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GlobalCom’s Blog lists articles, insights and thought leadership pieces written by Public Relations specialists spanning all continents, in several languages.

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GlobalCom PR Network partner PRecious Communications turns seven

Lars Voedisch (centre), surrounded by PRecious employees, celebrating seven PRecious years with a groovy 70s themed party

 

50 PEOPLE, 5 OFFICES, 3 PRACTICES: PRECIOUS COMMUNICATIONS

LOOKS FORWARD TO ANOTHER 7 TO 70 YEARS

No signs of the seven year itch from this boutique-turned- integrated communications agency

 

SINGAPORE, 7 AUGUST 2019 – PRecious Communications, a multi-award winning integrated communications agency, celebrated its seventh anniversary alongside #FriendsofPRecious who have been supporting the company through the years, including alumni, friends, as well as clients both past and present.

From humble beginnings in 2012, the agency was just a one-person show with no formal office. In just seven short years, PRecious Communications has since grown into an integrated communications agency that employees 50 people, spread across its offices in Singapore, Australia, Indonesia, Malaysia, and Thailand.

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Public relations and marketing communications strategy in 2018 were defined by the demand for content and integrated communications. The conversations during the beginning of 2019 were around the rise of artificial intelligence in communications and the lack of public trust in the media due to fake news. The midway point of the year represents an opportunity for business leaders and public relations professionals to re-evaluate their communications strategy by understanding the key trends that have defined the field in the early part of 2019.

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Social Media Channels

In Vietnam, social media has become one of the most popular communication platforms. Despite the powerful effect of social media in conditioning a crisis, and the trend to integrate social media into crisis management strategies in many countries, Vietnamese companies have often ignored or underutilized these channels.

As part of my doctoral dissertation, I seek to compare the perception of social media in crisis communication in Vietnam to that in the US. As America has always been considered a role model and main influencer for Vietnam’s PR practice, the comparison can help understand the underlying factors contributed to that perception. I interviewed 12 Vietnamese practitioners and 8 American practitioners from different public relations firms who have two to 25 years experience working in the PR industry in their respective countries. You can find the conclusions summarised below.

But before that, let me point out the fact that despite the differences in perception between US and Vietnam regarding the use of social media in the above mentioned context, both countries (and indeed all cultures around the globe) tend to repond to crises in similar ways. Without adequate preparation and understanding of the issue faced by the organisation and without genuine interest to do things better so to avoid similar future problem (and for the narrative to get out of hand), people who run companies get carried away by personal feelings, they get into endless arguing with ever more details and they invest themselves beyond what’s necessary, effectively doing more harm to the reputation of their companies than good.

PR services can’t save businesses from themselves, but they can certainly educate the decision-makers, the social media managers and spokespeople to adopt a certain tone of voice when attempting to fix a public image crisis and to look for ways to own the narrative regarding their company. No bullet-proof recipe exists in this respect, because every crisis is unique (archive), every context differs and all audience members are, well, people. And people often behave differently behind a computer screen than they would in real life (IRL), as well as when they act as part of group than they are by themselves. Let’s just say that being human is hard work.

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GlobalCom Annual Meeting

The GlobalCom PR Network Annual Meeting 2019 has come to an end – it was a fantastic event, with fantastic attendees and fantastic results! 

 

The Business Part 

This year’s annual meeting hosted 48 PR professionals from 30 countries around the world to discuss mutual business interests and how to work together as a global PR team. The number of attending partners was the highest number right after our meeting in Istanbul which had been attended by 45 professionals from 29 countries.

The agenda and working sessions in 2019 were structured differently compared to other global meetings.

The first meeting day was dedicated to new partner introductions and the discussion of currently hot topics. We are happy to welcome new members from Israel, RCPR managed by Idit Rosenberg and Michal Zilber, Ingenio Capital in the Dominican Republic by Marion Pages, Progess Communications from the Benelux, beautifully presented by our colleagues Stella Jansen and Miek Gielkens, EloQ Communications from Vietnam by Clara Ly-Le as well as Communication Works in South Korea.

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The use of KOLs (key opinion leaders or influencers) in marketing is getting more popular than ever. These KOLs have a significant number of followers, which makes it super easy to promote a brand or make something go viral. Since KOLs can bring instant awareness and sale, brands turn to KOLs as if it’s a must-have in their strategies. However, a poor choice or overuse of KOLs can make a marketing effort too promotional and unpersuasive.

If you are considering using KOLs in the Vietnamese market, here are a few things to consider:

1) Mind your objectives

It is important to decide which and how many KOLs to work with. If your marketing campaign needs a strong viral effect and wide spread, the option of choosing mid-range KOLs in large quantities is the most suitable. If you want sustainable credibility, you can opt for quality over quantity. Do not use KOLs with no clear marketing goals just because others are using KOLs too.

