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1、THE POWERFUL ROLE OF PR IN BRANDING AND MARKETINGCase Study,Concepts,and Debatable IdeasKenny OngCNI Holdings Berhad,www.myCNI.com.my,www.OOBEY.com,Intro:CNI,20 years oldCore Business:MLMOthers:Contract Manufacturing,F&B Retail,Export/Trading,eCommerce,Shared ServicesMalaysia,Singapore,Brunei,Indone
2、sia,India,China,Hong Kong,Philippines,Italy,Taiwan,Oman,United States,VietnamStaff force:500Distributors:200,000Products:Consumer Goods and Services,Way back in 2004,Thomas Cup,Indonesia,Now in 2007,CNI Beemax Factory Visit,ChinaTop LeadersProduct DevelopmentMedia,Evolution of Public Relations,Have
3、we really changed that much?,www.myCNI.com.my,www.OOBEY.com,PR back then,18th century:press relations,lobbying and,celebrity campaigning,World War I:U.S.publicity,1920s:Tobacco Industry,Source:W,And now,13th April 2009Two Dominos employeesYouTubeApology from Dominos after 48 hours1 million hitsTwitt
4、er:questions on silenceLinkedIn:suggestions by users in forum,BusinessWeek,May 4,2009,Role Of PR in the OLD DAYS?,helping find or create great stories,translating stories into the language that the right audience can understand,using the best tools to reach those audiences,listening the to feedback
5、and echoes the stories create,engaging in the appropriate way,andGatekeeper(unfortunately),Changed?,CSRIRWeb 2.0Crisis CommBrandingCorporate ReputationMarketingMedia Relations,StoriesTranslationReachListeningEngagingGatekeeper,NOT changed?,CSRIRWeb 2.0Crisis CommBrandingCorporate ReputationMarketing
6、Media Relations,StoriesTranslationReachListeningEngagingGatekeeper,The ROLE,Changed?,What has been the Biggest change expectation?,The role of PR as“Value Creator”,But how do we do it?,Branding,And what this means to Public and Media Relations,www.myCNI.com.my,www.OOBEY.com,Why is PR important to Va
7、lue?,Funds BrandIntelligenceBusiness,Why is PR important to Value?,Funds BrandIntelligenceBusiness,Communication to bring in the Funds,Why is PR important to Value?,Funds BrandIntelligenceBusiness,Communication to bring in the Sales,Why is PR important to Value?,Funds BrandIntelligenceBusiness,Commu
8、nication to bring in the Sales,Importance:Brand,PR is a key component of corporate Branding due to its direct influence on:Multiple parties(Investors)These parties are either our Branding targets or has influence on our branding targetsBrand Story,The real goal of Marketing and Branding,Understandin
9、g PRs role in the whole scheme of things,www.myCNI.com.my,www.OOBEY.com,What is the purpose of Marketing&Branding?,Ultimate Objective of Marketing:“Get more people,to buy more things,more frequently,at higher prices.”,Sergio Zyman,“Retention and Loyalty are useless if No Conversion is happening.”,ww
10、w.myCNI.com.my,www.OOBEY.com,What is the purpose of Marketing&Branding?,“Retention and Loyalty are useless if No Conversion is happening.”,“Comm(PR)is useless if No Conversion is happening.”,www.myCNI.com.my,www.OOBEY.com,Problem,“In business after business,60%to 80%of lost customers reported on a s
11、urvey just prior to defecting that they were satisfied or very satisfied.”,HBR March/April 1996,www.myCNI.com.my,www.OOBEY.com,What is the Objective?,Ultimate Objective of Marketing:“Get more people,to buy more things,more frequently,at higher prices.”,Sergio Zyman,“Retention and Loyalty useless if
12、No Conversion is happening.”,www.myCNI.com.my,www.OOBEY.com,What is the Objective?,Loyalty is UselessVirtual Consumption vs.Real Consumption,www.myCNI.com.my,www.OOBEY.com,What is the Objective?,Loyalty is misleadingHeavy Consumption LoyaltyLoyalty Heavy Consumption,www.myCNI.com.my,www.OOBEY.com,Wh
