is a project to develop a 22-hectare golf course to a township, similar to BGC.
- 10. DORISMONGAYA | MAKINGPR WORK INVISMIN VISMIN MEDIA LANDSCAPE
- 11. DORISMONGAYA | MAKINGPR WORK INVISMIN PRINT TV RADIO CEBU ILOILO BACOLOD CAGAYAN DE ORO GENERAL SANTOS DAVAO ZAMBOANGA
- 12. PR AND MEDIA DEVELOPMENT: SHIFT TO DIGITAL DORISMONGAYA | MAKINGPR WORK INVISMIN
- 13. ONDECEMBER OFLASTYEAR,CDNDECIDED TOGOFULLYDIGITAL. There are also a rising number of online news sites in different VisMin areas. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 14. MANY TRADITIONAL MEDIA OUTLETS ARE NOW CREATING ONLINE CONTENT • Some newsrooms have merged as with the case of Sunstar Cebu and The Freeman. • Social media tasks for reporters and photographers • Real-time reporting • 24/7 News cycle • Shift to online news reporting DORISMONGAYA |MAKING PR WORK INVISMIN
- 15. MORE BLOGGERS AND ‘INFLUENCERS’ DORISMONGAYA | MAKINGPR WORK INVISMIN In many press conferences, bloggers and social media influencers outnumber reporters and photographers from the mainstream media. There is also an increasing number of blogging communities.
- 16. Now on its seventh run, several digital awards were added to the Globe Media Excellence Awards 2019. The Globe Media Excellence Awards was launched in 2012 to honor the VisMin media practitioners. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 17. "The media in Cebu saw one newspaper outfit end its print run and move to digital, circulation of remaining newspapers diminish, advertising revenues drop, the news hole get smaller and fellow journalists leave by re- trenchment orresignation.” “Transformations in media involved several processes that had management and advertising collaborating with editorial and technology partners. Print and digital newsrooms become one … Print journalists go in front of video cameras to bring live reports. The audience is younger andempowered.” DORISMONGAYA | MAKINGPR WORK INVISMIN IMPACT An excerpt from Cebu’s Press Freedom Week pooled editorial
- 18. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 19. DORISMONGAYA | MAKINGPR WORK INVISMIN As there is an increasing demand for online bloggers and influencers from brands, they are now expecting remuneration in exchange for coverage. There are also some members of the media/blogger/influencer communities that would threaten to ruin brands on social media if they do not get what they want. “Please help me or else I will rant on Facebook”
- 20. DORISMONGAYA | MAKINGPR WORK INVISMIN CHALLENGES
- 21. Upgrade skills in strategic public relations Need toestablish authentic media relationships Need tostrengthen capacity to create compelling content DORISMONGAYA | MAKINGPR WORK INVISMIN
- 22. While the bigger challenge involves the changing worldof media and public relations, webelievethatPR workremains MANAGING PERCEPTIONS, ACCELERATING GROWTH, AND UPLIFTING LIVES. DORISMONGAYA | MAKINGPR WORK INVISMIN
- 23. Thank you www.prworksph.com 64 Sanciangko Street Cebu City, Philippines (6332) 254-1781 info@prworksph.com fb.com/prworksph DORISMONGAYA | MAKINGPR WORK INVISMIN
Notas do Editor
- Maayong hapon. Good afternoon. I will share about making PR work in VisMin.
- PRWorks is a Cebu based agency and we have made VisMin our niche. For the last 15 years, we have been helping global and local brands and organizations establish a foothold in the Visayas and Mindanao.
- So, why is VisMin important? For many brands, presence in Luzon is not enough because of the vast market in Vismin they can tap. Over 40 percent of the country’s total household population live in these two big island groups. It also registered a 6-8 percent economic growth compared to National Capital Region’s 4.8% in 2018 Also, this vast VisMin market was able to secure the position of President Rodrigo Roa Duterte in the 2016 presidential elections.
- An example of these companies expanding their PR efforts in VisMin is Globe Telecom. They have been present in VisMin for a long time and here are some of the things we have done with them--- For their Disney collaboration, although the main event was in Manila, VisMin was not left out. The pocket events in Cebu and Davao were complete with Disney themed games, food, and giveaways. It ended with a live stream of the collaboration unveiling in Manila where Cebu and Davao media got to see Lea Salonga sing Disney movie theme songs and Mickey & Minnie Mouse dancing..
- And in Sinulog 2019, during the Streamfest, there were experiential booths and a film showing to give media attendees a taste of the best global entertainment brands like Netflix.
- For Ford Philippines and Philippines Air Asia---their initiatives mixed experiential marketing with media/blogger relations work. The Ford Philippines’ media drive was first held in Subic and some other areas in Luzon. Earlier this year, we assisted Ford with the Cebu and Iloilo legs. Tonight, I need to catch a plane for the Bacolod leg of the media drive tomorrow. AirAsia meanwhile wanted to not only let the media/bloggers experience flying with them but also experience their newest destinations through fam tours or familiarization tours. We will have similar tours for Tigerair Taiwan within the year.
