奥美-UPSChinaPROrienta.ppt

1、UPS China PR Orientation,Shanghai, May 17, 2005,Whats PR Ogilvy PR in China UPS & Ogilvy PR in China China Media A look at 2004 Forward to 2005,Agenda,PR Definition,The management of mutually beneficial communication between an organization and its key interest group,The Purpose of PR,Protect and En

2、hance UPSs reputation Support the Growth of our Business Maximize Shareholders Value,What PR Is - Some Key Examples,Reputation Management Influencing perception/monitoring the environment Communication - long term commitments Media Relations Proactive: controlling the process Reactive: managing medi

3、a enquiries / “firefighting” Creating “UPS spin”,What PR Is - Some Key Examples,Crisis Communications Community Relations / Philanthropy Executive Communications Special Events,What PR Is NOT ?,Guarantee Against Bad Press Forcing Media to Tell Your Story Getting company name in the press when there

4、is no news At UPS Internal Communications or Public Affairs (Government Affairs) Free Advertising,What Do PR People Do?,Advise & Counsel Management Identify & Manage Issues Build Relationships with Key Audiences Media, Community, etc Plan and Write Press Releases. Speeches, Newsletter, etc Plan Spec

5、ial Events,What Makes a UPS Story News?(Manage News Flow),Customer Benefit - Multi-language tracking - Services, faster del. times UPS vs. Competition - First-to-market, or a “me too” - Unique selling point Shows Commitment to Market - Investments - Introduction of new technology,Who is Your Spokesp

6、erson? Credibility issue How Will the Journalist Look at UPS? Media interest based on cost and controversy,“Why is My Story NOT News?,Benefits of Public Relations,Tell UPS side of story Communications critical to every business decision made Manage negative stories Make sure newsworthy stories are c

7、overed Creditability A well placed story = 100 sales calls Create Awareness and Goodwill Innovations, technology, sponsorship Charity events,Benefits of Public Relations,Building Momentum Strengthen Market Efforts New products / services, DM and ad launches Sway Opinion Leaders Issues easier to hand

8、le with public support Communicate Company Values Philanthropy Halo Effect on Employees Instill pride and improve morale,Support from PR,Support Internal Audiences Strategic executive communications Sponsorship of trade shows / exhibitions Support and counsel countries Requests from other department

9、s Customer newsletters / communications Speeches / position statements Approve / edit content of written materials,Medium of Communications,Press Releases / Photo Releases Press Conferences Executive Interviews Sponsorship / Seminars Speaking Opportunities,Speaking Opportunities Customer Newsletters

10、 Web-based Releases Reprints Customer Case Study,Key Messages,UPS enables global commerce by bringing solutions to the three flows of commerce UPS Technology UPS Innovative Products & Services Customer Solutions & Service Commitment to Local Market Investment, expansion, staying power Corporate Citi

11、zenship,China is not optional, is essential 中国乃兵家必争之地,China PR Focus at UPS,Promoting UPS Service / Operations within Asia Pacific region Promoting UPS Brand Awareness Protecting & enhancing UPSs reputation Promoting UPS as a Technology Leader,Measurement of PR Results,Quarterly Echo Media Analysis

12、Quarterly UPS Share of Voice,Echo Media Analysis,What is Echo? Evaluate effectiveness of communications program Conducted for Hong Kong, Taiwan, Singapore since 1998 China to be added to list in 2002,Crisis Communications,Why It Matters?,The Electronic Era Advent of satellite TV Borders between even

13、ts on a local or international scale have vanished. Crises, events, disasters and wars can all be “lived live” through the television, worldwide.,Why It Matters?,The media are the communication channel, on location, and can decisively influence opinion and attitude through what they choose to dissem

14、inate in terms of images and reports.,Why It Matters?,It is no coincidence that efficient crisis management is linked to effective crisis communication.,Why It Matters?,It is always important to understand that you are more likely to be judged on your reaction to a crisis than the actual crisis situ

