Hello gang...I miss you all lah!!!.. Didn't realise that I would be missing you all just during a one week break.. But I do.. Cant wait to see you all tomorrow for updates on campaign and juicy gossips from your holiday.. hehehe.. please share juicy gossips ya.. HAHAHAA!!!.. Anyway, I am so proud to say that PR 2 campaign is receiving more and more support on FB.. Bravo guys and gals!!.
So, what did I do during the break? I worked.. and worked and worked more.. hehehe.. yes, I was busy with two different PR work for the same company.. so, in a week I had helped organise press for two events.. one for the announcement of amaxAV (mobileTV) soon to launch in Malaysia.. and also the launch of amaxCity at Tech Park Malaysia.. I am so thankful that media turn out was great for both events.. Alhamdullilah..
Tomorrow will be the presentation of our campaigns to SEGIUC.. I hope all group leaders are ready.. I know you will all do great!.. See you all tomorrow..
Eena
Tuesday, February 23, 2010
Wednesday, February 10, 2010
PR & Performance
PR & Performance
Success In PR
How to Measure PR Performance within a corporate body and Campaign
Tips to ensure effective PR
Know your brand/ company or campaign you are working with.
Identify the appropriate media to invite for your event/brand.
Identify the key points you wish to highlight regarding you brand or campaign.
cont.
Research and development of the campaign or product from all various medias. Look at foreign and local trends of the product, brand or campaign.
Ensure a well-written, informative and easily read Press release is sent out to the appropriate media.
Organise a media launch or campaign to support your PR strategy.
How do you define publicity success or failure?
There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts. 1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs? 2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.
Cont.
3. The third point is when articles are actually published or when your interviews have been conducted. 4. The fourth point is when you determine whether enough of the right people respond to your message. 5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”
How to measure PR performance?
1) DOLLAR VALUE RESULT (DVR)
By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?
2) MEDIA COVERAGE INDEX (MCI)
Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?
cont.
Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.
3) SHARE OF VOICE RANKING (SOV)
The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.
Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.
cont.
A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.
A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.
Twitter PR Case Study Success Story
Using Twitter and Viral Marketing For Public Relations Outreach
How Tweets Were Used:
a) Client informative
b) Call to action to book actual interviews
c) Marketing driven – generate foot traffic to booth
Successes
Twitter resonated with the online media community more so than with “traditional” media outlets.
Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.
Discussion
How to ensure your PR strategies result in a successful PR campaign?
Name brands or companies you know or read with successful PR methods. What did they do?
Success In PR
How to Measure PR Performance within a corporate body and Campaign
Tips to ensure effective PR
Know your brand/ company or campaign you are working with.
Identify the appropriate media to invite for your event/brand.
Identify the key points you wish to highlight regarding you brand or campaign.
cont.
Research and development of the campaign or product from all various medias. Look at foreign and local trends of the product, brand or campaign.
Ensure a well-written, informative and easily read Press release is sent out to the appropriate media.
Organise a media launch or campaign to support your PR strategy.
How do you define publicity success or failure?
There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts. 1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs? 2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.
Cont.
3. The third point is when articles are actually published or when your interviews have been conducted. 4. The fourth point is when you determine whether enough of the right people respond to your message. 5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”
How to measure PR performance?
1) DOLLAR VALUE RESULT (DVR)
By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?
2) MEDIA COVERAGE INDEX (MCI)
Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?
cont.
Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.
3) SHARE OF VOICE RANKING (SOV)
The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.
Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.
cont.
A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.
A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.
Twitter PR Case Study Success Story
Using Twitter and Viral Marketing For Public Relations Outreach
How Tweets Were Used:
a) Client informative
b) Call to action to book actual interviews
c) Marketing driven – generate foot traffic to booth
Successes
Twitter resonated with the online media community more so than with “traditional” media outlets.
Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.
Discussion
How to ensure your PR strategies result in a successful PR campaign?
Name brands or companies you know or read with successful PR methods. What did they do?
Monday, February 8, 2010
Assignment Brief Media Relations & Publicity
Assignment Brief – Media Relations and Publicity
Coursework: Community Service Awareness Campaign
Weightage: 70% (see breakdown below).
Due date: In class, Week 5 (Feb, 10th 2010) and 11 (30 March 2010)
Brief: Community Service Awareness Campaigns are public service events which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a-long.
Requirements: In groups, you are required to creatively come up with an integrated campaign on a community service message of your choice. Each group must complete these components below:
1. A thorough media plan (10%) and a pitch (5%)
- Must be presented and approved on week 5
2. Blog entries on Campaign Blog (5%)- Individual
3. 2 executions of campaign
a. Video News Release (VNR) for Newscast (20%)
b. Pre & Post Press Release (20%)
c. Media Relations on event day (5%)
Bonus marks (5%)
- Will be given to the class if event receives media coverage on event.
You are required to present your campaign on week 11.
