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The shortlisted finalists in the annual ICCA/IMR Best PR award cannot put themselves forward for consideration, their work has to be apparent to our panel of judges who spend the year monitoring online and print media to see which ICCA members are gaining the best coverage and the strongest brand profiling. A selection of those shortlisted members, along with media company experts, will use these best practice examples in this session to highlight the key principles in obtaining brilliant PR coverage, and to give practical advice to improve your current performance. ICCA believes that PR is the least utilised weapon in our members marketing mix, especially when combined with social media channels, and yet it is one of the most cost-effective and easy to implement. Please attend this session if you want to dramatically improve your market visibility without breaking your marketing budget.
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#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
PR EXCELLENCE
ICCA Best PR Award 2014 finalist Malaysia Convention & Exhibition Bureau
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Malaysia Convention & Exhibition Bureau (MyCEB) -Not
• Not for profit organisation, fully funded by government
• Incepted in 2009, fully operational in 2010
Objectives:
• Strengthen Malaysia’s business tourism brand
• Grow the country’s share of the international business events
Background & Objectives
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2. Challenges for Malaysia
• ‘New destination’ for meetings/convention
• Stiff competition from Asia Pacific countries
• Lack engagement and support from industry, local associations, government ministries and its agencies
• Brand positioning
- create awareness and promote business tourism mind-set
- Malaysia Truly Asia > Malaysia-Asia’s Business Events Hub
Challenges
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Target Audience
Stakeholder Reason
a) Media - both local and international, especially those directly involved with the business events industry
To position Malaysia as Asia’s business events hub, promote compelling destination USPs for international business events and reinforce awareness of MyCEB’ s role and support services b) Global business events industry
c) Malaysian government ministries and its agencies
To acknowledge MyCEB’ s role in developing the industry for Malaysia in line with its objectives
d) Local business events industry and National associations
To create awareness on the importance of the industry to Malaysia
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Strategy
1. Consistent key messages:
a) Position Malaysia as Asia’s Business Events Hub
b) Reinforce Malaysia’s unique selling points, strong track record, MyCEB’s commitment under Malaysia’s Economic Transformation Programme (ETP)
c) Benefits of hosting the event – figures and economic benefits
d) Beyond tourism and economic - legacy
2. Language translation to suit audience/circulation
• English - Local and International
• Bahasa Malaysia / Mandarin
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Creativity
Key considerations for drafting:
1. Engaging tailor-made headline
• market / region relevant
• attention grabbing, concise, relevant and positive
Headline examples:
• MALAYSIA – FIRST ASIAN COUNTRY TO HOST 3RD GLOBAL WOMEN DELIVER CONFERENCE 2013
• WORLD’S LEADING EXPERTS ON HIV/AIDS TO CONVENE IN MALAYSIA
• MALAYSIA WINS MILLION DOLLAR ROUND TABLE EXPERIENCE 2014
• LIONS MEETING IS SET TO BE A ROARING SUCCESS
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Creativity
2. Consistent delivery of key messages
• Include 2 relevant, strategically crafted quotes and/or testimonials by local spokesperson/global expert to highlight:
• importance/benefits of meeting
• call to action to increase awareness / participation / interest
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Creativity
3. Value added or competitive information
• research and include interesting/unique facts about the event
• creatively insert quotes, testimonials and elaboration paragraphs
• differentiate from competitors
Examples:
“The IAS 2013 takes place at a pivotal moment in the global HIV response; recent scientific breakthroughs have provided us with the evidence to show that ending AIDS is in fact possible. As the first Asian host of an IAS conference, we are most certainly honoured to be associated with such a significant milestone in the course of the epidemic.”
Prof. Dr. Adeeba Kamarulzaman, Local Co-Chair of IAS 2013
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Creativity
4. Leverage on news distribution
• press releases as catalyst for more business and to motivate enquiries
• write on enticing angles to spark interests
• disseminate releases to:
- business event media, government ministries and local authorities
- other media platforms, such as lifestyle, economic, education and industry publications
> e.g. Women Deliver featured in Female and Marie Claire magazines
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Execution & Quality
1. Agency - Geometry Global Public Relations (G2PR), Kuala Lumpur
• retainer basis:
- MYR 22,000.00 (approx. EUR 5,331.00) / month
• key Performance indicator:
- MYR 1 million (approx. EUR 243,089.64) / month PR value
2. Press releases on bid wins
• ad hoc basis prepared when a win materialize
• within one week of announcement of winner
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The Agency is kept in the loop on the number of biddings that took place each month
The Agency is immediately notified on instances of success and collection of key messages and other information begins
MyCEB / Agency would obtain consent from the association if an announcement could be made with the approved quote/testimonial
Once approved, the press release would be distributed to the Media and other stakeholders
Execution & Quality
Production turn around time
• 1 week upon announcement of winner
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Execution & Quality
General Tips :
• priority given to global events, followed by regional events
• leverage on appealing statistics
- e.g. First time in Asıa, greater number of delegates, economic impact
• prioritise releases to avoid spamming > media exhaustion
• collective announcement in a single release to create bigger news, e.g.
- MALAYSIA SCORES HAT TRICK WITH INTERNATIONAL CONFERENCES – Country to welcome healthcare conferences and a youth empowerment conference
• Maximise and strategically feature beneficial angles
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Execution & Quality
Evaluated Press Releases:
a) WORLD’S LEADING EXPERTS ON HIV/AIDS TO CONVENE IN MALAYSIA
b) MALAYSIA – FIRST ASIAN COUNTRY TO HOST 3RD GLOBAL WOMEN DELIVER CONFERENCE 2013
c) KL WINS BID TO HOST HEMOPHILIA CONGRESS IN 2020
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Execution & Quality
Visual: advertorials
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Evaluation / Return on Investment (ROI)
ROI Total PR Value – Total Investment
Total Investment
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Evaluation / Return on Investment (ROI)
Generate publicity value of MYR 1 million
(EUR 243,089.00) / month
Period of review : 15 months (June 2013 to August 2014)
KPI 1
15 months
PR value
151% above target
ROI for overall PR work: MYR 5,527,974.12 – MYR 80,291.97 = 1 : 68 MYR 80,291.97
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Evaluation / Return on Investment (ROI)
Direct ROI from 3 press releases
* Total PR value generated for the 3 press release examples enclosed with this submission ** Total production cost for the 3 press releases
KPI 2 MYR 354,959.79*- MYR 3,648.45 = 1 : 96
MYR 3,648.45**
3
evaluated press
releases
158
medical business
event leads
International associations &
conference organisers
Post distribution
Observation
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In summary
We were
selected
because…
General good PR Practice
Effective leverage on
bid wins
Emphasis on meeting content
Messages supported by association
spokesperson
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“A good PR story is infinitely more effective than a
front page ad.” Richard Branson
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Thank you!
Terima kasih!