Transcript Snímek 1

The specifics of PR
L 11
Ing. Jiří Šnajdar
2016
The specifics of PR in political marketing
Political Marketing Tactics
we vote what is based on the policy, each candidate
puts forward before an election, the votes we and
many of others place are shaped by carefully
targeted and highly optimized political marketing
campaigns.
From meeting appearances to direct mail leaflets, a
wide variety of techniques are used to influence
public opinion of a political party, policy or
candidate.
Before they start marketing party or candidate, is
needed to prepare a public relations strategy.
The most important aspect of any political campaign
is the narrative.
The narrative is the story behind a candidate – their
history, their beliefs, their personality and all of the
traits and characteristics that make them worth
voting for.
Barack Obama’s narrative, was that of a political
outsider whose fresh approach and focus on
creating real change would transform politics.
Each of the candidates’ narratives shaped every
other aspect of their political marketing.
Crafting a narrative that their voter base can relate
to is one of the most important elements of running
a political marketing campaign. A good narrative
needs to be believable and relevant to the audience
whose support they campaign for.
Creating a narrative is a branding strategy not unlike
the tactics used by companies such as Nike and
Apple.
Instead of a product or company becoming a brand,
a party or political candidate becomes a marketable
brand that people can relate to.
Social media marketing in political marketing
Social media is one of the most effective platforms
for raising awareness of political issues,
encouraging people to vote, and promoting political
candidates.
Since social media is primarily used by young
people, it’s a great platform for energizing a voter
demographic that’s typically uninterested in
mainstream politics.
Political marketers use a variety of strategies to
connect with potential voters using social media.
These techniques range from honest and direct –
such as operating an independent Facebook page –
to misleading, dishonest and manipulative.
The most effective ways to generate support for a
particular candidate using social media is to building
a Facebook Page for the party or candidate.
This allows a political marketer to reach thousands –
many of potential voters using status updates,
messages and event invitations.
Negative campaigning political marketing
Winning an election requires your candidate getting
more votes than their closest competitor.
There are two ways to achieve this: bring attention
to the good things your candidate will do, and bring
attention to the bad things their competitor will do.
Negative campaigning is a form of political
marketing that focuses on convincing voters not to
vote for your candidate’s competitor.
While negative campaigning might seem dirty and
improper, it has a wide range of benefits.
Since negative campaign is targeted towards those
likely to vote for your competitor, it can sway these
voters into changing their mind and shifting over to
your candidate’s side.
Negative campaigning usually takes the form of
television ads, newspaper columns, political
debates and direct marketing.
Social media is increasingly being used as a
negative campaigning platform.
Direct mail marketing in political marketing
Although social media and television are the best
platforms for connecting with the younger
generation of voters, many people still respond very
well to old-fashioned direct mail marketing.
Brochures, leaflets, short form manifestos and other
direct mail documents are all excellent tools for
persuading people in a particular geographical area
to vote for a certain candidate, party or policy.
The direct mail is geographically targeted, it’s an
extremely powerful marketing tactic for energizing a
voter base prior to a local mayor or council election.
With the right amount of leaflets, and public rallies,
towns and boroughs can swing election results and
give your party or candidate a significant advantage.
The direct mail marketing needs to reinforce the
narrative you’ve created around a party, policy or
candidate. It needs to focus on your benefits, your
strategies for improving the community.
Media and public relations in political marketing
Old media platforms such as television and radio
attract massive audiences, making them valuable
tools in any political marketing platform.
Being able to organize radio and TV appearances is
one of the most important tasks of any political
marketer.
Connecting with media insiders might seem difficult,
but it’s surprisingly easy once you start thinking of
media companies as groups of individuals instead of
monolithic entities.
Are you completely new to the world of television,
radio and print media?
Learn the secrets to connecting with journalists.
How can you become a political marketer?
Becoming a political marketer isn’t simple, but it’s far
from impossible.
Bridging the gap between marketing and politics
requires a deep knowledge of political systems and
the marketing.
The Role of a PR in Fashion
The fashion public relations representative creates a
buzz about the latest designs.
The fashion world is dependent on creating trends
that attract and retain the attention of a clothesconscious public.