Submission: 1. A CD containing the
a. The media plan proposal
2. CD – Video News Release (pre & post)
3. A printed copy of press release (including copy of photos).
Coursework: Community Service Awareness Campaign
Weightage: 70% (see breakdown below).
Due date: In class, Week 5 (Feb, 10th 2010) and 11 (30 March 2010)
Brief: Community Service Awareness Campaigns are public service events which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a-long.
Requirements: In groups, you are required to creatively come up with an integrated campaign on a community service message of your choice. Each group must complete these components below:
1. A thorough media plan (10%) and a pitch (5%)
- Must be presented and approved on week 5
2. Blog entries on Campaign Blog (5%)- Individual
3. 2 executions of campaign
a. Video News Release (VNR) for Newscast (20%)
b. Pre & Post Press Release (20%)
c. Media Relations on event day (5%)
Bonus marks (5%)
- Will be given to the class if event receives media coverage on event.
You are required to present your campaign on week 11.
Submission: 1. A CD containing the
a. The media plan proposal
2. CD – Video News Release (pre & post)
3. A printed copy of press release (including copy of photos).
Assignment Brief PR1
Assignment Brief – Public Relations I
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 6 (24 February 2010), Week 13 ( 7 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your campaign, you are required to
prepare a proposal in regards to campaign idea. You will need to include your task and what strategies you have thought of in executing your event ideas.
Individually you will need to submit a press release prior to the campaign and a separate report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work—
3. Individual Press Release 5%
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Mini campaign implementation (Group work) 40%
2. Campaign Report (Individual) 5%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : Printed copy of individual Press Release.
CD containing the power point Proposal.
A printed report based on the event/campaign.
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 6 (24 February 2010), Week 13 ( 7 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your campaign, you are required to
prepare a proposal in regards to campaign idea. You will need to include your task and what strategies you have thought of in executing your event ideas.
Individually you will need to submit a press release prior to the campaign and a separate report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work—
3. Individual Press Release 5%
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Mini campaign implementation (Group work) 40%
2. Campaign Report (Individual) 5%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : Printed copy of individual Press Release.
CD containing the power point Proposal.
A printed report based on the event/campaign.
Ammended Assignment Brief PR2
Assignment Brief – Public Relations II
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 5 (10 February 2010), Week 13 ( 3 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Individually you will need to submit a report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work--
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Campaign implementation (Group work) 40%
2. Campaign Report (Individual) 10%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : CD containing the power point Proposal.
A printed report based on the event/campaign.
Coursework: Community Service Awareness Campaign
Weightage: 70%
Due date: In class, Week 5 (10 February 2010), Week 13 ( 3 April, 2010)
Brief: Community Service Awareness Campaigns are public service events
which is held to create awareness in relations to specific topics and particular target audience. Campaigns can be based on brand, corporate social responsibility and government agencies that which to highlight particular issues to the community. For example, 1 Malaysia, Air Asia’s Everyone Can Fly Now and TM’s “Through My Window” mass sing-a- long.
Requirements: In groups specific to your task for the campaign, you are required to
prepare a proposal in regards to your task and what strategies you have thought of in executing your ideas. For example, the Events team should prepare a complete proposal of things/ideas they wish to execute in regards to the campaign and how they are going to make it happen.
Individually you will need to submit a report based on your assessment of the campaign and its outcome.
Assignment 1:
1. A power point proposal 10%
2. Presentation of Proposal 5%
--Group work--
(Bonus marks (5%) will be given if your proposal contains relevant
creative ideas, research and execution methods which is suitable to the
campaign idea.)
Assignment 2:
1. Campaign implementation (Group work) 40%
2. Campaign Report (Individual) 10%
(A successful campaign will result in receiving distinction in campaign
implementation.)
Note: You are required to present your proposal in class in Week 5. Campaign report to be submitted Week 12.
Submission : CD containing the power point Proposal.
A printed report based on the event/campaign.
Saturday, February 6, 2010
A quick note about my FB...:)
Hey you all..
Okay just a quick note that I wont be adding any students I am currently teaching on my FB.. Hope you all dont mind ya.. only because I would like to keep some things private for now.. I however will share anything you want to talk about on this blog.. So sorry dears...Jangan merajuk tau.. hehehe.. see you in class...
Note to class PR 2 & Media Relations:
I have a small request, can we move class on 23rd Feb to Monday, 22nd Feb? I kinda have a work thing to attend.. I dont want to cancel class as every class is important to me... so, do think about it and let me know k..
Eena
Okay just a quick note that I wont be adding any students I am currently teaching on my FB.. Hope you all dont mind ya.. only because I would like to keep some things private for now.. I however will share anything you want to talk about on this blog.. So sorry dears...Jangan merajuk tau.. hehehe.. see you in class...
Note to class PR 2 & Media Relations:
I have a small request, can we move class on 23rd Feb to Monday, 22nd Feb? I kinda have a work thing to attend.. I dont want to cancel class as every class is important to me... so, do think about it and let me know k..
Eena
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