2020 Indonesia Media Landscape Highlights
Overview COVID-19 has posed a serious threat to the sustainability of Indonesia’s media industry. According to Asmono Wikan, the Secretary-General of the Newspaper Publishers Union (SPS), which represents more than 400 media companies in Indonesia, many media professionals are at risk of losing their jobs. Nearly half of SPS’ members have retrenched staff or are planning to do so. The pandemic has also posed risks health risks to some media professionals in the country. According to findings from the Independent Journalist Association (AJI), more than 70 media professionals tested positive for COVID-19 or are suspected cases from March to July last year. Besides the health crisis, Indonesia’s turbulent political climate has also shifted information consumption habits. In recent years, the competitive landscape has led to the polarization of societal views, which are reported by more partisan media outlets. As a result, some audiences only consume or trust information that supports their political choices, without trying to find a balance. However, Indonesia's media industry felt the pressures of digitalization - like in many markets in APAC. The number of online media readers increased by up to 200% – according to a survey by Indonesia Digital Media Association’s (AMSI) with its 300 members from April 25 to May 5 2020. On the contrary, advertising revenues of online media outlets dropped by an average of 30 to 40%. The decline is more significant in local online media that are based in second and third-tier cities, which saw a dip in advertising revenue by up to 80%. This is due to the local governments reducing their advertisement budgets and investing more resources to handle the pandemic Key Developments [caption id="" align="alignnone" width="622"] A virtual talkshow by KapanLagi Youniverse. (Source: Facebook)[/caption] More Virtual Events: In response to the growing readership, online media group KapanLagi Youniverse adapted to the movement restriction situation by organizing 10 times more live online events than pre-pandemic days. “Since October, our virtual events have been quite successful. This is not a long-term effort. But at least our staff can work from home, without us doing layoffs," explained Steve Christian, CEO of KapanLagi Youniverse on the Marketeers Webinar series. More Paid Content Subscriptions: According to the Media Industry Outlook 2021 report by a marketing consulting agency Inventure, 65.4% of respondents under 25 years old in Jabodetabek (Jakarta metropolitan area) accessed video content via paid streaming platforms during the pandemic. Meanwhile, 88.2% of people aged 45 and younger prefer to access online media to reading print articles. TV Viewership Goes Up: The number of television viewers has increased as people are staying home. Data from the Indonesian Broadcasting Commission (KPI) shows that TV viewers have increased by more than 50%. This is because people are very concerned about the development of the COVID-19 situation. TikTok Revolution: The popularity of the social video app among social media users in Indonesia was at one of its highest points early last year. TikTok’s widespread use gain momentum when celebrities and social media influencers started using the app too. According to Sensor Tower research, Indonesia is the fourth largest market for TikTok in terms of the number of users. In July 2020, 8.5% of the app’s downloads came from the country (out of a total of 65.2 million downloads). There are more than 30 million TikTok users in Indonesia. The Rise of Podcasts: The audio medium becomes even more personal as more people listen to podcasts with Podcasts, which were originally reminiscent of radio shows, have now changed into casual chat show formats. According to Spotify, Indonesia has the highest number of podcast listeners in Southeast Asia. “It predicted that there will be 2.2 billion podcast listeners per month by 2024,” said Semuel Abrijani, Director-General of Informatics Applications (Dirjen Aptika), Ministry of Communication and Information. READ MORE: Indonesia Media Landscape Highlights 2019: How to reach out to both Digital and Traditional Media New Key Media Outlets Here are some note-worthy media outlets that were launched in Indonesia last year: @PandemicTalks This popular Instagram account provides COVID-19-related information in the form of eye-catching infographics and interesting narratives. With more than 220,000 followers, @PandemicTalks disseminates bite-sized information that enables netizens to learn something new every day. The Indonesia Government’s COVID-19 Site COVID-19 has dominated the news on online, TV and print media. The go-to source for the most trusted, updated and comprehensive news on COVID-19 and economic recovery comes from this government news site. It also serves as the main source of public information. Other news sites that are run by the relevant government ministries include Kominfo (Ministries of Communication and Informatics) and Kemenkes (Ministry of Health). The Ministry of Economy Coordination has a dedicated section on their COVID-19 recovery program. 