13、at is the Objective?,Comm=Relationship(something like Dating)Comm Media glitz Comm ATL/BTL/BwTL/ArTL/FTLComm CSRComm=Get more people,to buy more,more frequently,at higher prices,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,Communication,www.myCNI.com.my,www.OOBEY.com,T
14、he Four Roles of PR in Branding,Why we are important to the branding process,www.myCNI.com.my,www.OOBEY.com,The Four Roles of PR in Branding,Integrate Communications(Consistency)Feed you,Feed meExternal CommunicationsBad News,www.myCNI.com.my,www.OOBEY.com,Role 1:Consistency Integration,The Four Rol
15、es of PR in Branding and why we are important to the branding process,www.myCNI.com.my,www.OOBEY.com,What to Integrate?,www.myCNI.com.my,www.OOBEY.com,Communications Integration and Consistency,Communications,Internal,External,Mgmt,Distributors,Suppliers,Proactive,Reactive,Proactive,Reactive,COMM To
16、ols,COMM Tools,www.myCNI.com.my,www.OOBEY.com,Employees,Alignment&Consistency,USP,Market Discipline,Profit Model,GoogleAir AsiaTata Nano,Alignment&Consistency,They are the most innovativeConstantly renewing and creativeAlways on the leading edge,A great deal!Excellent/attractive priceMinimal acquisi
17、tion cost and hassleLowest overall cost of ownershipA no-hassles firmConvenience and speedReliable product and service,Exactly what I needCustomized productsPersonalized communicationsTheyre very responsivePreferential service and flexibilityRecommends what I needIm very loyal to themHelps us to be
18、a success,Product Leadership,OperationalExcellence,CustomerIntimacy,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost producer),Ref:The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market D
19、isciplines,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost producer),Ref:The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market Disciplines,Operational Excellence(low cost producer),Ref:
20、The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency:Market Disciplines,Operational ExcellenceCompetitive priceError free,reliableFast(on demand)SimpleResponsiveConsistent information for allTransactionalOn
21、ce and Done,Customer IntimacyManagement by FactEasy to do business withHave it your way(customization)Market segments of oneProactive,flexibleRelationship and consultative sellingCross selling,Product LeadershipNew,state of the art products or servicesRisk takersMeet volatile customer needsFast conc
22、ept-to-counterNever satisfied-obsolete own and competitors productsLearning organization,Alignment&Consistency:Disciplines,Priorities,and KPIs,www.myCNI.com.my,www.OOBEY.com,The McPlaybook*,Make it easy to eat50%drive-thruMeals held in one hand,Make it easy to prepareHigh TurnoverTasks simple to lea
23、rn&repeat,Make it quick“Fast Food”Tests new products for Cooking Times,Make what customers wantProwls market for new productsMonitored field tests,*Adapted from:Businessweek,Februrary 5th 2007,www.myCNI.com.my,www.OOBEY.com,Operational Excellence(low cost producer),Ref:The Discipline of Market Leade
24、rs,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Consistency,Operational Excellence(low cost producer),Ref:The Discipline of Market Leaders,Michael Treacy 1995,Product Leadership(best product),Customer Intimacy(best total solution),Alignment&Co
25、nsistency,HP well-balanced portfolio,mass customization,Acer super lean cost structure,aggressive pricing,Apple powerful products,premium pricing,limited range,Still Doing well in 2009,Alignment&Consistency:Business Model,USP,Market Discipline,Profit Model,Alignment&Consistency:The 6 Sins of Greenwa
