public relations and marketing in a converging world - Nanyang ...
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This document is downloaded from DR-NTU, <strong>Nanyang</strong> Technological<br />
Title<br />
Author(s) Lewis, Paul.<br />
Citation<br />
Date 2000<br />
University Library, S<strong>in</strong>gapore.<br />
Public <strong>relations</strong> <strong>and</strong> <strong>market<strong>in</strong>g</strong> <strong>in</strong> a converg<strong>in</strong>g <strong>world</strong> :<br />
obstacles <strong>and</strong> opportunities.<br />
Lewis, P. (2000). Public <strong>relations</strong> <strong>and</strong> <strong>market<strong>in</strong>g</strong> <strong>in</strong> a<br />
converg<strong>in</strong>g <strong>world</strong> : obstacles <strong>and</strong> opportunities. In 9th<br />
AMIC Annual Conference : the Digital Millennium:<br />
Opportunities for Asian Media, 29 June-01 July 2000,<br />
S<strong>in</strong>gapore. S<strong>in</strong>gapore: Asian Media Information <strong>and</strong><br />
Communication Centre.<br />
URL http://hdl.h<strong>and</strong>le.net/10220/3263<br />
Rights
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
Paper No. 20
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
Paul Lewis<br />
Regional Manag<strong>in</strong>g Director, S.E. Asia<br />
Bullet<strong>in</strong> International<br />
S<strong>in</strong>gapore<br />
PUBLIC RELATIONS AND MARKETING IN A<br />
CONVERGING WORLD: OBSTACLES AND<br />
OPPORTUNITIES<br />
AMIC 9 TH ANNUAL CONFERENCE<br />
THE DIGITAL MILLENNIUM: OPPORTUNITIES FOR ASIAN MEDIA<br />
June 29 - July 1,2000, S<strong>in</strong>gapore
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
PUBLIC RELATIONS & MARKETING<br />
IN A CONVERGING WORLD<br />
Obstacles <strong>and</strong> Opportunities<br />
International Market<strong>in</strong>g <strong>and</strong> PR consultancy<br />
London, Paris, New York, Silicon Valley,<br />
jp. Bullet<strong>in</strong> International<br />
About Us<br />
S<strong>in</strong>gapore, Hong Kong, Kuala Lumpur, Melbourne<br />
Br<strong>and</strong>-led content management strategies<br />
Integrated real-<strong>world</strong> <strong>and</strong> virtual strategies<br />
Help clients create compell<strong>in</strong>g br<strong>and</strong> experiences<br />
Multi-cultural <strong>and</strong> discipl<strong>in</strong>ary team<br />
Journalism<br />
A New<br />
Media<br />
Market<strong>in</strong>g<br />
Advertis<strong>in</strong>g<br />
Br<strong>and</strong> ~><br />
Management<br />
Public Relations f S<br />
4r> Bullet<strong>in</strong> Internal
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Br<strong>and</strong> equity build<strong>in</strong>g of the past<br />
Br<strong>and</strong> )<br />
Cns-tnsny<br />
strsiGuids GG'ntiii<strong>in</strong>isEiaans<br />
c c c c c c c c o c c c<br />
V.-- v.. ' \_ , ;: •• '-'v '•-<br />
j*. Bullet<strong>in</strong> International
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
The Price of Br<strong>and</strong>s<br />
o Over the last 50 years, US$3 trillion has been spent<br />
globally on develop<strong>in</strong>g br<strong>and</strong>s<br />
o Br<strong>and</strong> image is giv<strong>in</strong>g way to br<strong>and</strong> experience<br />
o Conventional communications risk becom<strong>in</strong>g outmoded<br />
o Audiences, bigger, faster, more <strong>in</strong>quisitive, fuelled by<br />
the power of the Internet - the audience is com<strong>in</strong>g to us<br />
& Bullet<strong>in</strong> International<br />
On-l<strong>in</strong>e Advertis<strong>in</strong>g <strong>and</strong> PR<br />
ADVERTISING<br />
The click-through rate on banner ads has now<br />
dropped to 0.1% of all website traffic<br />
The Gartner Group, February 2000<br />
4". Bullet<strong>in</strong> Internal!!