The role of a public relations representative in this
industry is critical because she puts the face of her
client companies out in the world.
This person is responsible for marketing the latest
fashions in a creative way, creating a buzz among
influential journalists and bloggers.
Consolidate Press Relations
Promoting a fashion business is the number-one
goal of a public relations representative in this field.
This involves working with editors who will write
articles about the company for leading fashion
magazines.
It takes a business-oriented mind as well as an
interest in fashion to create the materials necessary
to get your company's name in the media.
Building a Brand
Good public relations representatives must strive to
keep their promotions consistent by never sending
out a mixed message.
For example, if your company's line is geared
toward professional dress, you want to create
professional-styled events that will attract customers
interested in that niche.
Communicating the Message
Fashion public relations specialists spent much of
their time in interactions with company staff,
including designers and marketing executives, as
well as with vendors and customers.
The public relations specialist encourages key
buyers to carry the fashion line or promote it at
events.
Good communication skills are essential.
Handling Complaints
Fashion public relations representatives also can
expect to handle complaints on a frequent basis.
They may have to calm customers regarding
incorrect or late shipments, damaged merchandise
or other misunderstandings.
They should be ready to smile, listen and cheerfully
resolve complaints so that the customer gets his
satisfaction.
The automotive industry
If you want to compete in this industry you need
marketing that is brilliantly conceived and executed.
The new vehicle, the strength of the whole is only as
good as its weakest component.
It is vital that every part of your marketing campaign
is based on a robust strategy and is consistently,
professionally and creatively delivered, so that you
get noticed in amongst the noise generated by your
competitors and successfully get your messages
across.
„It is the unique combination of our knowledge of the
industry, our experience at working with clients from
all corners of it and our proven skills throughout the
full range of marketing services that make us so
effective at providing exactly this.“
The fully-integrated range of marketing
communications services, providing everything an
automotive industry business needs to raise its
brand, package its products and services and define
its audiences.
This strategic foundation is what paves the way for
the effectively implemented campaigns. Succeeding
not just in getting messages to audiences, but
generating the positive perceptions that directly
influence their behaviour.
What do you see as the most pressing issue facing
automotive communicators from an evaluation point
of view?
(UK CEO, Richard Bagnall)
I’m not sure that there’s an issue for the automotive
sector that’s different from any other to be honest.
Right across the industry the issues are largely the
same. We live in the age of accountability. We have
to prove our value in a meaningful and credible
manner. We need to allocate resources
appropriately and we need to be efficient at all
times.
What can the automotive industry learn from other
sectors in terms of PR measurement?
The automotive clients that I’m working with are
doing some of the best work that I have come
across. Many are following the classic best practice
approach which can’t be improved upon:
First – ensure you understand the goals of your
organization; align your communications goals
against these.
Then plan your communications objectives by
asking yourself what success looks like – what are
the targets?
It’s important to do this at the planning stage before
the campaign, not afterwards.
Then measure the metrics that matter working
through from the key outputs to outtakes to
outcomes.
Finally feed the intelligence gained back into the
planning stage for the next campaign.
Don’t be afraid of the things that didn’t work – good
measurement isn’t only for the successes, but is a
strategic tool to be used to improve efficiency in all
cases.
Is the value of Twitter over-rated as a
communications tool?
No, not at all. Twitter has changed the face of
modern day communications providing a fast
conduit to real time information.
It has made the risk of reputational damage from
near realtime information exchange very real, but
has also brought about great opportunities too.
Personally, I find it an incredibly useful tool keeping
me up to date on a variety of different subjects from
work to news, sport, and hobbies.
PR achievements from another century
Specifically, from the late 1700s and the American
Revolution. (Burson)
The founding fathers such as Samuel Adams and
Thomas Jefferson as models for today's PR
profession.
Burson's remarks are not simply patriotic—they
constitute sound professional advice.
An independent United States breaking free from
Great Britain was a concept that had to be sold to
the colonists and their foreign allies. And as with any
significant selling proposition, it took public relations
to pave the way.
In today's PR profession, we practice and refine
techniques to gain attention, establish credibility,
and win commitment.
Methods to move mass audiences that are precious
in modern America were vital in early America as
well.
