14 th july, 2007 vietas komunikācija place marketing & place communication principles,...
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14th July, 2007 Vietas komunikācija
Place marketing & Place communicationPrinciples, Experiences, Solutions
Kārlis ApkalnsJelgava, 8th June, 2007
Siauliai, 14th June, 2007
14th July, 2007 Vietas komunikācija
Rules of the Seminar
Everybody is equal
All the questions are good questionsExemption – the question not asked
Comments / experiences
Languages???
Mobile phones
Time
14th July, 2007 Vietas komunikācija
Who is Kārlis Apkalns?
Business management and marketing specialist, MBA
ExperienceHas worked as a project director in leading Latvian advertising agencies on the clients like Coca-Cola, Statoil, SEB, Electrolux and otherHead of IBM Latvia and Scania Latvia marketingMember of “PR Award of the Year” jury
Teaches and studiesLecturer of Rīgas Business school, certified trainer in business training companiesDoctoral student at Latvian UniversityMaster thesis “Brand Latvia communication strategy in the world”
The thesis were presented as a school’s gift to the of Riga Business School graduation ceremony 2004 honorary guest – President of Latvia Vaira Vīķe-Freiberga
Teaches courses atMarketing / Communications / Services management / Project management / Art of Presentation Ideas
14th July, 2007 Vietas komunikācija
Who are participants?
Where I am from?
What do I do?
What do I want from this seminar?
14th July, 2007 Vietas komunikācija
Siauliai Agenda
Topics covered in Jelgava (really shortly)
Public Relations / Media Relations
Lets’ make NEWS and STORIA!
Questions, discussions, experiences
14th July, 2007 Vietas komunikācija
Jelgava seminar IFour hours in 10 minutes
Place Product developmentUrban DesignUrban PlanningInfrastructure DesignBasic Services: Police, Fire, EducationEconomic DevelopmentCommunity DevelopmentNatural Beauty and FeaturesMarketplacesEvents and OccasionsRecreational and EntertainmentSport ArenasCultural AttractionsOther AttractionsHistory and Famous Personages
Place marketing is for:TourismInvestmentsExportsPeople
Communication is influenced byHistory of placeHistory of communication
inertia of the work with marketssuccesses or failuresimpression created in the pastevents happenedexperienced communication expertsrecognized spokespersons
Global trendsCompetitive positioningCoincidences
14th July, 2007 Vietas komunikācija
Jelgava seminar IIFour hours in 10 minutes
We sell legendsTo sell means to earn money
Good legend hasSomething naturally attractiveSomething a bit dramaticSomething a bit mystic
Good legend/brand isValidBelievableSimpleAppealingDistinctive
Place information channelsAdvertising in Mass MediaForeign Mass MediaNotable Citizens AbroadEvents and their PromotionCountries’ Brands in Foreign MarketsInvestment & Trade Promotion AgenciesPersonal Private and Business ContactsForeign Policy
14th July, 2007 Vietas komunikācija
Public Relations –
WHAT, WHY & HOW?
14th July, 2007 Vietas komunikācija
PR – what is it?
DefinitionsFrom “normal” peopleFrom academicians
Audiences
Main PR functions
Main PR toolsMore frequent toolsWider list
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Definition (by “normal” people*)
Organization, enterprise, product, country, person, interest, idea
Image improvement, promotion within the societyImprovement of the recognitionFocusing attention on positive intents and practicesRecovery of the image and reputations if something has gone wrong…
* Some colleague to Karlis Apkalns
14th July, 2007 Vietas komunikācija
Definition (by academics)*
Public relations are management function – the establishment and maintaining of
mutually beneficial relations between the organization and those publics who
influence successes and failures of this particular organization
* S.M. Katlips, AH. Senters, G.M. Brūms, Sabiedriskās attiecības, Avots, 2002
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PR functions
Publicity
Communication
Public affairs
Issues management
Government relations
Financial public relations
Community relations
Industry relations
Minority relations
Advertising
Press agentry
Promotion
Media relations
Propaganda
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What do PR people do?
