Place marketing & Place communication Principles, Experiences, Solutions

1. Place marketing & Place communicationPrinciples, Experiences, Solutions Kārlis Apkalns Jelgava, 8th June, 2007 Siauliai, 14th June, 2007

2. Rules of the Seminar • Everybody is equal • All the questions are good questions • Exemption – the question not asked • Comments / experiences • Languages??? • Mobile phones • Time

3. 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

4. Who are participants? • Where I am from? • What do I do? • What do I want from this seminar?

5. Siauliai Agenda • Topics covered in Jelgava (really shortly) • Public Relations / Media Relations • Lets’ make NEWS and STORIA! • Questions, discussions, experiences

6. Place Product development 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 Place marketing is for: 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 IFour hours in 10 minutes

7. We sell legends To sell means to earn money Good legend has Something naturally attractive Something a bit dramatic Something a bit mystic Good legend/brand is Valid Believable Simple Appealing Distinctive Place information channels 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 Jelgava seminar IIFour hours in 10 minutes

8. Public Relations – WHAT, WHY & HOW?

9. PR – what is it? • Definitions • From “normal” people • From academicians • Audiences • Main PR functions • Main PR tools • More frequent tools • Wider list

10. 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

11. 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

12. Publicity Communication Public affairs Issues management Government relations Financial public relations Community relations Industry relations Minority relations Advertising Press agentry Promotion Media relations Propaganda PR functions

13. What do PR people do? Deliver decisions to the public Shape the decisions Send out press releases Organize PR events

14. Groups of PR tools Internet site Community work News Corporate identity materials Speeches Special events Audiovisual materials Written information

15. PR tools* * www.hillknowlton.lv

16. 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

17. 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

18. 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

19. PR Professional and Media – HOW?

20. 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

21. 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

22. 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

23. 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”

24. “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

25. You gotta tell a story...

26. NEWS & STORIA

27. 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

28. 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

29. 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”

30. 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”

31. Place Public Relations – HOW?

32. 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

33. If I’m selling to you, I speak your language. If I am buying, dann mussen Sie Deutsch sprechen. Will Brandt, ex-Chancellor, Germany

34. 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???

35. 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?

36. Questions? Comments? Kārlis Apkalns apkalns@gmail.com Mob. +371 29 231 666

37. 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.