YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 20.1]

Đức Hiệp + Ngọc Khánh + Phúc Hậu + Trường Liêm

4. FEATURE ARTICLES

500–2,000 words, are

published in magazines, be

credited to an organization.

Discuss technical or

business developments in an

industry, share the results of

research…

Allow companies to

demonstrate their expertise

and professional leadership

1. EDITORIAL

an expression of opinion using

text and images in a

publication to make an article,

feature, story or short piece.

Written by the editor of

newspaper, companies can

not edit the content

2. TESTIMONIAL

Written recommendation from a celebrity or

satisfied consumer affirming the performance,

quality or value of product/service

3. ADVERTORIALS

is a paid-for feature that has

the 'look and feel' of an

editorial.

The article will have the words

'promotion' or 'advertorial' at

the top of the page.

The primary purpose is to

promote products and

services.

5. WEBSITE

Is a digital tool that provides information about

the organization and promote the product or

building brand image.

6. INFLUENCERS/KOLS

Someone who carries influence over others in their

purchasing decisions. Now we’re seeing it’s not just

celebrities, but everyday social media user who

influences others.

30 POPULAR PR TACTICSStrategy- a plan designed to achieve a particular long term aim

Tactics – it is a skillful device or method used to implement a strategy

10. FORUM SEEDING

Putting seeds on the forums,

on the blog-sphere…with the

aim to spread the client’s

business through word of

mouth, get feedback…

Create a public opinion, a

tendency, even pose a big

influence on consumers’

intention.

7. TV REALITY TELEVISION

A genre of TV program that

documents supposedly

unscripted real-life situations.

Often features an otherwise

unknown cast of individuals

who are typically not

professional actors, although in

some shows celebrities may

participate

8. PRESS RELEASES

are concise, written documents announcing

current, newsworthy topics that are distributed to

print, television, or radio outlets.

9. NEWS FEATURES

when a complete story is reported by the media, which

thoroughly views issues from all angles.

The stories are based on facts and truth and not

rumors and speculations

11. A VIRAL VIDEO

is spread rapidly through online sharing.

Can receive millions of views as they are shared

on social media sites, reposted to blogs, sent in

emails and so on.

30 POPULAR PR TACTICS

12. LEAFLET

a small flat or folded sheet

of printed matter, as an

advertisement or notice,

usually intended for free

distribution

16. SEO/SEM

involves the promotion of websites by increasing their

visibility in search engine results pages (SERPs)

primarily through paid advertising.

13. COVER STORY

A story in a magazine whose subject matter appears on

its front cover

14. SPECIAL COLUMN

A column is a recurring piece or article in a

newspaper or other publication, where a writer

expresses his/her own opinion in few columns

allotted to him by the newspaper organisation

15. TV INFOMERCIAL

A short or regular-length

television program that

combines information

presentation with an

integrated suggestion to

buy a particular product or

service

17. PHOTO ESSAY

a set or series of photos that are made to create

series of emotions in the viewer. A photo essay will

often show pictures in deep emotional stages.

18. SPONSORSHIP

Is directed to public works to develop and promote the

image of the business, attracted the public's goodwill by

putting money into a program/event performed by other

organizations .

30 POPULAR PR TACTICS

22. EDITORS' CHOICE

Editors enrich their journal articles by writing a

recommendation illustrating why they have given these

articles exclusivity.

19. PRESS CONFERENCE

A media event in which newsmakers invite journalists to

hear them speak and, most often, ask questions. A joint

press conference instead is held between two or more

talking sides.

20. VIDEO

To communicate messages with emotion through

visuals. Good for town meetings, new employee

education, fundraising projects, special events, etc.

21. SPEAKING ENGAGEMENT

A talking to reach a target audience, establish the

speaker as an expert and build credibility for the

speaker and the hospital.

30 POPULAR PR TACTICS24. POSTCARDS

Generally are addressed to individuals , usually by

name, include brief message. It may replace other

tactics because it’s possible to obtain a mailing lists

of members of the key publics .

Organizations use it to drive traffic to their websites

23. CATALOG

are books or brochures aimed at consumer

publics, generally with an inventory of items

available for purchase

25. MEMORANDUM/MEMO

a brief written message

addressed to an individuals

or to a group of people.

Memos are good PR vehicle

for communicating with

colleagues, media

gatekeepers or members of

key publics

26. LEETER

A form letter addressed to

individuals. Marketing

letters are direct-mail

pieces sent by businesses

for advertising purposes

30 POPULAR PR TACTICS

27. RADIO

One of the benefits of radio is its mobility – a positive

quality in that it can travel with people

28. NEWSLETTER

To regularly update a variety

of target audiences about

the happenings at company.

Good way to establish and

maintain community support

for the hcompany and

services.