ij cam<br />
0QH NEWS<br />
On-l<strong>in</strong>e Advertis<strong>in</strong>g <strong>and</strong> PR<br />
PUBLIC RELATIONS<br />
Capture <strong>and</strong> Retention Strategies<br />
Use news <strong>and</strong> editorial to attract eyeballs<br />
Capture can <strong>in</strong>clude PR, advertis<strong>in</strong>g, on-l<strong>in</strong>e<br />
editorial, direct or e-mail<br />
"! r.*, KHN4M. »» *afc«vanr. MM. If:» GUT<br />
••"' Build<strong>in</strong>g socio ty want* less<br />
profit<br />
tow graphic* v<br />
1 On tha back of good f«tuKi dur<strong>in</strong>g 1999.<br />
'"'" w ' - " 'ortihrt SwUng Socioty KM M4w.ifv cut<br />
its profits by IS* <strong>and</strong> itutnttl trta money la<br />
its customers.<br />
^ Bullet<strong>in</strong> International<br />
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Tunjn. 16 januan 2000 - Edgar Davids<br />
beg<strong>in</strong>t he( nteuwe jaar en de nieuwe<br />
eeuw op een nieuwe voetbatschoen Op<br />
16 januan 2000 verschijni de<br />
middenvelder van Juventus en net<br />
Nederi<strong>and</strong>s ettal voor het eerst met<br />
deze nieuwe voetbalschoenen - de Air<br />
Zoom Total 90 - op het veld Oe schoen,<br />
die Davids voor het eerst <strong>in</strong> Tuhjn tijdens<br />
een Sene A-wedslnjd tegen Perugia zal<br />
dragen, is vanaf de ailereerste stap <strong>in</strong><br />
het ontwikkeitngsproces ontworpen met<br />
hulp van Davids en. zoals de naam van<br />
de schoen al suggereert, met Davids<br />
kenmerkende speelstijl <strong>in</strong> het<br />
Viral Market<strong>in</strong>g<br />
A new form of <strong>market<strong>in</strong>g</strong> which is grow<strong>in</strong>g<br />
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ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
New <strong>market<strong>in</strong>g</strong> <strong>world</strong><br />
Customers are bombarded with too many<br />
fragmented messages<br />
Lower attention spans<br />
Communications elements cannot be operated<br />
as orphans<br />
More technological possibilities<br />
Relationships not br<strong>and</strong> image<br />
.;& Bullet<strong>in</strong> International<br />
Enter the corporate portal<br />
L<strong>in</strong>e between <strong>market<strong>in</strong>g</strong> <strong>and</strong> fulfill<strong>in</strong>g is blurred<br />
Potential to forge powerful <strong>relations</strong>hips through<br />
<strong>in</strong>teractivity<br />
Ability to monitor perceptions<br />
Strength of community is key to success<br />
Information can grow organically<br />
^ Bullet<strong>in</strong> International<br />
Who are you talk<strong>in</strong>g to?<br />
Target audiences
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Susta<strong>in</strong>ed television campaign<br />
Nearly 400 reports '~~-«m<br />
"the future OLM0M»MM<br />
* Bullet<strong>in</strong> <strong>in</strong>ternational
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J^ Rolls-Royce<br />
Bus<strong>in</strong>ess to Bus<strong>in</strong>ess communications<br />
nearly § hours TV coverage<br />
284 broadcast reports<br />
230 million audiences<br />
First, analyse all <strong>in</strong>teraction<br />
•£ Bullet<strong>in</strong> HMMMHHl<br />
Chart your content strategy<br />
Assess usage habits to develop optimal navigational<br />
structure<br />
Identify experience-enhanc<strong>in</strong>g tools/apps<br />
Create a seamless br<strong>and</strong> experience<br />
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10
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See every <strong>in</strong>teraction as a build-up to your<br />
customer's experience with your company<br />
Br<strong>and</strong>-led approach to technology<br />
In conclusion<br />
Marry real <strong>world</strong> <strong>and</strong> virtual communications<br />
Th<strong>in</strong>k experience, not image<br />
El
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DAY TWO<br />
30 June 2000
ATTENTION: The S<strong>in</strong>gapore Copyright Act applies to the use of this document. <strong>Nanyang</strong> Technological University Library<br />
MEDIA CONVERGENCE &<br />
COMPETITION<br />
By:<br />
Paddy Costanzo<br />
CPK Communications<br />
Australia<br />
Jon Griff<strong>in</strong><br />
Novocom Asia<br />
S<strong>in</strong>gapore
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