Deliver decisions to the public
Shape the decisions
Send out press releases
Organize PR events
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Groups of PR tools
Specialevents
Specialevents
Writteninformation
Writteninformation
Corporateidentity
materials
Corporateidentity
materials SpeechesSpeeches
NewsNews
Audiovisualmaterials
Audiovisualmaterials
Communitywork
Communitywork
Internet siteInternet site
14th July, 2007 Vietas komunikācija
PR tools*
Seasonal ticket Festival Presentation Tutelage Satire Prognosis Campaign Mission of the firm Protest Alternative legislation initiative History Provocation Anecdote Hymn Press review Questionnaire Information leak Bonus Round table Interview Creative evening
Congratulation Publication Article Support group Interpretation Review Response Play Rating Open letter Question Advertising Attraction Joke Rite Report Jubilee Meeting Rebuttal Caricature Conversation Apology Club Seminar Open-doors event Crisis
Scandal Audience Collection Celebrity thoughts Autograph Commentary Play Ball Compliment Sponsorship Banquet Conference Scholarship Award Competition Story Gossips Clipping Greeting Boycott Charity Celebration Warning Legend Table Miracle Condolence Test Quotation
Fashion Meeting Championship Text book Toast Song Demonstration Hero Declaration Informal meeting Guest Dialogue Official dinner Quiz Discotheque Service Letter Discussion Parody News Poem Birthday Commemoration day Excursion Piquet
* www.hillknowlton.lv
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PR target audiences
Mass mediaPublicityImage improvement
Employees, suppliers & clientsRažošanā un patēriņā iesaistīto pušu informētības un lojalitātes veicināšana
Government & StateEstablishment of stable and positive relationshipsMediation of problem and differences in opinions
14th July, 2007 Vietas komunikācija
PR advantages
PR can not fully substitute paid information delivery channels, at the same time…
Society is more open towards information delivered through PR means than through advertising
If PR is done in a qualified way, it is cheaper than paid information spreading channels
PR has opportunities that you can not reach through paid channels
14th July, 2007 Vietas komunikācija
PR Evaluation from Some Corporation
Editorial material has more value than advertising
Editorial costs / benefit = the cost of the advertising of the same place * 3
Editorial pictures has the same value as the advertising of the same size
14th July, 2007 Vietas komunikācija
PR Professional and Media –
HOW?
14th July, 2007 Vietas komunikācija
Creation of Media Content
Specifics of Baltic media marketLimits of the market depth and its consequencesMultitude of the topics to be covered by Baltic journalist and its consequencesProblems in PR work and additional opportunities
Information flow inside mediaNews agenciesPress releasesInformation flow among media
Uz noteiktām tēmām specializējušies žurnālistiSpecializācijas iespaids un žurnālistu mainība
Editorial politics – will the message appear in the media?Gatekeepers and other variables
Time frame of the media creationTV cameras, photo studios etc.Pictures for the media
Other
14th July, 2007 Vietas komunikācija
Two way dependence in PR practice
Why do journalists need you?Limited access to the informationLimited time resourcesLazinessPeculiarities of emerging markets
Why do PR professional needs a journalist?You can achieve (positive) publicity only if you will be useful to the journalist
Match of info/media and media/info
14th July, 2007 Vietas komunikācija
How you can become valuable to a journalist?
Information and expertiseKnowledge of wide set of topicsExpert consultations, comments and oppinionsAdditional information resourcesPictures
Assistance in the preparation of the materialsInformation gatheringParticipation in the creation of the materialsFinal check of professional and factual details
14th July, 2007 Vietas komunikācija
Easy Publicity
Publicity is really not difficult, if…Information matches the format of the media and the particular topic covered by the journalist
Formula for success – to deliverThe right one peace of informationTo the right one journalistIn the right one timeIn the right one formatWith the right one “sales message”
14th July, 2007 Vietas komunikācija
“Info/Media” and “Media/Info” Match
Daily newspapersHot news, events that has immediate importance, economics, politics, cultural events, topics related to the supplements to some particular events and data, e.g. business, rest, travel, personalities, art
Weekly newspapers, weekly supplementsWider topics on people, events, facts, it must not be with short life span, must have pictures supporting the topic
Trade pressMoney, money, money – how, how much, for whom, could I duplicate it etc.
JournalsTopics depend on the positioning and the information direction of particular journal. Pictures – highly important.