26、shing,Sin of the Hidden Trade-OffSin of No ProofSin of VaguenessSin of IrrelevanceSin of FibbingSin of Lesser of Two Evils,Study by:TerraChoice,December 2007,www.myCNI.com.my,www.OOBEY.com,Role 2:Feed you,Feed me,The Four Roles of PR in Branding and why we are important to the branding process,www.m
27、yCNI.com.my,www.OOBEY.com,Integrating Internal/External,Internal,External,Feed,Feed,www.myCNI.com.my,www.OOBEY.com,Integrating Internal/External,InternalHalal CommitteeSocial Education(e.g.SCK)Umrah tripChina TripRBOSCFA/HFACoffee Van,ExternalSponsorshipDonationsNews clippingsNewspaper AdsMHIAwardsC
28、orporate ProfileAGMGov.CelebrityAnalyst research,www.myCNI.com.my,www.OOBEY.com,Integrating Internal/External,InternalEntrepreneur Dev.Health productsHealth education“Made in Malaysia”EventsMedia Celebrity,ExternalWebsiteDSAMYayasanPublish BookSocial EducationCrisis CommChildren EducationNational in
29、terestAnalyst BD connections,www.myCNI.com.my,www.OOBEY.com,Role 3:External Communication,The Four Roles of PR in Branding and why we are important to the branding process,www.myCNI.com.my,www.OOBEY.com,Communications Integration,Communications,Internal,External,Mgmt,Distributors,Suppliers,Proactive
30、,Reactive,Proactive,Reactive,COMM Tools,COMM Tools,www.myCNI.com.my,www.OOBEY.com,Employees,Audiences,Institutional,Fund Managers,Corporations,Sovereign Funds,VCs,NGOs,Non-Profit Org,Financial(Loans),JV Partners,M&A,Social VCs,Holding Co.,HQ(MNC),Gov VCs,Supply Chain,Government,PFI,Competitors,Franc
31、hisees,Audiences,Individuals,Investors,Employees,Shareholders,Customers,Distributors*,Management,How do External Parties get their INFO?(1/2),Institutional,Gov./Politics,Customers,Suppliers,Economics,AGM,Market Research,Internet*,Annual Report,Media,Analysts,Fund Managers,Due Diligence,NGOs,Newslett
32、er,Spokespersons,www.myCNI.com.my,www.OOBEY.com,How do External Parties get their INFO?(1/2),Institutional,Gov./Politics,Customers,Suppliers,Economics,AGM,Market Research,Internet,Annual Report,Media,Analysts,Fund Managers,Due Diligence,NGOs,Newsletter,Spokespersons,www.myCNI.com.my,www.OOBEY.com,Ho
33、w do External Parties get their INFO?(2/2),Individuals,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet*,Annual Report,Media,Analysts,Fund Managers,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,How do External Parties
34、 get their INFO?(2/2),Individuals,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet,Annual Report,Media,Analysts,Fund Managers,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,How not to talk to Individuals,“The holder of
35、 a CAB certificate may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate.Upon compliance with such procedures relating thereto as may be prescribed by the Board,the holder may,in
36、 addition to the services hereinabove expressly prescribed,regularly serve a point named herein through any airport convenient thereto.”,Civil Aeronautics Board,1977,www.myCNI.com.my,www.OOBEY.com,How not to talk to Individuals,“It has been determined not to be in the public interest that United Air
37、lines continue to provide air transportation services between San Diego and San Antonio”,“I forbid United Airlines to fly between San Diego and San Antonio”,www.myCNI.com.my,www.OOBEY.com,What topics interest External Parties?,www.myCNI.com.my,www.OOBEY.com,What topics interest External Parties?,www