- In December last year, Gcash launched their app in Boracay with media and influencers. Their goal was to help vendors, commissioners and e-tric drivers sinceSince most of the people visiting the island are tourists who would prefer cashless transactions.
- The Ascott Limited recently expanded to VisMin. Their Citadines Cebu had its soft opening a couple of weeks ago while the Bacolod Citadines had its groundbreaking just last week. Citadines Iloilo will be launched in December. In Mindanao, The Ascott Citadines Paragon in Davao has already been launched and more projects are in the works.
- There are also companies that have made VisMin their niche like Cebu Landmasters. The homegrown real estate brand was recently named best developer in the country by PropertyGuru Philippines Property Awards. It now has around 58 projects in different stages of development covering residential, office, retail, hotels and this 22-hectare township in Davao City. They are expecting to roll out 29 more before the year ends. Last week they signed a MOA with Aboitiz for a property development project.
- Let me share now a bit about the VisMin media landscape --- just a brief backgrounder.
- Although the key cities in VisMin all have print, radio, and TV outfits, their development varies. Cebu and Davao are the most advanced in terms of quality. However, media practitioners in other urban centers are catching up. When Globe Telecom first launched GMEA or the Globe Media Excellence Awards in 2012, we focused only in Cebu and Davao. In 2015, we included other urban centers – Bacolod, Iloilo, Cagayan de Oro, General Santos, and Zamboanga Cities. We noted more winners and finalists outside Cebu and Davao through the years. We began to include Cebu and Davao bloggers in our media lists for clients in 2009-2010, they were only a handful then. This year, some 40 bloggers, youtubers, and other social media influencers attended one event in Cebu.
- The biggest thing that has affected PR and the media in the Visayas and Mindanao – The Shift to Digital.
- Cebu Daily News, the sister publication of Philippine Daily Inquirer ended their printed version in December of last year and went fully digital at the start of 2019.
- Some newsrooms have merged as with the case of SunStar Cebu and The Freeman. They now have one newsroom for their English daily, Cebuano tabloid, and online. Thus, the two papers have less print reporters and editors Aside from posting real time updates, they also have Facebook live videos and other video content. More and more publications have their digital versions in social media channels like Facebook Even the more challenged provincial publications are now trying hard to update their websites Zee, the glossy lifestyle magazine is now fully digital. And a number digital media platforms like Bai TV, iNewsPH and 1216 Media have emerged
- Brands are increasingly tapping online influencers. PR campaigns are now increasingly engaging bloggers and influencers as independent voices and thought leaders in their campaigns.
- Responding to the digital shift, this year’s GMEA has added more digital awards.
- What is the impact of this digital shift? I’m showing you an editorial cartoon of The Freeman for Cebu Press Freedom Week and quotes from the Cebu Press pooled editorial. In Cebu media’s own words, they talk of journalists leaving by retrenchment and resignation. The merging of editorial and advertising and more.
- Many journalists – former staffers of mainstream media – are going to online outfits or emerging as independent bloggers/influencers, or becoming what their colleagues who remained in mainstream media as “trans-journos” – those who became government Public Information Officers or PIOs.
- That quote was from a text message I received yesterday morning --- an example of how sometimes there is a sense of entitlement in the part of the media/blogger/influencer communities. Because there is perceived benefits for influencers, more and more are drawn to it. Anybody can be a blogger. And this is a growing concern because we get to see posts with really bad grammar and worse, based on wrong information and presented with no ethical consideration.
- With this, what are the PR challenges?
- We see the following challenges : 1. Upgrade skills in strategic public relations The accelerating shift to digital media is changing the way we communicate. There is a continuing need for us PR practitioners to continuously upgrade our skills. And to address this, for PRWorks, since we cannot be experts in everything, we collaborate with Vis-Min based digital and brand/creative agencies. We recently got on board a digital marketing consultant and Happy Garaje as our creative consultant. We have a continuing inhouse digital marketing training for our team. 2. Need to establish authentic media relationships The biggest thing that has helped us through the years is the network we have built. Even with the digital advancements, nothing beats personal relationships that have been established. The challenge is greater now. There are more influencers and we need to build stronger ties with the remaining mainstream media. 3. Need to strengthen capacity to create compelling content As pressure mounts on journalists to run after real-time news and produce interesting content, there is a need for well-researched and well-written content There is increasing pressure for truthful, more compelling content as fake news threatens how people perceive both brands and media.
- And in parting, While the bigger challenge involves the changing world of media and public relations, we believe that PR work remains: Managing perceptions, Accelerating, and Uplifitng lives.
- Daghang Salamat!