2021 Outlook [caption id="" align="alignnone" width="853"] Digital media platform IDN Times started Our Newsroom, an online news programme targeted at millennials. (Source: IDN Times)[/caption] Riding on the momentum of change in the media industry in 2020, consumers and advertisers are moving more rapidly to digital channels. Consumers expect greater value and better customer experience from spending time on the platform, while advertisers expect more revenue to be generated. With increasing competition among media outlets, access to user data is the key to success. The business model has given rise to consumer-creators and hybrid monetization opportunities. As a result, regulators are increasingly paying close attention to platforms that distribute media content. According to the online show #OurNewsroom by IDN Times, a digital media outlet targeted at millennials, media leaders in Indonesia admitted that the pandemic has sparked the rapid growth of innovation on digital platforms. This will continue this year or after the pandemic has subsided. Traditional media such as newspapers, magazines, radio and television will have to think of new models of business and production that are more tech and cost-savvy. Digital adoption is changing information consumption patterns rapidly and paid content will be an important part of the media’s survival plans going forward. READ MORE: 2021 Asia-Pacific Media Landscape Outlook This is the 6th instalment of PR Newswire’s 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. This blog post is written by Afif Maulana, Audience Development Executive at PR Newswire in Indonesia. He is in charge of partnerships, expanding media network, organizing events, conducting media interviews, and other company-wide projects for the Indonesian market. You can contact him at afif.maulana@prnasia.com.
The Impact of What Elon Musk Is Saying On Twitter
Elon Musk’s Twitter account, which has more than 48 million followers, is one of the most closely watched ones in the world. On February 20, the Tesla and SpaceX entrepreneur wrote a seemingly innocuous comment on Twitter that bitcoin prices “do seem high”. Two days later, the price of Bitcoin dropped by more than $3,000 within 5 minutes – shortly after the opening of the US stock exchange. The decline plunged as much as 17% within 24 hours. Tesla, which had bought $1.5 billion worth of bitcoin, also saw its stock prices drop. This is not the first time that Elon Musk has influenced his company’s share or Bitcoin prices through his Twitter activity. Previously, after the billionaire tech titan changed his Twitter bio to #bitcoin, the price of Bitcoin rose from 32,000 U.S. dollars to nearly 38,000 U.S. dollars. As a celebrity entrepreneur, Elon Musk's every move on Twitter is examined. On February 2, he posted "Off Twitter for while", which triggered yet another round of news reports. [caption id="" align="aligncenter" width="957"] Source: Falcon.io Benchmark[/caption] The number of replies to Elon Musk’s infamous tweet garnered more than 34,000 replies - much higher than the average number of replies to his tweets over the past 12 weeks. [caption id="" align="aligncenter" width="647"] Source: Falcon.io Benchmark[/caption] After Musk announced that he was taking a hiatus from Twitter on February 2, 90% of his tweets published in the past 12 weeks had less than 11,715 replies. Naturally, this move aroused the attention of the media around the world, who followed up with news reports on what exactly was Elon Musk doing while he claimed to be "off Twitter". [caption id="" align="aligncenter" width="837"] Source: Falcon.io Benchmark[/caption] However, this Twitter hiatus didn't last long. Less than 48 hours later, Musk resurfaced on Twitter on February 4 with a slew of re-tweets and started posting up to 10 tweets in a day. Reviewing Elon Musk's 2020 Twitter Activity [caption id="" align="aligncenter" width="881"] A word cloud on key terms used by Elon Musk on Twitter. Source: Falcon.io Benchmark[/caption] We review Elon Musk’s Twitter activity in 2020 with Falcon.io, the unified social media and CX management platform. Last year, he posted 3,684 tweets. Besides ‘Tesla’, ‘Bitcoin’ became another frequently-used hashtag on Twitter. Among his tweets, 11% of them were written by him (Proactive tweets), 9% are Retweets, and a whopping 80% of them are Replies. This shows that Musk likes to interact and engage with netizens. The highest number of proactive tweets in