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GlobalCom annual meeting

It’s that time of the year again when the GlobalCom PR Network family gathers to discuss common business interests, how to work together as a global unit and to have a good time. With around 50 expected PR & Marketing professionals from about 30 countries worldwide, the annual GlobalCom meeting has grown to a respectable number and is becoming more and more popular amongst the network and PR scene.

This year’s get-together takes place on Greece’s largest island: Crete. Crete has been named one of the best-rated travel destinations in the world from the annual Travellers’ Choice awards, announced by Trip Advisor.

Before the island was called Crete though it had a number of names. One of them was ‘Kaptara’ which was given by the Syrians who first inhabited the island. The ancient Egyptians called the island ‘Keftiu’ before it was given the Latin name ‘Creta’. The GlobalCom attendees are already  very excited to visit this exotic spot on the planet and to spend a productive and fruitful time on the historical island.

True to the GlobalCom format, the meeting will start on a Wednesday evening, May 22, with a welcome cocktail to shake hands, meet new and familiar faces and get warmed up for the official business part. The business program starts on Thursday morning May 23, allowing attendees to attend inspiring discussions, new member introductions and exciting presentations all around business development for two days on a promising agenda. The GlobalCom management picked the Nana Princess as this years venue, located just outside the coastal resort of Hersonissos, facing the Cretan sea in northern Crete.

On Friday evening May 24, the group is then brought to Agos Nikolaos. With a fresh sea breeze and typical Cretan atmosphere, the 2nd edition of the GlobalCom PR Network Awards will be celebrated.
The awards are packed with outstanding submissions from about 30 participating agencies. With these fascinating case studies, GlobalCom once again proves the high quality of our network and our partners.

 

Furhter details and regular updates will be published on our blog and social media channels before, during and after the event. Look out for news and stay tuned.

We wish all participants a wonderful time and a successful get-together.

 

 

This is the third part of a series on crisis communication on social media in Vietnam by GCPR member EloQ Communications. We previously wrote about why companies who operate in Vietnam should use social media more for crisis communication. Now we’ll explore some reasons why companies here often choose not to, and why most of those are mistaken.

1. They want to distance themselves from the crisis

Oftentimes, companies believe that by staying out of the fray they can ignore the controversy and it will die down on its own. But in fact, information avoidance is the least effective method of crisis management. That’s especially true in this age of social media posts, which don’t just vanish into the ether but catch on and spread, gaining more interested followers (and bandwagon jumpers) along the way. Not only does attempting to ignore a crisis make it look like a company doesn’t care about its stakeholders, but social media users who don’t receive a response (or receive an insufficient response) are more likely to stage campaigns and boycotts against the company. Sincere, open communication is exactly what stakeholders want, and it’s what will allow them to forgive a company and move on. Read more

Delegation trip China

Jetzt bin ich schon mehr als zwei Wochen zurück aus China – und trotzdem geht mir der Besuch noch immer durch den Kopf. Warum eigentlich? Natürlich gab es in kurzer Zeit viele Eindrücke. Das wundert auch nicht, wenn die Agenda doch jeden Morgen mit dem Eintrag „6:15 Uhr Abfahrt am Hotel“ startet. Nein, in diesem dicht gepackten Programm der Delegationsreise unter Leitung der baden-württembergischen Wirtschaftsministerin Dr. Nicole Hoffmeister-Kraut war wirklich nicht (noch) mehr unterzubringen. Vier chinesische Städte in vier Tagen. Und dabei waren wir eigentlich nur im Südosten unterwegs: Nanjing, Hangzhou, Shanghai, Shenzhen.

 

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Delegation trip to China

I’ve been back from China for more than two weeks – and yet the visit is still on my mind. Why? Of course there were many impressions in a short time. That’s not surprising when the agenda starts every morning with the entry „6:15 a.m. Departure at the hotel“. No, in this densely packed program of the delegation trip under the direction of the Baden-Wuerttemberg Minister of Economic Affairs, Dr. Nicole Hoffmeister-Kraut, there was really no room for more. Four Chinese cities in four days. And we were actually only travelling in the South East: Nanjing, Hangzhou, Shanghai, Shenzhen.

The economic delegation travelled from the Nanjing arrival point through southeast-ern China. First by express train to Hangzhou and on to Shanghai, then by plane to Shenzhen. Finally we took the ferry to Hong Kong, where the return flight took off.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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This is the second part of a series on crisis communication on social media in Vietnam by GCPR member EloQ Communications.

Practicing public relations in times of stability is challenging enough, but what about when something goes wrong? That’s when crisis communication comes into play. Crisis communication as a subset of public relations is a fairly young practice in Vietnam. Just as companies and PR firms were beginning to learn out how to handle themselves in a crisis – using press conferences and official media statements – the rise of social media has left them scrambling, with some attempting to embrace social media while others stick to what they know. But making social media a central part of crisis response may be even more crucial here than many other places. Here are a few reasons why.

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