career
We shouldn?t be careless in finding partners. For example, when we ? girls ? have just met a new guy, then directly asked that person to be our boyfriend.
We shouldn?t be careless in finding partners. For example, when we ? girls ? have just met a new guy, then directly asked that person to be our boyfriend. Actually, we need to make him know us better, so that he is assured about us being the right person and he is then willing to be our loved one.
This was a good analogy as an example presented in a public relations seminar titled “Corporate PR and Branding”. This seminar was a part of a series of events “Communication Avenue: Expand Your Horizon”, held on March 8 ? 11, 2010. The goal of this seminar is to answer the needs of understanding the term ?branding strategy?. The speaker at this seminar was Admardatine Marianne, Managing Director of Ogilvy Public Relations Worldwide Indonesia. She is the PR practitioners and deals with many international clients.
Marriane symbolized product selling as a process of finding a partner. It is important to make ourselves be known first. For Marriane, the role of advertisement in this situation is only as far as being an announcement. “This is my product!? she said, while at the same time roleplaying it. However, the problem is, almost all products compete with one another. And to win consumers, Marriane gave a key question “How is my brand useful for you?” This is the basis of a PR?s real job.
According to Marriane, a PR works with the principles of goodwill and endorsement. “Goodwill means that a PR must have good intentions in marketing the products. Endorsement means that a PR needs to make some kind of supports in order to make the products look convincing to consumers,” she explained. From the example above, goodwill is illustrated as someone trying to get to know the other person more intimately. Endorsement is shown by the analogy of trying to be close to people surrounding the target partner.
According to her experiences, PR would need a lot of researches, either to clients or consumers. ?A PR must be confident, and able to build his/her clients? trusts,? she said at the end of the seminar. (dar)
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