a day was chalked up on July 15, when he posted 9 tweets, while 37 replies were recorded on July 2 - even higher than former US President Donald Trump, who is an avid Twitter user. [caption id="" align="aligncenter" width="785"] The number of Elon Musk's proactive tweets saw a record high of 11.9% on 15 July. Source: Falcon.io Benchmark[/caption] How does Elon Musk’s Twitter activity compare to Tesla's and another influential company CEO – Amazon’s Jeff Bezos? Of Musk's 390 proactive tweets in 2020, 28 of them were re-tweeted on Tesla’s Twitter account, which attracted a whopping number of 2,956 replies. In contrast, Bezos only produced 11 proactive tweets for the whole of 2020. [caption id="" align="aligncenter" width="922"] Elon Musk puts out more tweets on his Twitter account than his company Tesla's account and that of Amazon CEO Jeff Bezos. Source: Falcon.io Benchmark[/caption] [caption id="" align="aligncenter" width="940"] The number of replies on Elon Musk's Twitter account surpasses that of Telsa's official Twitter account and Amazon's CEO, Jeff Bezos. Source: Falcon.io Benchmark[/caption] [caption id="" align="aligncenter" width="813"] Source: Falcon.io Benchmark[/caption] With Falcon.io Benchmark, we can analyse the engagement rates on Twitter accounts - down to the most engaging tweet and optimum timings for Twitter engagement. Musk has 6 times more followers than Tesla on Twitter, while the average engagement rate of Musk’s Twitter posts is close to double that of Tesla’s. Looking at the great disparity in following between Musk’s and Telsa’s Twitter accounts, it is no surprise that Tesla is looking to beef up its customer service support for its CEO online. According to media reports, Tesla is hiring “Customer Service Specialists” to handle a range of customer issues including addressing customers’ complaints that are directed to Elon Musk via social media. Musk regularly tweets about product updates, opinions on Tesla’s stock performance and even responds to customer’s comments on Tesla’s products. [caption id="" align="aligncenter" width="1144"] Source: WSJ.com[/caption] Although some may think that Musk spends too much time on Twitter, he thinks otherwise as most of his tweets are centred around issues that he is trying to resolve. At the same time, he also urged people to take his tweets with a pinch of salt. Those who know better would note that Musk’s tweets are no ordinary tweets. The charts and figures in this article are put together using Falcon Benchmark, which listens to what over 100,000 brands are saying on social media and understands how the audience is reacting to that. Clients use Benchmark to help them create better content, get more certainty around their social media strategy, and automate all their reporting. Contact us for more information on Falcon.io, your one-stop platform for social media communications. Companies that have worked with Falcon.io include Carlsberg, Coca-Cola, McDonald's and L'Oreal. The original version of this article is written by Wendy Huang, Senior Communications Strategist, Global Communications at PR Newswire.
2020 Vietnam Media Landscape Highlights
Overview One of the fastest emerging economies in Asia, Vietnam is home to a digital population that is highly connected to the Internet and mobile devices. In a country of 96.9 million people, there is a 70% internet penetration rate – the number of internet users in the country increased by 10% to 68 million last year. There are also 145.8 million mobile phone connections and 65 million active social media users as of January 2020, according to the 2020 We Are Social Vietnam Report. Despite the strong digital presence, the popularity of traditional media has not diminished in Vietnam. Television remains a powerful form of mass media – the number of television channels increased by 18% to 87 channels last year and more than 8 in 10 people watch television daily, based on figures in the Kantar Media TNS Media Vietnam Report. Vietnamese people spent a daily average of more than 6 hours on the internet, while more than 5 out of 10 internet users read a print newspaper or magazine in the prior month. With stiff competition from social media in the advertising sector, traditional media outlets in Vietnam have seen a decline in ad revenue in 2020. This is compounded by the economic difficulties due to the impact of COVID-19. At the National Press Conference in December 2020, some print media outlets reported a 70% drop in revenue, while the overall profits of the broadcast sector saw an 8% dip. Key Developments [caption id="" align="alignnone" width="650"] Vietnam Television (VTV) collaborated with the Ministry of Health on Steadfast Vietnam, a programme on the latest COVID-19 updates.