The founding fathers counted many PR masters
among their ranks, including early-adopter genius
Samuel Adams, revolutionary white paper author
Thomas Paine, and the creator of America's
greatest press release, Thomas Jefferson.
The Product-Launch Press Release:
Thomas Jefferson and the Declaration of
Independence
The Second Continental Congress, conveying an
inspiring but simple message: the United States is
now an independent nation, ready for full investment
of men, arms, money, and loyalty.
American independence—the "product"—with two
crucial publics: the American populace and foreign
powers. These paralleled the modern business
publics of consumers and investors respectively.
Consensus regarding a complete break with Great
Britain was uncertain.
American leaders knew that the intervention of
foreign powers was essential to validating and
achieving independence. France and Spain,
historical adversaries of Great Britain, were natural
allies for America.
"Without the aid of France the colonies could not
long wage war against Great Britain; and to obtain
the aid of France they had to make it plain to her
that they were fighting for independence and not
reconciliation."
Delegate to the Second Continental Congress
Robert Henry Lee proposed a resolution that the
colonies were independent, absolved from all
allegiance to the British Crown.
A committee of five was assigned to draft the
pending declaration. With Benjamin Franklin, the
other noted author on the committee, battling gout,
Thomas Jefferson became lead writer of the
document, a move facilitated by fellow committee
member John Adams.
Jefferson's preface contains the most memorable
language. In the later tradition of the press release,
it is an introduction that quickly captures the reader.
Jefferson disavows the long-standing notion that
God's will made people the unquestioning subjects
of a monarch.
To substantiate the introduction's revolutionary
concepts, Jefferson speaks in absolutes,
announcing truths that are "self-evident." He insists
that the people themselves are the source of a
government's power:
We hold these Truths to be self-evident, that all Men
are created equal, that they are endowed by their
Creator with certain unalienable Rights, that among
these are Life, Liberty, and the Pursuit of
Happiness—That to secure these Rights,
Governments are instituted among Men, deriving
their just Powers from the Consent of the
Governed...
The Declaration of Independence confirmed the
United States could conduct business on all levels
with other nations. France and Spain could now risk
confrontation with Great Britain.
After approving the Declaration of Independence on
July 4, 1776, the Continental Congress ordered
copies printed and distributed throughout the
country. Legislatures, assemblies, and committees
received it.
Commanders in the Continental Army used copies
to raise troop morale.
After New York's colonial assembly gave approval to
the Declaration of Independence on July 9, General
George Washington called army brigades to order to
hear "the United Colonies of America" declared
"Free and Independent States."
The document appeared in newspapers and was
produced as a broadside—a large sheet printed as
a notice.
Public readings were encouraged. On July 26, 1776,
the Virginia Gazette devoted its front page to the
text of the Declaration of Independence, terming its
publication "The Greatest Scoop in History" above
the masthead.
The first crucial public, the American people,
responded fervently to the news notice that was the
Declaration of Independence.
Big cities and small villages held celebrations,
parades, and bell ringings.
Response from the second crucial public, foreign
powers, was more cautious but ultimately highly
productive.
Both the United States and Great Britain watched
France—powerful benefactor to the new nation,
mortal enemy to the mother country—whose
ultimate enthusiasm for the Revolution was more
strategic than philosophical.
In September 1776, two months after news of the
Declaration of Independence had reached Europe,
a Paris contact told Benjamin Franklin that France
was willing to increase aid to the United States.
Franklin, with diplomats Silas Deane and Arthur Lee,
began negotiations with the French by the end of
the year.
PR of Benjamin Franklin developed a personality
cult in Paris; his likeness was recreated on porcelain
mementos, and his celebrity resembled that of
touring rock stars two centuries in the future.
Franklin's efforts led to the Franco-American
alliance in 1778, a turning point in the Revolutionary
War, as America defeated Great Britain with
considerable help from France.
The American Legacy of Public Relations
Numerous successes propelled America to
independence. Alongside George Washington
crossing the Delaware, next to John Paul Jones
besting the British frigate Serapis, there were key
patriots fighting for hearts and minds.
Popular opinion was a battlefield where some of
America's greatest strategists recorded
immeasurable victories.
Thank you for your attention.