Growing ideas in the field of modern PR

MANILA, Philippines - Social networking is beginning to wield its power more than ever, as seen during the end of Hosni Mubarak’s 30-year reign in Egypt. China’s efforts to block Facebook only produced clones of the social network site, proving to all that net revolutionaries all over the world can actually break down the virtual walls of censorship. Some OFWs in New Zealand were able to get in touch with their relatives here in the Philippines through the same social network.

Indeed, social media networking is definitely making the world smaller, getting us reconnected with friends and loved ones from places we’ve never been. We can now constantly keep in touch with them – in good times or in bad – as if they are just living next door. It is this reconnection and revitalized communication that send marketing mavens grappling for new ways to catch people’s attention.

Sterling ideas that seemed to have become rare in the late ’90s suddenly found new inspiration from possibilities presented by new media beginning in the early 2000s. In the Philippines, however, traditional media continues to be the primary choice for marketers. Although Filipinos are slowly increasing their presence and participation online, broadcast and print still remain as the mass media not by choice, but by virtue of access.

Philippine marketers are aware that majority of Filipinos barely have direct, immediate, or unlimited access to the Internet using computers. Internet access through mobile phones is also limited due to cost constraints, even with unlimited access plans being offered by telcos. It is for this reason that, while aware of the advantages of having online presence, marketers remain circumspect about adopting new media as a marketing tool.

The fact that the Philippine market has yet to warm up to online media presents a world of possibilities to explore for marketing think-tanks. Sure, advertising still holds a certain degree of advantage simply because it can buy its own space and time to talk to its intended audience. But PR, though still struggling between “old school” practice and new media, holds a great advantage over mainstream advertising – that of transforming communication from mere information dissemination to advocacy.

Weber Shandwick, a leading public relations agency in the world, has been at the forefront of mobilizing advocates to spread information that consumers seek. James Warren, Weber Shandwick’s chief creative officer for digital, defines advocacy as “the delivery of positive messages by independent third parties that promote a perception about a thing (product, service, organization, person).” He says that PR can answer questions by consumers through the power of advocacy – something that advertising does not have the luxury of doing due to time and space constraints.

“A good PR has detailed knowledge of his client’s business and industry, the current and upcoming issues and trends that are shaping the news agenda. A very good PR will also know which advocates the intended audience is most influenced by,” Warren said.

Marketers must now realize that Filipinos are beginning to appreciate the kind of information, news, and knowledge that fellow consumers have about institutions and brands. What they pick up from online content is then shared by word of mouth. On the other hand, traditional media entice the market to go online for more information, clarification, and further discussion. Similarly, online discussions sometimes trigger news for the traditional media to explore. A case of chicken-and-egg.

True, real-time updates of news and issues will only be appreciated by those who have immediate and unlimited access to the Internet. It is also true that PR agencies will continue to push their clients toward adopting new media as a vehicle for reaching out to their audience, even when clients would still gauge successful PR through column inches on print publications.

The constant truth, however, is this: Brands need to sustain their relevance by creating deeper and more engaging experiences for their consumers. No amount of glossing over can construct and maintain a brand’s reputation except through the organic growth and evolution of true advocacy PR of modern times.

(Carmen Dulguime is the corporate editor of Weber Shandwick Manila. Weber Shandwick is a leading global public relations agency with offices in 74 countries around the world.)