2. INFLUENCE IN THE CONTEXT OF
PUBLIC RELATIONS
in·flu·ence
noun
the action or process of
producing effects on the
actions, behaviour, opinions,
etc., of another or others
3. YOUR STORY OF INFLUENCE
Execution
Measurement
Message Channels
Objective
Insight
Audience
Impact
Planning Evidence
Story
Tactics
Credible Defensible
Compelling Differenti
ating
SustainableRelevant
5. 10,553 people were killed in
24,655 road accidents due to
drunken driving in 2011
PEOPLE DON‟T NEED NEW FACTS
Everyone knows the
media exaggerates
The numbers aren‟t
actually too high!
How did you arrive at
these numbers?
16. CAMPAIGN ASIA
PACIFIC PR
AWARDS
Mid size network
2010 & 2011
APAC Technology
Agency of the Year
2012 & 2010
SABRE AWARDS PR NEWS AWARDS
Digital PR firm of the
year 2011
AMEC AWARDS
Best use of research,
measurement and
evaluation
programme 2012
PRISM AWARDS
Best Integrated
Marketing Campaign
of the Year 2012
19. IDENTIFY: PRE-CAMPAIGN
Influence Ranking
Helps prioritize media outlets & individuals most
likely to drive impact for the brand. Discover which
outlets with highest influence on audiences and
brand perception.
Hearts Minds & Momentum
Exposes a brand‟s strengths, weaknesses,
and competitive positioning and movement.
Evaluates brands from both an emotional
(Hearts) and rational (Minds) perspective.H,M&M
Influence Multiplier™
Identify the magic middle enthusiasts in more
targeted media. These influentials can be engaged
for specific campaigns and driving specific action
Influence Multiplier
“HEARTS” RATINGS ON
RESPECT & PASSION
“MINDS” RATINGS ON
QUALITY & RELEVANCE
20. LISTEN & ENGAGE: CAMPAIGN
Twendz & Twendz Pro
Full-featured Twitter monitoring and analytics Web
application. Provides impact metrics & key
performance indicators such as overall reach and
influence along with audience emotion.
WEX Pulse
Keeps you up-to-date on latest coverage affecting
your brand by mining news, blogs and social media
content for you. Offers insights to shape strategy,
better target audiences & refine communications
goals.
NewsStream
Helps you effectively conceive, create, gather and
publish content all from one digital newsroom. No more
third-party outlets.
News Stream
WE Twendz Pro
WEX Pulse
B U S I N E S S
U N I T S
I N T E R N A L
C O M M S
E X T E R N A L
S T A K E -
H O L D E R S
H R
M A R C O M MC S R
N E W
M E D I A
H U B
T E A M
21. MEASUREMENT: POST-CAMPAIGN
Ripple Effect
Measures the afterlife and overall
reach of your campaigns. It pinpoints
tweets, links and posts, and exposes
where that content traveled long after
a campaign ends.
Narrative Network
paints a word picture of your brand‟s
storytelling landscape. With mapping
and analysis, you can see the gap
between the intended impact of your
communications and the actual
results.
Ripple Effect
Narrative Network
22. BRINGING IT ALL TOGETHER: INTEGTRATED INFLUENCE
MEASURE
Results
Data
insights
Narrative Landscape
Audience Behavior
- Channels
- Influencers
Narrative
storytelling
Shared . Earned .
Bought . Owned
Content
socialization
Through media
relations, publishing
channels and high-
value influencers
Value
proven
Real-time
performance-
based analytics to
track metrics and
deliver ROI
Understand
Business
Objectives
Deliver
Business
Impact
AWARENESS
CONSIDERATION
AFFINITY
ADVOCACY
SALES
EFFECTIVENESS
STORYTELLING
REACH . RESONANCE . SENTIMENT . ATTENTION . VALUE
INSIGHTS
Cross-media . Creative . Innovative
REAL-TIME CONTENT MARKETING
Craft
Influence
Strategy
CREATE
Moments
DISCOVER
Ecosystem
ESTABLISH
Journey
Informing peoplePersuading peopleIntegrating people with peopleThe means and methods have changed as society has changed.What Edward Bernays said in 1961 holds true even today. In fact, the depth of the statement resounds today more than ever.
CONTENTIS MESSAGE. MEDIAARE VEHICLES. AUDIENCEIS THE HEART OF YOUR COMMUNICATIONS. Together they weave your STORY of INFLUENCE.
A common complaint PR people will hear from clients is ‘we don’t tell our stories well enough’. This used to irk me, I’d think ‘yes we do, you just don’t remember them as much as the bad ones. But what I should have focused on, is that word – Stories. In PR we know we’re good with words and structure but that can only make for grammatically correct and well-formed boringness.
Despite the fact that Life is the most precious possession, what do these facts mean to the individuals who indulge in drunken driving. Nothing, except a few rebuttals. People don’t need new facts. They need a new story!
The best jokes are often actually great stories. A great story can stay with you forever. And a good storyteller can captivate an audience. A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.
Leaders are true storytellers. They tell a story that the listeners turn into their own idea and experiences, and re-tell the same story everyday, inching closer to the plot of the story in real-life, everytime the listeners re-tell that story. These stories drive CHANGE.So can we embrace storytelling in more of our communications? In fact, we don’t have any other choice.
As pervasive technologies create an information noise for the audience, our stories are competing for attention.
The audience psychographics itself has drastically changed. Today, we are alone in the crowd; and our interactions are about a poke and a smiley. What gets us to act on a call-to-action is compelling stories that can provoke emotions with which we can justify ourselves.
I remember a PR professional once telling a reporter, “When you’re working on a story, I’m working on that story too.” Obviously what he meant was he was working on making it a great story by identifying content for the reporter that would make the reporter’s story richer, have a bigger impact and matter more to readers. The fact that his work made it a great story for his client was the motivator, but his value as a PR person was based on his unusual skill to be useful to the reporter. Now that’s a win-win.Today, he would go further. He would offer the reporter an accompanying multimedia package: video, slideshows, infographics and other illustration inputs as appropriate for that particular story. This is already standard operating procedure: the more high quality media assets, the bigger your story’s potential. As smartphones and other pervasive technologies increasingly give us all affordable and accessible ways to communicate with video, audio and graphics as well as words, we as communicators have to compete with a lot of content. Tomorrow, he will be developing PR strategies in collaboration with a transmedia team, creating opportunities for retelling that story in formats additional to a reporter’s text-based, multimedia-supported central story. At Waggener Edstrom, we call it Integrated Influence. Of course, not every story merits the full transmedia treatment. And the shift in thinking about storytelling does require clients who will invest in this approach. Are client willing to invest in that approach? The clients that work with us, they do; and the ones that don’t, obviously don’t .
WE leverages a mix of our in-house communications specialists and visual artists to craft those compelling stories that can be retold…
…across platforms and formats, and re-told yet again by the listeners through the email and sms forwards, likes, shares, tweets…
The setting in a story means the scenario where the story is introduced. It can add meaning to any story and if interpreted it can add a deeper meaning to any plot. Conflict of a story is the struggle between the main characters that is eventually leading to a climax, a disharmony between the main forces in a story.Plot is the basic layout of a story.The theme refers to the idea or concept behind the story rather than the actions that occur.
Today, we will focus on transmedia story-telling, and leverage the power of story to drive Integrated Influence.
Pick-up any cause, or a brand, or may be just a personal dream. And tell us that story.
Make that story compelling, and one that can drive change!
