Thursday, 25 September 2014

Media and Social Engagement Plan

Introduction
The purpose of this paper is to study the process of churning out an effective PR campaign aimed at launching a product. The specific product in context of which the study is made, is the smart phone Samsung Galaxy S 4; due to be launched in the UK market in 2013.
The report will aim at providing a creative as well as strategic solution to the technology brand, by taking into consideration its potential market, brand image and closest competitors.
The probable lessons from this exercise will be derived in sheer understanding of the dynamics that rule the management of public relations in modern organisations.  

Key Factors Influencing Plan Strategy 

Identify target audiences

The target market for smart phones such as  in the UK is an age group between 22-52 year olds, who are relatively financially independent and belong to the middle class (or other high income groups). Such a segment may or may not be particularly geeky but is definitely technologically aware. This target group is one which closely follows technological advances, as such developments affect this group the most; as the members of this target group are always connected through technology and their work life and social interaction often rests on technology. These people often find affiliation in owning the smartest tech products.

Identify target media

Public Relation strategists have long realised that a particular product is not for everyone; hence, when we design the campaign for Samsung S4, due care is taken to select the media (both online and offline), which caters specifically to our target audience. The choice of media in this case is directly derived from the lifestyle choices of the target consumer. Since the potential buyer spends hours in front of the screen researching consumer experiences on technology blogs such as zath and electric pig or discussing the same on Facebook, use of such media cannot be ruled out. Offline media like technology and lifestyle magazines, and mass consumption newspapers, radio and broadcast mediums such as television news will be effective.

Develop story angle

It is of prime importance to create a story which the media finds relevant to be reported and the audience finds exciting enough that it captures its attention. The story around Samsung S4 should create a buzz for the product and build excitement and anticipation for the product launch. The story should be powerful enough to communicate a glimpse of the offerings of the product yet be able to keep the audience guessing. It should also follow an unbiased factual approach so the media can easily accept it as information of relevance rather than plain advertising.

Devise key messages

The key or the core message of the public relations activity should be the same across all mediums. In case of Samsung the suggested message for the campaign should be on the lines of ‘a new revolution’ – it should communicate the idea of the next big thing. The war between phone companies on the basis of technological specifications is passé; almost all offerings in the market have identical specs for about the same price. The next generation phones as  will fight on the basis of technological innovations rather than specifications and price.

Identify key influencers

Studies have shown that people tend to be influenced more by people rather than TV screens and Billboards. This is especially true in case of technology products where one would rather consider the advice of a ‘techie’ friend than an advertising commercial. Therefore, it becomes critical to have a plan that focuses on educating and impressing such influencers who play a critical part in the decision making by the potential consumer. Such influencers could be writers for technology magazines, technology bloggers, or simply various ‘geeks and nerds’ who contribute to technology forums and are often opinion leaders in various related social networks.

Traditional media
PR plan to be implemented in traditional media is elucidated upon below:
1.     Press Release/Conference
The PR agency will make press releases at various stages preceding the launch. This will be done by personally contacting journalists and reporters as well as publishing an online press room dedicated to the purpose.
While making such press releases it should be kept in mind that the content is short, succinct, concise and objective to capture the interest of news makers. It shouldn’t look like a free advertisement, otherwise broadcasters and publishers may not release it to the masses.
Near to the launch a press conference will also be arranged for various concerned technical publications and broadcasters. In this conference the various benefits and features of the phone will be elaborated upon.
2.     Public Interaction with company officials
The public relations program relating to conferences and interviews would involve company officials to interact with various media personnel and masses. Usually it is observed that the CEO is pushed amidst public glare to handle all questions. However for a technology product it is recommended to send someone who is passionate about the product (for interviews on technology related platforms) and knows it in and out; even its weaknesses. CEO and other officials should attend lifestyle gatherings. However, all members of such interview teams should be well versed with key product features and Samsung’s stand on the Apple-Samsung court conflict. Knowing one’s weaknesses, stand on important issues and, purpose and benefit of product will help in handling criticism effectively.
3.     Print
The print media employed for pre launch PR exercise for Samsung will be of three types chiefly:
a)      Newspapers- which are mass consumed, such as Sun and The Guardian can be aimed for press releases and advertisement features. Journalists of such publications should be contacted and be provided with clear and concise information (with attractive pictures) about the product launch.
b)      Magazines- Press release can be targeted to lifestyle magazines as well. However, this process should be commenced 2-3 months in advance as magazines are planned over long periods. Also content in such magazines should focus on status and lifestyle value of the proposition.
c)       Technical Journals- should be provided with the technical specifics and detailed review of the product. All technical benefits and superiority of the product should be logically stated so as to appeal to the editors and audience (which is ‘techie’) of such magazines.
4.     Television
An average person in the UK watches TV for approximately 4.6 hours a day. This is a lot of exposure to the screen hence, TVs importance as a public relations tool cannot be ignored. Various tech shows, interviews/debates and news rooms can be approached before the launch to build a buzz for the product. Planning for such events will require week to fortnight in advance of scheduled dates. Also, company officials (who will represent on such shows) must be thoroughly educated about the product and other issues. Additionally advertisement features can be broadcasted to build excitement around the launch.  
5.     Radio
Approximately 85% people in the UK listen to radio during the day. This could be while commuting or at other leisure times of the day. Radio (just as television broadcast) can be used to build excitement around the product. Various contests on radio channels relating to S4 can be hosted to stimulate a viral campaign. Additionally company representatives can be scheduled for interviews by popular RJs (on programs connecting with the target market). Attention must be paid whether such radio shows are technical or pop culture related, representative choice should be made according to the requirements of the show. Although radio communication tends to be short lived but, it can go a long way in building sub conscious perception and attitudes influencing final decisions about the product.