15、ation itself.,Why It Matters?,But its not all bad news Careful planning and considered communication can even strengthen the image of a company.,Why It Matters?,Poor preparation, poor communication results in loss of control - and can escalate the crisis, increase pressure from media and interest gr

16、oups, make you defensive and consequently damage the companys image. A damaged image not only takes time to repair but is also very costly.,Risk & Evaluation of Crisis,1) Accidents / Incidents Traffic accidentWorkplace accident Aircraft crashExplosion BombPolitical crisis Terrorism Criminal act Natu

17、ral catastropheSabotage These crises are serious and create immediate public interest. They need immediate attention and coordinated action.,Risk & Evaluation of Crisis,2) Events with the potential to escalate Scandals Strikes Workplace problems - discrimination Insensitive conduct by company Genera

18、lly a gray area, often not clear at the start whether a large scale crisis is likely - but frequently develops if not watched carefully. Need to evaluate the potential of the crisis and its implications for UPS.,Financial Guidelines,Financial Guidelines,Confidential Information The following informa

19、tion is confidential and may never be disclosed: Absolute volume numbers by region or country or product line Any reference to revenue amounts or percentage growth by region or country or product line Any reference to profitability or percentage growth by region or country or product line,Financial

20、Guidelines,Information for the Public The following information will be provided on a quarterly and annual basis: Percent Volume Increases of Premium Products by Region. Absolute volume numbers can never be disclosed, only percent changes Select Percent Volume Increases of Premium Products by Compan

21、y (various countries will be highlighted each quarter). Additionally, absolute volume numbers can never be disclosed, only percent changes,Financial Guidelines,Investment Information Information relating to the investment in specific projects may be disclosed, subjected to Corporate International Fi

22、nance and Accounting approval. However, total investment amount in a region or country can never be disclosed.,Whats PR Ogilvy PR in China UPS & Ogilvy PR in China China Media A look at 2004 Forward to 2005,Agenda,Ogilvy Public Relations The regions most extensive public relations and public affairs

23、 network with 17 offices,Enterprise IG One of the worlds leading corporate identity and design consultancies,Ogilvy Activation Integrated promotional and merchandising expertise From planning to tactical implementation and result measurements,MindShare Full service media buying and planning in China

24、. Chinas largest media services company.,OgilvyOne The leading network in Asia Pacific which includes Data Services and TeleDirect,Ogilvy Advertising A world class advertising agency offering sound brand strategies and distinctive creative,Ogilvy Group in China,Ogilvy Public Relations in China,Ogilv

25、y PR China History,1995: Ogilvy PR established in Beijing and Shanghai 1996: Ogilvy PR begins in Guangzhou All three offices established by Scott Kronick, Managing Director, whom continues in this role today Senior management at Ogilvy PR led by a combination of local staff and expatriates to achiev

26、e company mission: “to be the most local of the international firms, the most international of the local firms” Directors have on average 5 years experience working at Ogilvy PR.,Ogilvy Public Relations in China,CLIENT,Ogilvy Public Relations Worldwide,Ogilvy Public Relations Worldwide Corporate com

27、munications Campaigns Public diplomacy campaigns Environmental PR Investor relations Crisis managementInternal communications Market intelligence Local and international media campaigns Public affairs Creative services,Whats PR Ogilvy PR in China UPS & Ogilvy PR in China China Media A look at 2004 F

28、orward to 2005,Agenda,UPS and Ogilvy PR in China,First Ogilvy office to take on the UPS account in Asia in January 2002 (regional acct. won in early 03) Been working on a retainer basis since then Account teams in each Ogilvy office in China under Beijing office leadership,Whats PR Ogilvy PR in Chin

29、a UPS & Ogilvy PR in China China Media Overview A look at 2004 Forward to 2005,Agenda,Changing media landscape,Increasingly competitive environment Huge amount of media 10,700 newspapers and magazines, 1,800 radio and 2,200 TV Channels.,Chinas 2nd largest media gp listed in Hong Kong recently,First