29. IN-HOUSE

MAGAZINE

I

s produced by

organization for its

employees and that

usually deals with subjects

relating to the organization

30. BOOK

When a brand becomes really famous or iconic, they

aim to expand and maintain their brand love, Books

which produced by this brand can be a good tactic for

PR

What are the essential metrics to evaluate PR campaign?

Share of voice.Share of voice is the percentage of media coverage and conversations about your brand, compared

against those of your competitors. By analyzing your share of voice you can gain the necessary insights to

help make more informed ROI evaluations and strategic planning decisions. SOV can be measured by

Quantitative - the number of times your company was mentioned as a % of total industry mentions

Outputs, Outtakes, Outcomes- Outputs is the total number of stories, articles or mentions in the media, the number of impressions, or the

number of website visitors

- Outtakes are the extent to which the audience understands, comprehends, recalls & retains the

messaging. Analysis of media coverage, online tracking of comments, and feedback & engagement with

audiences, are all ways that PR outtakes can be effectively measured

- Outcomes are the extent to which PR has changed audience awareness, opinion & behaviour. PR

outcomes may be an increase in sales, brand loyalty, and/or changes in public opinion & behaviour

Percentage of conversations with one or more key messages. The PR campaign’s message might be an initiative, campaign, new product or an actual message. But

regardless of how you define “message” track the percentage of items that contain a key message.

Media, blogger, and influencer scoring.

Different campaigns have different goals, so it’s important to assign value for every campaign. Consider the

direct influence on your consumer, reach or circulation, and the ability to drive leads.

Net increase in share of desirable media coverage.Measure all conversations about your brand, products, or organization and rate them either desirable or

undesirable. How many of the target audience would see the coverage & the quality of these audiences.

Was the coverage positive, negative or neutral?

What are the essential metrics to evaluate PR campaign?

A STUNT is something interesting that is done in order to attract attention and get publicity for the

person or company responsible for it

A PR STUNT (or Publicity stunt) is a planned event by marketers to gain exposure and public’s attention for

a company, a person or a brand/product. PR stunt should be able to create talkability

WHAT IS A PR STUNT?

!!! PR stunt may have bad side effects so you need to manage it !!!

HOW TO CREATE A PR STUNT

Tap in censored businessArouse a controversyBreak the ruleUsing influencersEmploy new technologyLeverage marketing message in various channelsCreate creditable and meaningful messagesInteract with the audienceCreate emotional bonding with brandDiscover an inconvenient truthBEVERAGE

FOR THOUGHT

Try these

UBERMOVE

Place: Ho Chi Minh city

Objective: Promote for Biti’s Hunter, refresh Biti’s to consumersand build brand love for UBER

Brand:

Time: April Fool’s Day 2016

Description:Before April Fool’s Day, a clip was aired on Facebook, announcingthat a brand new product with the coperation of Biti’s and Uberwas going to be released, which turned out to be a funny prank.Specifically, on this day, if the people using Uber service withhash tag #Ubermove, they would have a chance to receive asurprising gift from Biti’s, that is a pair of Biti’s Hunter and theservice of papercar. The key message is “let’s make the trafficless busy, the city greener and your health better by walking withthe super light Biti’s Hunter.

Result:A lot of people shared the video, which earned over 200k viewson FacebookMany participate in the campaign and share their gift

Insight:People are becoming too much dependent on convenientservice such as Uber or Grab, making them lazy and less willingto walk in a pair of shoes. This is partly because their shoes isnot light enough.

#1

WORLD’S TOUGHEST JOB

Place: Online

Objective: Promote Greeting cards for Mother’s Day 2014

Brand:

Time: Mother’s Day 2014

Description: They created a FAKE job with the title “Directorof operations” and post it online and in newspapers and helda real interview. The requirements are simply brutal with norewards such as working 365 days a year and 24/7 withoutbreak or vacation. 24 people inquired and interviewed viawebcam were overwhelmed with emotion to find out the jobwas actually MOMs.

Result:The clip itself gained 26 million views on YoutubeAmerican Greetings' Cardstore’s orders increased by 20%The campaign won Grand Effie and four Gold awardsA lot of people share the videos and high earned media

Insight:Most people tend to take Mom’s efforts for granted and arenot very willing to show their love even on Mother’s Day. Thuswhen it is illustrated by numbers, in the form of a job, it cameto them as a shock.

#2

Samsung might have had an inkling - thebrand paid a reported $20 million to get theOscars host to stage the selfie.The picture, taken by actor Bradley Cooper andfeaturing Meryl Streep, Jennifer Lawrence, BradPitt, and Kevin Spacey,

ELLEN’S OSCAR SELFIE

Place: Academy Award 2014

Objective: Promote for Samsung Galaxy Note 3

Brand:

Time: Academy Award 2014

Description:

Result: was retweeted on Tweeter more than 2million times before the ceremony ended; 32.8million people saw it, making it the mostretweeted photo in the world

Insight: People just feel excited to see their idolsand celebrities (real-time as they are watching thelive show) having fun doing things like them - selfie

#3

Thank you.