Social Media
1.     Social networking sites
Websites such as Facebook and Pinterest can be of critical importance in building awareness about the product; especially when their use is free to all. However, to attract the public gaze amidst the clutter of information on such platforms is a difficult task. We will allocate a budget for paid advertising on such platforms so audience can be directed to pages where attention grabbing information about the product launch is posted. Keeping the message very short but effective along with good pictures will be important here.
The PR efforts on this platform for S4 should start from the existing platform built by Samsung (for example existing facebook page) 2-3 months preceding launch and should continue post launch until the next generation product is conceived.
2.     Blogs
Blogs especially technical have a big role in influencing purchase decisions for technology products such as S4. Surveys have shown that a large number of people (an absolute majority) trusts these bloggers as opinion leaders and take their word for it! Providing clear detailed information about the key features, purpose, benefits and relevance of the product to such bloggers is essential to ascertain a positive word about the launch on blogs.
An ideal letter to a blogger should be on the following lines:
The S4 is developed on ___platform, apart from having ___features it sets itself apart by providing ____technological innovation, which is a first. The user will benefit from the futuristic application which is unparalleled. Also the minimalistic design scheme makes a lifestyle statement and keeps in tune with the potential user’s choices.
3.     Forums
Forums are another platform where technology freaks interact and discuss about products. The 1-9-90 rule should be kept in mind while feeding information on such forums. That is, 1% person initiates discussion. Usually 9% provide responses and the rest 90% absorbs the information. Here too, people often visit just to gain information from ‘learned’ opinion leaders who participate on such forums. Providing accurate information here will help develop an unbiased, healthy and positive word about the product and company’s reputation.
Providing accurate information to bloggers as well as moderators on such forums should do the required. However, posting under fake names should be avoided as it is generally discovered and criticised. Samsung should avoid directly participating in discussions on such forums and if at all it does, identity should be fully disclosed to gain credibility.

4.     Other Websites/Online Press Rooms

Mediums such as online ads on various search engines will also be utilised to direct target population on relevant pages relating to the product. Information feed to various other websites will also be provided which help in forming public opinion. Such websites could be news sites or comparison websites. They are of extreme relevance in case of technology products, where the sheer pace at which technology changes and the availability of plethora of options, makes the general populace demand a source of objective and relevant information (and at times opinion too). Also online press rooms will be maintained to feed written, pictorial and video information to various press and media entities.

Timeline

The prospective launch date for Samsung S4 should be in the month of March or April of 2013. The underlying reasons for fixing such months for the launch are:
1.       Press releases and features in magazines would require planning at least 2 months ahead of the launch date.
2.       Building momentum and following on social media platforms such as Facebook and Twitter will also require 1-2 months of active campaigning on such media.
3.       Finding appropriate slots and pitching at the right moments for publicity via newspapers will also require patient watch keeping.
4.       It is speculated that Apple will launch iphone6 (competition to S4) next year (that is 2014); by launching early, Samsung can gain market share and loyalty also, gaining a chance to prove to the public that it does not plagiarises technology that some other company (as Apple) develops.
Hence, if efforts are to start post Christmas 2012, the launch date must be 3-4 months ahead of commencement of such PR efforts. 

Conclusion

The report has been effective in providing a sketch of PR efforts that will be required to launch Samsung S4 in the UK market. The report highlights the key media that will be required for communication along with effective approaches to communication. The crux of the report lies in designing the most efficient strategy under the budget constraints and timelines, which will help in establishing market share and countering competition.

References

1.       M.t3.com/news/iphone-6-release-date-rumours-features-and-news
2.       www.expertreview.co.uk
3.       M.guardian.co.uk/technology/2013/mar/05/Samsung-galaxy-s4-leak-phone
4.       www.wired.co.uk
5.       Mobile.pcadvisor.co.uk
6.       M.techradar.com
7.       www.dailymail.co.uk
8.       www.newstribe.com
9.       www.apple.com/iphone/
10.   M.t3.com/news/Samsung-galaxy-s4-will-surprise-and-delight-on-march-14-says-leading-analyst


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