Transcript Vietas komunikacija - EUREG

Place marketing &
Place communication
Principles, Experiences, Solutions
Kārlis Apkalns
Jelgava, 8th June, 2007
Siauliai, 14th June, 2007
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Vietas komunikācija
Rules of the Seminar
Everybody is equal
All the questions are good questions
Exemption – the question not asked
Comments / experiences
Languages???
Mobile phones
Time
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Who is Kārlis Apkalns?
Business management and marketing specialist, MBA
Experience
Has worked as a project director in leading Latvian advertising agencies on the
clients like Coca-Cola, Statoil, SEB, Electrolux and other
Head of IBM Latvia and Scania Latvia marketing
Member of “PR Award of the Year” jury
Teaches and studies
Lecturer of Rīgas Business school, certified trainer in business training
companies
Doctoral student at Latvian University
Master 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 at
Marketing / Communications / Services management / Project management / Art
of Presentation Ideas
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Who are participants?
Where I am from?
What do I do?
What do I want from this seminar?
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Siauliai Agenda
Topics covered in Jelgava (really shortly)
Public Relations / Media Relations
Lets’ make NEWS and STORIA!
Questions, discussions, experiences
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Jelgava seminar I
Four hours in 10 minutes
Place Product development
Place marketing is for:
Urban Design
Urban Planning
Infrastructure Design
Basic Services: Police, Fire,
Education
Economic Development
Community Development
Natural Beauty and Features
Marketplaces
Events and Occasions
Recreational and Entertainment
Sport Arenas
Cultural Attractions
Other Attractions
History and Famous Personages
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Tourism
Investments
Exports
People
Communication is influenced by
History of place
History of communication
inertia of the work with markets
successes or failures
impression created in the past
events happened
experienced communication
experts
recognized spokespersons
Global trends
Competitive positioning
Coincidences
Jelgava seminar II
Four hours in 10 minutes
We sell legends
To sell means to earn money
Place information channels
Good legend has
Something naturally attractive
Something a bit dramatic
Something a bit mystic
Good legend/brand is
Valid
Believable
Simple
Appealing
Distinctive
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Advertising in Mass Media
Foreign Mass Media
Notable Citizens Abroad
Events and their Promotion
Countries’ Brands in Foreign
Markets
Investment & Trade Promotion
Agencies
Personal Private and Business
Contacts
Foreign Policy
Public Relations –
WHAT, WHY & HOW?
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PR – what is it?
Definitions
From “normal” people
From academicians
Audiences
Main PR functions
Main PR tools
More frequent tools
Wider list
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Definition (by “normal” people*)
Organization, enterprise, product, country,
person, interest, idea
Image improvement, promotion within the society
Improvement of the recognition
Focusing attention on positive intents and practices
Recovery of the image and reputations if something
has gone wrong…
* Some colleague to Karlis Apkalns
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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
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Industry relations
Minority relations
Advertising
Press agentry
Promotion
Media relations
Propaganda
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
Internet site
Community
work
News
Corporate
identity
materials
Speeches
Special
events
Audiovisual
materials
Written
information
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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
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* www.hillknowlton.lv
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PR target audiences
Mass media
Publicity
Image improvement
Employees, suppliers & clients
Ražošanā un patēriņā iesaistīto pušu informētības un
lojalitātes veicināšana
Government & State
Establishment of stable and positive relationships
Mediation of problem and differences in opinions
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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
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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
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PR Professional and Media –
HOW?
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Creation of Media Content
Specifics of Baltic media market
Limits of the market depth and its consequences
Multitude of the topics to be covered by Baltic journalist and its consequences
Problems in PR work and additional opportunities
Information flow inside media
News agencies
Press releases
Information flow among media
Uz noteiktām tēmām specializējušies žurnālisti
Specializācijas iespaids un žurnālistu mainība
Editorial politics – will the message appear in the media?
Gatekeepers and other variables
Time frame of the media creation
TV cameras, photo studios etc.
Pictures for the media
Other
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Two way dependence in PR practice
Why do journalists need you?
Limited access to the information
Limited time resources
Laziness
Peculiarities 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
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How you can become valuable to a
journalist?
Information and expertise
Knowledge of wide set of topics
Expert consultations, comments and oppinions
Additional information resources
Pictures
Assistance in the preparation of the materials
Information gathering
Participation in the creation of the materials
Final check of professional and factual details
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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 deliver
The right one peace of information
To the right one journalist
In the right one time
In the right one format
With the right one “sales message”
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“Info/Media” and “Media/Info” Match
Daily newspapers
Hot 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 supplements
Wider topics on people, events, facts, it must not be with short life span, must have pictures
supporting the topic
Trade press
Money, money, money – how, how much, for whom, could I duplicate it etc.
Journals
Topics depend on the positioning and the information direction of particular journal. Pictures
– highly important.
Radio
News should be short and must match the radio rubrics. The focus should be on topics that
you can explain without pictorials
TV
Pictures, pictures, pictures. Dynamic pictures, nice nature, impressive equipment, pretty
people
Internets
Most dynamic media, supportive media resources that could offer additional information are
of importance
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You gotta tell a story...
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NEWS & STORIA
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Interesting PR samples
City Ventspils
GE Money new office
Prime minister Shkele and moles
Prime minister Repshe – from Mars
President Paksas and planes
President Paksas and helicopters
Other
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What is GOOD NEWS?
Socially / politically hot event
Referendum
Change of government
Change in taxes
Business news
Some firm has gone bankrupt, 5000 customers left with service undelivered
Company X in one year has rose the income 7 times
Entertainment
Prime minister fights with moles / President flies the plane under the bridge
David Beckham has got a new hair-cut
All the bad news
Somebody has not paid for something
Ferry Estonia has sank
Some city pays for the heating in the winter, but municipality is unable to supply it
Anything negative, that emotionally touches the audience
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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”
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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”
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Place Public Relations –
HOW?
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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
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If I’m selling to you, I speak your language.
If I am buying, dann mussen Sie Deutsch sprechen.
Will Brandt, ex-Chancellor, Germany
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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???
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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?
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Questions?
Comments?
Kārlis Apkalns
[email protected]
Mob. +371 29 231 666
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Place marketing&communication books
Marketing Places; Philip Kotler, Donald H. Haider, Irving Rein
Free press 1993, ISBN 0-743-3636-x
Comment: Systematic work that will structure analysis and actions of place communication professional
Competitive Identity: The New Brand Management for Nations, Cities and Regions
Simon 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, 1850-2000
Stephen Ward; Routledge, 1998; ISBN 0419242406
Comment: Historical experience of place communication by different cities and towns. Especially relevant for
the participants of this particular seminar
Ogilvy on Advertising; David Ogilvy
Random 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 Olinss
Neputns; 2005; ISBN 9984-729-60-5
On brand (In English); Wally Olins
Thames & 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.
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