1、THE POWERFUL ROLE OF PR IN BRANDING AND MARKETING Case Study, Concepts, and Debatable IdeasKenny Ong CNI Holdings Berhad,www.myCNI.com.my,www.OOBEY.com,Intro: CNI,20 years old Core Business: MLM Others: Contract Manufacturing, F&B Retail, Export/Trading, eCommerce, Shared Services Malaysia, Singapor
2、e, Brunei, Indonesia, India, China, Hong Kong, Philippines, Italy, Taiwan, Oman, United States, Vietnam Staff force: 500 Distributors: 200,000 Products: Consumer Goods and Services,Way back in 2004,Thomas Cup, Indonesia,Now in 2007,CNI Beemax Factory Visit, China Top Leaders Product Development Medi
3、a,Evolution of Public Relations,Have 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 2009 Two Dominos employees YouTube Apology
4、 from Dominos after 48 hours 1 million hits Twitter: questions on silence LinkedIn: 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 t
5、ools to reach those audiences, listening the to feedback and echoes the stories create, engaging in the appropriate way, and Gatekeeper (unfortunately),Changed?,CSR IR Web 2.0 Crisis Comm Branding Corporate Reputation Marketing Media Relations,Stories Translation Reach Listening Engaging Gatekeeper,
6、NOT changed?,CSR IR Web 2.0 Crisis Comm Branding Corporate Reputation Marketing Media Relations,Stories Translation Reach Listening Engaging Gatekeeper,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
7、to Public and Media Relations,www.myCNI.com.my,www.OOBEY.com,Why is PR important to Value?,Funds Brand Intelligence Business,Why is PR important to Value?,Funds Brand Intelligence Business,Communication to bring in the Funds,Why is PR important to Value?,Funds Brand Intelligence Business,Communicati
8、on to bring in the Sales,Why is PR important to Value?,Funds Brand Intelligence Business,Communication 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
9、 influence on our branding targets Brand Story,The real goal of Marketing and Branding,Understanding 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 frequent
10、ly, at higher prices.”,Sergio Zyman,“Retention and Loyalty are useless if No Conversion is happening.”,www.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.”,
11、www.myCNI.com.my,www.OOBEY.com,Problem,“In business after business, 60% to 80% of lost customers reported on a survey 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
12、more people, to buy more things, more frequently, at higher prices.”,Sergio Zyman,“Retention and Loyalty useless if 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
13、 Objective?,Loyalty is misleadingHeavy Consumption Loyalty Loyalty Heavy Consumption,www.myCNI.com.my,www.OOBEY.com,What is the Objective?,Comm = Relationship (something like Dating) Comm Media glitz Comm ATL/BTL/BwTL/ArTL/FTL Comm CSR Comm = Get more people, to buy more, more frequently, at higher
14、prices,www.myCNI.com.my,www.OOBEY.com,Components of Branding,Positioning,Execution,Communication,www.myCNI.com.my,www.OOBEY.com,The 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 (Cons
15、istency) Feed you, Feed me External Communications Bad News,www.myCNI.com.my,www.OOBEY.com,Role 1: Consistency Integration,The Four Roles 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
16、 Integration and Consistency,Communications,Internal,External,Mgmt,Distributors,Suppliers,Proactive,Reactive,Proactive,Reactive,COMM Tools,COMM Tools,www.myCNI.com.my,www.OOBEY.com,Employees,Alignment & Consistency,USP,Market Discipline,Profit Model,Google Air Asia Tata Nano,Alignment & Consistency,
17、“They are the most innovative“ “Constantly renewing and creative“ “Always on the leading edge“,“A great deal!“Excellent/attractive priceMinimal acquisition cost and hassleLowest overall cost of ownership “A no-hassles firm“Convenience and speedReliable product and service,“Exactly what I need“Custom
18、ized productsPersonalized communications “Theyre very responsive“Preferential service and flexibilityRecommends what I need “Im very loyal to them“Helps us to be a success,Product Leadership,Operational Excellence,Customer Intimacy,www.myCNI.com.my,www.OOBEY.com,Operational Excellence (low cost prod
19、ucer),Ref: The Discipline of Market Leaders, Michael Treacy 1995,Product Leadership (best product),Customer Intimacy (best total solution),Alignment & Consistency: Market Disciplines,www.myCNI.com.my,www.OOBEY.com,Operational Excellence (low cost producer),Ref: The Discipline of Market Leaders, Mich
20、ael Treacy 1995,Product Leadership (best product),Customer Intimacy (best total solution),Alignment & Consistency: Market Disciplines,Operational Excellence (low cost producer),Ref: The Discipline of Market Leaders, Michael Treacy 1995,Product Leadership (best product),Customer Intimacy (best total