30、Chinese media group to list,Ventures with international media groups,Initial public offerings,Changing media landscape,Power of the internet Accelerating spread of crises Rise of nationalism Flamed by media outlets Anti-Japanese, anti-foreign monopoly Rise of investigative journalism Tolerated as lo

31、ng as directed at business or non-official targets Foreign media paying increasing attention to what Chinese press saying,Some Implications,Media are hungrier for news, particularly negative news, than ever before News is proliferating like never before UPS will not be immune from nationalistic atta

32、cks Media are becoming more sophisticated in reporting on issues and their relevance to business,Whats PR Ogilvy PR in China UPS & Ogilvy PR in China China Media Overview A look at 2004 Forward to 2005,Agenda,2004 in review,2004 in review,A year of anticipation A year of increased industry and compe

33、titor focus on China A year which defined UPS future in China,2004 in Review,Executive visits and interviews Media relations for Mike Eskew, David Abney, Lea Soupata, Steve Okun, Daniel Chen, Gary Wu Total 17 interviews arranged 16 press releases distributed Key events at BOAO, US-China Aviation Agr

34、eement Year culminated in DRAGON announcement in Beijing,Dragon,UPS announce agreement with Sinotrans to take direct control of international express operations in key cities Morning after signing of agreement Ken Torok hosts domestic and international press briefings in Beijing Release goes out sim

35、ultaneously to international media and other domestic media in SH and GZ Press briefings the following day in Hong Kong,Lea Soupata China Visit April 2004,UPS sponsored BOAO Forum April 2004 and Dec 2004,UPS Guangzhou-US Direct FlightDec-2004,UPS to build hub in ShanghaiJuly-2004,Measurements,Echo C

36、lip numbers.,ECHO Media Analysis,ECHO Media Analysis,Echo - a media evaluation study conducted by Echo Research Inc. on media coverage of UPS and key competitors in selected markets globally. First commissioned in 1998. Covers 15 countries at present. In Asia, Echo analysis is done in Hong Kong, Sin

37、gapore, Taiwan, China and Japan. Rating is applied to each news article on a scale from 0 to 100. Score based on placement, prominence, visuals, strength and presence of messages, sources, content and tone.,2004 Overview - Global,Total annual volume grew 10% from 3,710 to 4,076 Rating increased from

38、 58.6 to 59.1 with Japan contributing above average score of 62.2 Total positive messages increased from 1,929 to 2,401 Total negative messages dropped from 49 to 38 Leading product/service UPS CampusShip Leading favourable spokesperson Scott Davis,2004 Overview - Global,Proactive communications con

39、tinue to improve - to 62% (from 53% in 2003). Media interest in China is high with Sinotrans & Menlo announcements being the top 2 proactive stories. UPS SCS profile has increased (mentions up 66%) but still room for improvement in Asia Pacific. DHL intruding into UPS coverage (SOV up by 22% in Q4).

40、 FedEx SOV fluctuated but was down in 2004 overall. China expansion and financial performance were most successful topics for spokespersons.,2004 Overview Asia Pacific,Ken Torok solidified UPSs strong presence in Asia Pacific region with his persistent media presence over 100 favourable items and a

41、67 rating. Ken Torok was top global spokesperson in Q2/Q4-04. UPS profile was raised in China and Taiwan. Taiwan recorded biggest volume gain (+96%) responding to UPSs China expansion plans and spearheaded by Benjamin Choi. Japan averaged 18.7m impressions a month. China profile was up 9%. Singapore

42、 volume dropped 40%.,ECHO 2004 Results - Asia,2004 Leading Messages,UPS Leading Spokespeople,Going Forward,Strategy to build UPSs image as an international presence in Asia Pacific not foreign or American. China Sinotrans deal CSR initiatives. UPSs reputation as a good employer. Japan needs a stronger spokesperson. SME market still largely untapped. Awareness of UPS SCS in Asia Pacific needs to be raised.,UPS in China2005,2005 Objectives,Take the post-Dragon China story forward and raise momentum, focusing on: The China expansion story as it happens Service