38、.myCNI.com.my,www.OOBEY.com,What Events impact External Parties?,www.myCNI.com.my,www.OOBEY.com,What Events impact External Parties?,www.myCNI.com.my,www.OOBEY.com,Role 4:Corporate Reputation,Good News,Bad News.Who cares?,www.myCNI.com.my,www.OOBEY.com,Challenges of Public Relations,Stake-vs.Share-h
39、older*Public OpinionsIndirect Stakeholders NGOs,Community Activists,Online NetworksIncreasing focus on ecological,social,ethical issuesDiverged expectations for same issueWeb 2.0,What to do with Excessive Cash?Superficial changes vs.Fundamental ChangesInvestors depend on hearsay vs.factsShare Price
40、MarketR&D/M.S./HR vs.Investor ExpectationsOpposing Expert viewsOperational Risk-Reputational Risks,www.myCNI.com.my,www.OOBEY.com,PR Challenges,“Good news for stockholders can be bad news for other stakeholders.”Gregory Miller,Assoc.Prof.,Harvard Business School.,www.myCNI.com.my,www.OOBEY.com,Audie
41、nces Good News?Bad News?,money saved by tough bargaining with a union announcing a dividend:to employeesannouncing a dividend:to environmentalistssetting up Diversified business,Refer Attachment 1-Building Trust with One Group Can Destroy Trust with Another,www.myCNI.com.my,www.OOBEY.com,Good News v
42、s.Controllability,Can Control,Cannot Control,Internal Attribution,External Attribution,www.myCNI.com.my,www.OOBEY.com,?,Bad News vs.Controllability,Can Control,Cannot Control,Internal Attribution,External Attribution,www.myCNI.com.my,www.OOBEY.com,Stakeholders vs.Reputation Communications,www.myCNI.
43、com.my,www.OOBEY.com,Media-specific Reputation Communications,www.myCNI.com.my,www.OOBEY.com,Media Options for Brand Building,Old media,New media and everything in between,www.myCNI.com.my,www.OOBEY.com,COMMUNICATION ARCHITECTURE,BRAND POSITIONING,“Tagline”,KEY SUPPORTINGMESSAGES,KEY MESSAGES SPECIF
44、IC TO INTERNAL/EXTERNAL SEGMENTS,EMPLOYEES,Image Development,KEY SEGMENTS,TARGET GROUPS,SPECIFIC SEGMENT,KEY MESSAGES,Who am I?What do I offer?Support?End benefit(s)Tagline:,www.myCNI.com.my,www.OOBEY.com,Touch Points,Corporate Brand,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet*,
45、Annual Report,Media,Analysts,Ex-employees,Relatives,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,Touch Pointsl,Corporate Brand,Gov./Politics,Customers,Public Events,Economics,AGM,Ads,Internet,Annual Report,Media,Analysts,Ex-employees,Relative
46、s,Friends,Pasar Malam,Employees,Employee Bloggers,Mgmt Actions,Newsletter,www.myCNI.com.my,www.OOBEY.com,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Mass Traditional,In-home,Out-Of-HomeMass Unconv
47、entionalMass Online,www.myCNI.com.my,www.OOBEY.com,Refer Attachment 2,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Mass Targeted ConventionalMass Targeted OnlineE.g.Annual Reports,Analyst Briefings
48、,IR Roadshows,IR Website,www.myCNI.com.my,www.OOBEY.com,Refer Attachment 2,The Right Tools for the Job,Reach of Communication,Quality/Intensity of Communication,Personal(exp),Personal(info),Impersonal(info),Individual,Mass,Individual Targeted ConventionalIndividual Targeted Online,www.myCNI.com.my,w
49、ww.OOBEY.com,ContestsOne-on-One,Refer Attachment 2,New Mediums additional info,Refer:Attachment 3-How to use Twitter to mitigate a crisisAttachment 4-Template For Social Media Press ReleaseAttachment 5-Three Types of Social Media,Summary,www.myCNI.com.my,www.OOBEY.com,“in the past 18 months,we have
50、heard that profit is more important than revenue,quality is more important that profit,people are more important than profit,customers are more important than our people,big customers are more important than small customers,and that growth is the key to our success.No wonder our performance is incon