[/caption] The Role of Media in the Fight Against COVID-19 Both traditional media and social media played an important role in managing the pandemic in Vietnam. According to the Ministry of Information and Communication report, the press published a total of 560,048 pieces of articles on COVID-19 from February 1 to May 31, 2020. On the news sentiment, 42% of them are positive, 35% are neutral while 23% are negative. In September, the Ministry of Health, in collaboration with Vietnam National Television (VTV) Digital, launched the Steadfast Vietnam programme. It aims to support and update information on the fight against COVID-19 in Vietnam. According to the Ministry, the media was active in informing and educating audiences, complied with legal regulations and the direction and orientation of the authorities, actively fought against fake news and false information. The media also showed how the authorities in Vietnam are doing their best to prevent and control the pandemic. Social media has become a pivotal channel that connects people to the authorities. It has also helped the government in surveillance and reporting suspected cases. The Ministry of Health has been sending regular updates on the COVID-19 situation via its Zalo account since 28 January – 6 days after Vietnam confirmed its first case. The Government's official Facebook page, which has been around since October 2015, has grown massively following over the past year. Its number of Facebook followers increased from 298,376 in May 2019 to 939,335 in May 2020. 2. The 95th Anniversary of Revolutionary Press Day 2020 marked the 95th anniversary of Revolutionary Press Day in Vietnam. Various activities were held across the nation to mark the event in June. In conjunction with the event on June 21, the Ho Chi Minh Communist Youth Union Central Committee launched its new Youth Science Research Magazine and will continue to be published on a monthly basis. Also, after two years of preparation, the digital version of Ninh Binh Province’s Newspaper was officially launched on the same occasion. On June 24, Vietnam News Agency’s Danang TV station made its debut in Danang City, aiming at improving the communications in the Central Highlands region of Vietnam. Rise of subscription video-on-demand services In terms of media consumption habits, changes are inevitable due to social distancing measures. According to the Vietnam Media Intelligence 2020 report by eMarketer, GlobalWebIndex and Starcom Worldwide, more consumers in Vietnam are using subscription video-on-demand (SVoD) services like Netflix. In H1 2020, 62.3% of internet users polled had used SVoD services to watch TV programs, films, and other video content in the previous month, compared with 56.2% in H1 2019. The overall adoption of video-on-demand (VoD) stood at 84.0% of internet users in H1 2020, thanks to the expansion of time-shifted and digital viewing options. READ MORE: APAC 2021 Media Landscape Outlook - A summary of what to anticipate in the media sector in 2021 New Key Media Tạp Chí Khoa Học Thanh Niên (Youth Science Research Magazine) This monthly magazine, which is started last June, focuses on science and research news that is targeted at young people. 2. Thị Trường Tài Chính Tiền Tệ Online (Financial and Monetary Market) The 25-year-old Thị Trường Tài Chính Tiền Tệ magazine launched its online version in September 2020. The magazine is the voice of Vietnam Banking Association, which is a voluntary professional organization of credit institutions in Vietnam. The magazine features finance, monetary policies and general business news. 3. Mekongsean Magazine Mekongsean Magazine reports on the news and developments surrounding the Vietnam branch of Vietnam-ASEAN Association for Economic Cooperation Development. It focuses on general business news in Vietnam and the ASEAN region. 4. Sức Khoẻ Cộng Đồng Online Magazine Sức Khoẻ Cộng Đồng Online Magazine covers health and medical news in Vietnam and publishes news and developments from the Vietnam Association for Public Health Education 5. Enternews Magazine Enternews Magazine, which general business news, is the official magazine of the Vietnam Chamber of Commerce and Industry. The magazine’s predecessor is Diễn Đoàn Doanh Nghiệp Newspapers (The Enterprise News). READ MORE: PR Newswire Vietnam Marks First Anniversary – An Inside Look at Vietnam’s Economy, Media Landscape and PR Tips 2021 Outlook [caption id="" align="alignnone" width="765"] Vietnam’s Ministry of Health launched a TikTok campaign during the lockdown period last year.