This is a deck about the role of PR in marketing strategy.

1. MARKETING|PR
How a PR campaign could lead to sales
Benny W. Nanda
Digital Strategist
+6281218373335
ben@greenmindpr.com

2. What is PR?
• Public relations (PR) is the practice of managing the spread of information between an individual or
an organization (such as a business, government agency, or a nonprofit organization) and
the public.[1] Public relations may include an organization or individual gaining exposure to their
audiences using topics of public interest and news items that do not require direct payment.[2] This
differentiates it from advertising as a form of marketing communications. The aim of public
relations is to inform the public, prospective customers, investors, partners, employees, and other
stakeholders and ultimately persuade them maintain a certain view about the organization, its
leadership, products, or of political decisions. Public relations professionals typically work for PR
firms, businesses and companies, government, government agencies, and public officials as PIOs,
andnongovernmental organizations and nonprofit organizations.
• Public relations specialists establish and maintain relationships with an organization's
target audience, the media, and other opinion leaders. Common activities include designing
communications campaigns, writing news releases and other content for news and feature articles,
working with the press, arranging interviews for company spokespeople, writingspeeches for
company leaders, acting as organization's spokesperson by speaking in public and public officials,
preparing clients for press conferences, media interviews, and speeches, writing website and social
media content, and facilitating internal/employee communication.[3]
• PR IS A COMMUNICATION GOD THAT
CREATES CERTAIN IMAGES OF YOUR BRAND!

4. Why use PR?
• Why should I use PR?
• PEOPLE WOULD NOT KNOW ANYTHING ABOUT YOUR
BRAND UNLESS SOMEBODY IS TALKING ABOUT IT.
• How you get people to talk and further know about
your brand?
• BY THE POWER OF PUBLIC RELATIONS, MESSAGE
ABOUT YOUR BRAND WILL AMPLIFIED WIDELY
THROUGH THE MEDIA AND CAN CREATE TAILORED
IMPRESSIONS ABOUT YOUR BRAND AND HOW YOU
WANT PEOPLE TO PERCIEVE YOUR BRAND
ACCORDINGLY

5. BRAND PR ACTIVITY
KOL/KOF
MEDIA
RELEASES
PRESS
CONFERENCE
PR STUNT
MEDIA
ABSORB
AND
AMPLIF
Y
PEOPLE GET
AWARE AND
MORE AWARE
OF THE BRAND
THAT WILL
CREATE
LARGER
POSSIBILITIES
ON BUYING
THE PRODUC

6. BUYING DECISION
The process of buying

7. BUYING DECISION CHART
How people see a brand and how they decide to buy the product
Need Recognition / Problem
Awareness
Information Search
Evaluation Of Alternatives
Purchase
Post Purchase Evaluation
PRACTIVITY

8. 1. NEED RECOGNITION/
PROBLEM AWARENESS
• There are reasons why
people make a buying
decision, and the first
problem is to figure out
they’re problem.For example: “if I
am a graduated
high school student
and about to enter
university, should I
wear something
more appropriate,
or should I just go
with my high school
wardrobes?”
PROBLEM ?
WARDROBES
NEW LIFE
CURRENT TRENDS
NEW BODY
POSTURE
NEW AGES
SOLUTION ?
BRAND
PRICE
STORE LOCATION

9. 2. Information Search
• Information is power. If
you can provide
information, people will
come. WHAT IS THE
SUITABLE BRAND
AND CLOTHING FITS
ME BEST
WHERE CAN I GET
THOSE?
WHOOSE WEARING
IT?
HOW MUCH WILL IT
COST ME?
PROVIDE INFORMATION
WITHOUT ASKED.
Information provided is
well preferred than
information searched.
How? Through media
amplification.

10. 3. Evaluation of Alternatives
• People tend to compare the product the wanted to buy
with other similar product. The brand, the price, the
quality, and who’s behind the brand (KOL)
• In this step, people are much likely near to decide which
product they will choose. Certain factors that usually affect
the purchase decision on this stage, something more
personal, emotion related consideration, public figure
opinion, and third party recmendation.
Needs Options Decide

11. MARKETING PR
How on this modern world, PR take the leads on perception driving

12. HOW PR LEADS TO SALES
It’s a different generation of purchasers today. People don’t always buy the
product because it’s on sales promotion. But people will take a larger ammounts
of consideration regarding to the personal needs purchases.
So in these era, it’s PR who will lead people’s perspective to their decision in
buying. By content marketing, influencers, demand generation fullfilments and
leads to sales

13. DIFFERENCES BETWEEN MARKETING PR
AND PROMOTIONAL CAMPAIGN
WAIT FOR ANOTHER PROMO
• PURCHASE ANOTHER BRAND
• PURCHASE ANOTHER PROMO
SALES
PROMO
SALES
PROMO
LOVING THE BRAND
• RE-PURCHASE AT NO COST
• PURCHASE WITH PLEASURE
SOCIAL
MEDIA
PR
ACITIVITY

14. HOW TO HARVEST YOUR SALES THROUGH DIGITAL ASSETS

15. SUPPORTING FACTORS
How a PR campaign will lead the perception drives

16. KEY OPINION LEADER

17. DIGITAL INFLUENCERS
Personal message amplifying will be more effective if there are people our
there to tell about our brand. Who are they?
People nowadays tend to search informations through the INTERNET.

18. Digital Communication Strategy | Digital Activity – Social Media
Social Media
General Content Posting scheduled and posted
weekly to maintain mutual engagements
Yearly Thematic Campaign
To stay updated with the current issues and public
activities such as holydays, general issues, and
everything related with public.
Sales Related Content
Sales promo and exhibition information
campaign. To bring information related to sales
activity
Copyright BW. Nanda - DIBE | Fortune PR
2014
SOCIAL
MEDIA
ACTIVITY

19. Digital Communication Strategy
Content Distribution Strategy
Social Media
Monthly content theme shall be the
guidance for weekely content
editorial. And each content shall be
distributed to all social media
channels to amplify the message
and to increase awareness.
Web Content
Article or image content from
website shall be distributed to social
media channels
PR Activity
Curated news and PR activity article
may be amplified to the website as
a web content.
Copyright BW. Nanda - DIBE | Fortune PR
2014

20. Digital Communication Strategy
Content Distribution Flow
Facebook Twitter
Website
Web Link
General
Content
Picture
Web Link
General
Content
Picture
Copyright BW. Nanda - DIBE | Fortune PR
2014

21. Thank You
Benny W. Nanda
Digital Strategist
081218373335
ben@greenmindpr.com