Public Relations 101

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Local hero saves child

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Visitor risks life to save child

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CORPORATE FAT CAT STRANGLES FAMILY

PET

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$28.6 billion

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The average annual public relations budget

in a publicly-owned company is $9.9

million.

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Crisis

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“We're sorry for the massive disruption it's caused to their lives. There's no one who wants this thing over more than I do,

I'd like my life back.”

Tony Hayward, ex-CEO, BP

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“Those words don't represent how I feel about this tragedy, and certainly don't represent the hearts of the people of BP — many of whom live and work in the Gulf — who are doing everything they can to make things right.”

Tony Hayward after PR advice

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BP pays record $4.5 billion

fine

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Fine: 20% of annual profit

Big business can absorb the fall-out

Greater impact on your small business

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Pro-active beats Re-active

You set the story agenda

Creates a positive impression

Builds relationships with media Influencers

Earned media, not paid – for a reason

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What does public relations do?

Clearly communicates key messages with your target audiences to build

relationships :

• Public• Existing customers• Employees• Investors• Partners

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What is public relations?

• Achieving positive editorial coverage in the media

• Engaging the public with your company

• Active management of your communications

• Application of strategy and creativity in the management of your reputation

• Networking with potential clients at seminars, exhibitions and Bangkok Entrepreneurs events

• Taking important customers and clients to lunch

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How is it done?

Swiss Army phone

-Press release-Interview-Review/Samples-Measure results/ROI

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How does your business benefit?

Increased brand awareness, recognition and credibility

Builds relationship with stakeholders

Can provide third party endorsement

Helps people understand products or services

Builds executive profile – industry leader

Who We Are

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Founded i n 2000

Thai agency with multinational clients; international affiliations, standards and practices

Flexible, innovative marketing communications agency – focus on Proactive Strategic Public Relations

Combined Asian & Western market expertise

Staff of 18 full-time professionals

Blue Chip Experience

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Recent WorksVisa - Media trip to highlight premium cardsVisa - Media trip to highlight premium cards

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Recent WorksEmirates First A380 Comes to BangkokEmirates First A380 Comes to Bangkok

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OutstandinOutstanding Media g Media ResponseResponse40 media, 28 40 media, 28 million Baht in million Baht in print and TV print and TV coveragecoverage

Recent WorksLenovo - Product Launch Event Lenovo - Product Launch Event

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Recent WorksJawboneJawbone

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Spark helped tech company Jawbone enter

the Thai market and create a buzz about its innovative consumer

tech products.

Recent WorksAirbnbAirbnb

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Airbnb was active in the market but needed an official launch. It was

known by online communities but needed

to engage all Thais.

Recent WorksPhilips – The ‘+’ ProjectPhilips – The ‘+’ Project

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The + project is an award winning campaign that blends both media

relations and social media to deliver

community engagement

PR Health Check-list

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Can you identify potential PR opportunities in your business?

Are you confident your workforce know the goals of your organisation and how their jobs contribute to these?

Do you know how to measure success?

Do you know what sorts of media your customers or target customers consume?

Do Businesses Use PR?

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Every business has a story – What’s yours?

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Thank You

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