RadioNews should be short and must match the radio rubrics. The focus should be on topics that you can explain without pictorials
TVPictures, pictures, pictures. Dynamic pictures, nice nature, impressive equipment, pretty people
InternetsMost dynamic media, supportive media resources that could offer additional information are of importance
14th July, 2007 Vietas komunikācija
You gotta tell a story...
14th July, 2007 Vietas komunikācija
NEWS & STORIA
14th July, 2007 Vietas komunikācija
Interesting PR samples
City VentspilsGE Money new office
Prime minister Shkele and molesPrime minister Repshe – from Mars
President Paksas and planesPresident Paksas and helicopters
Other
14th July, 2007 Vietas komunikācija
What is GOOD NEWS?
Socially / politically hot eventReferendumChange of governmentChange in taxes
Business newsSome firm has gone bankrupt, 5000 customers left with service undeliveredCompany X in one year has rose the income 7 times
EntertainmentPrime minister fights with moles / President flies the plane under the bridgeDavid Beckham has got a new hair-cut
All the bad newsSomebody has not paid for somethingFerry Estonia has sankSome city pays for the heating in the winter, but municipality is unable to supply itAnything negative, that emotionally touches the audience
14th July, 2007 Vietas komunikācija
What is NOT NEWS?
“We do our duties as we are supposed to do”
“Our company has opened a shop”
“Our company rose from 17th place in the industry to 11th place”
“Our municipality has printed some brochure”
14th July, 2007 Vietas komunikācija
What you can make your NEWS from?
“We are the best in our country“ (find some aspect where it is true)
“We do our duties as we are supposed to do”
“We have launched a new business model in our country” (find some aspect where it is true)
“Our company has opened a shop”
“In this highly competitive industry our company has showed a significant growth.Additionally we have gathered the information on the overall situation in our industry. We are ready to provide this information to you in the time and format convenient to you
“Our company rose from 17th place in the industry to 11th place”
“There will be a special event nearby the unique object that is of interest to many travelers. The fresh information kit will be distributed to those who will be present.”
“Our municipality has printed some brochure”
14th July, 2007 Vietas komunikācija
Place Public Relations –
HOW?
14th July, 2007 Vietas komunikācija
Steps in Place Communication
To get clear of what do we have on hands
To get clear of what our target audience could be interested in
To formulate our message
To deliver the message to the target audience
14th July, 2007 Vietas komunikācija
If I’m selling to you, I speak your language.
If I am buying, dann mussen Sie Deutsch sprechen.
Will Brandt, ex-Chancellor, Germany
14th July, 2007 Vietas komunikācija
This is not NEWS.How you could make one?
???“We have a nice nature in our surroundings”
???“We have built new heating house”
???“Our major has some funny hobby”
???Solution???
14th July, 2007 Vietas komunikācija
Questions for Group Work
Based on what we have discussed…
What do we want to achieve?How can we raise the importance of the work we do?
What is on your hands?
How can you re-formulate or wrap?
How could you deliver your news?Channels? Events? Other?
14th July, 2007 Vietas komunikācija
Questions?Comments?
Kārlis [email protected]
Mob. +371 29 231 666
14th July, 2007 Vietas komunikācija
Place marketing&communication books
Marketing Places; Philip Kotler, Donald H. Haider, Irving ReinFree press 1993, ISBN 0-743-3636-xComment: Systematic work that will structure analysis and actions of place communication professional
Competitive Identity: The New Brand Management for Nations, Cities and RegionsSimon Anholt, Palgrave Macmillan, 2007; ISBN 0230500285 Comment: The most recent work by the leading consultant attracted for Brand Latvia communication activities
Selling Places: The Marketing and Promotion of Towns and Cities, 1850-2000Stephen Ward; Routledge, 1998; ISBN 0419242406Comment: Historical experience of place communication by different cities and towns. Especially relevant for the participants of this particular seminar
Ogilvy on Advertising; David OgilvyRandom House USA Inc; 1987; ISBN 039472903X Comment: Advertising legend David Ogilvy in his classical book covers the place communication as well. One of the first theoretical and practical analysis available of place communication.
Par zīmolu (latviski); Volijs OlinssNeputns; 2005; ISBN 9984-729-60-5
On brand (In English); Wally OlinsThames & Hudson; 2005, ISBN 0500285152 Comment: British brand building veterans, who has visited Latvia and consulted Latvian Institute, tells essays on his professional experiences and observations. Chapter on place communication included.