21、solution),Alignment & Consistency: Market Disciplines,Operational Excellence Competitive price Error free, reliable Fast (on demand) Simple Responsive Consistent information for all Transactional Once and Done,Customer Intimacy Management by Fact Easy to do business with Have it your way (customizat
22、ion) Market segments of one Proactive, flexible Relationship and consultative selling Cross selling,Product Leadership New, state of the art products or services Risk takers Meet volatile customer needs Fast concept-to- counter Never satisfied - obsolete own and competitors products Learning organiz
23、ation,Alignment & Consistency: Disciplines, Priorities, and KPIs,www.myCNI.com.my,www.OOBEY.com,The McPlaybook*,Make it easy to eat 50% drive-thru Meals held in one hand,Make it easy to prepare High Turnover Tasks simple to learn & repeat,Make it quick “Fast Food” Tests new products for Cooking Time
24、s,Make what customers want Prowls market for new products Monitored 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 Leaders, Michael Treacy 1995,Product Leadership (best product),Cust
25、omer 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 & Consistency,HP well-balanced portfolio, mass customi
26、zation,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 Greenwashing,Sin of the Hidden Trade-Off Sin of
27、 No Proof Sin of Vagueness Sin of Irrelevance Sin of Fibbing Sin 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.myCNI.com.my,www.OOBEY.com,Integ
28、rating Internal/External,Internal,External,Feed,Feed,www.myCNI.com.my,www.OOBEY.com,Integrating Internal/External,Internal Halal Committee Social Education (e.g. SCK) Umrah trip China Trip RBOS CFA/HFA Coffee Van,External Sponsorship Donations News clippings Newspaper Ads MHI Awards Corporate Profil
29、e AGM Gov. Celebrity Analyst research,www.myCNI.com.my,www.OOBEY.com,Integrating Internal/External,Internal Entrepreneur Dev. Health products Health education “Made in Malaysia” Events Media Celebrity,External Website DSAM Yayasan Publish Book Social Education Crisis Comm Children Education National
30、 interest Analyst 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,Proa
31、ctive,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,Competitor
32、s,Franchisees,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,
33、Newsletter,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.OOB
34、EY.com,How 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 Exter
35、nal 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 not to talk to Individuals,“
36、The holder of 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, th
37、e holder may, in 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 intere
38、st that United Airlines 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 Ext
39、ernal Parties?,www.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 Relat
40、ions,Stake- vs. Share-holder* Public Opinions Indirect Stakeholders NGOs, Community Activists, Online Networks Increasing focus on ecological, social, ethical issues Diverged expectations for same issue Web 2.0,What to do with Excessive Cash? Superficial changes vs. Fundamental Changes Investors dep
41、end on hearsay vs. facts Share Price Market R&D/M.S./HR vs. Investor Expectations Opposing Expert views Operational 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 Busine
42、ss School.,www.myCNI.com.my,www.OOBEY.com,Audiences Good News? Bad News?,money saved by tough bargaining with a union announcing a dividend: to employees announcing a dividend: to environmentalists setting up Diversified business,Refer Attachment 1 - Building Trust with One Group Can Destroy Trust w
43、ith Another,www.myCNI.com.my,www.OOBEY.com,Good News vs. 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.
44、com,Stakeholders vs. Reputation Communications,www.myCNI.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 POSITI
45、ONING,“Tagline”,KEY SUPPORTING MESSAGES,KEY MESSAGES SPECIFIC 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./ P
46、olitics,Customers,Public Events,Economics,AGM,Ads,Internet*,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,Ad
47、s,Internet,Annual Report,Media,Analysts,Ex-employees,Relatives,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)
48、,Individual,Mass,Mass Traditional, In-home, Out-Of-Home Mass Unconventional Mass 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 Target
49、ed Conventional Mass Targeted Online E.g. Annual Reports, Analyst Briefings, 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,Ma
50、ss,Individual Targeted Conventional Individual Targeted Online,www.myCNI.com.my,www.OOBEY.com,Contests One-on-One,Refer Attachment 2,New Mediums additional info,Refer: Attachment 3 - How to use Twitter to mitigate a crisis Attachment 4 - Template For Social Media Press Release Attachment 5 - Three Types of Social Media,