[/caption] With the surge of ‘fake news’ or rumors on social media, especially around COVID-19, in the past year, the Vietnam government has issued a directive for traditional media outlets to focus on more in-depth reporting to differentiate themselves from social media content. Instead of competing with social media outlets to break the news first, traditional media outlets should focus on in-depth news and analysis from credible sources. On the social media front, the popularity of the all-singing, all-dancing social media phenomenon, TikTok will continue to soar, especially among Generation Z and &. One-fifth of online users use the video-sharing app to view and share short-form videos on their phones - up from 15% in Q3 2019. Even government bodies have jumped on the TikTok bandwagon. Vietnam’s Ministry of Health launched its own #happyathome (#onhavanvui) TikTok campaign during the lockdown, sharing snappy videos on hand-washing, mask-wearing and social-distancing measures. For more communications resources in Vietnamese, visit PR Newswire's Vietnamese website This is the 5th instalment of PR Newswire’s 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. This blog post is written by Vũ Thái Dũng (Vincent), the Media Relations Manager at PR Newswire Vietnam. Vincent is in charge of partnerships, expanding media network, organizing events, conducting media interviews, and other company-wide projects for the Vietnamese market. You can contact him at vincent.vu@prnasia.com or connect with him on LinkedIn here.
2020 South Korea Media Landscape Highlights
Overview The COVID-19 outbreak has left a significant impact on almost every industry and the Korean media industry was no exception. According to a 2020 Media Report by Korea Press Foundation, 84.2% of newspaper and magazine businesses said they are experiencing a state of financial crisis. The situation is even more dire for daily and weekly newspapers and they have been suffering a dramatic dip in advertising revenue from last year. [caption id="" align="alignnone" width="805"] South Korea has one of the world's lowest rating in public trust of its news, according to a Reuters study.[/caption] In addition to that, the Korean media is also grappling with low credibility rates among local audiences. According to the Digital News Report 2020 by Reuters Institute for the Study of Journalism, trust levels in local news in South Korea are amongst the lowest in the world. Only 21% of audiences said that they trust the news in general. The report also showed that audiences in South Korea have one of the lowest-rated attitudes towards their country's COVID-19 news coverage - 57% of them agreed that the media has helped to explain what they can do during the pandemic. [caption id="" align="alignnone" width="784"] The New York Times will shift its APAC digital news operations from Hong Kong to Seoul this year. (Photo: AFP)[/caption] On the other hand, one positive industry development is The New York Times’s relocation to Seoul this year. The renowned news organization will be moving its digital news operations from Hong Kong to Seoul, after concerns over the implications of a sweeping national security law passed by China last June. The New York Times chose South Korea to be its regional hub due to the country’s friendliness to foreign business, its independent press and central role in several major Asian news stories. 2020 Key Developments [caption id="" align="alignnone" width="657"] Source: Korea Press Foundation[/caption] People are spending more time at home due to COVID-19 pandemic, leading to an increased amount of media consumption. According to various domestic research, more than 69% of people in South Korea said they spend more time reading news than before. Viewership on traditional media like print and radio has been on the decline for years, and COVID-19 has certainly expedited this process. However, TV viewership increased last year. Lockdown measures have brought about a surge in the number of television views. Video-on-Demand streaming services have seen a major spike in viewership, while live television programmes also became more popular due to the constant demand for up-to-date news. In response to the prevalence of cyberbullying and concerns about the mental well-being of celebrities, Naver, South Kore’s top web portal service operator, decided to remove the comment feature in its entertainment news section. In order to deliver more targeted and relevant news, Naver customized the “Most-viewed news articles” list on its mobile app to the preferences of its users. Previously, the list was standardized to all users. Naver has adopted an artificial intelligence algorithm to select the types of news articles that are shown to users. READ MORE: Journalists Share How COVID-19 is Affecting Media Coverage in South Korea New Key Media Outlets Here are some note-worthy Korean media outlets that were launched last year: Hankyung Bio Insight Hankyung Bio Insight, the first online and offline biotech magazine in South Korea, was launched last October. Run by South Korea’s top media company, Hankyung Media Group, Hankyung Bio Insight covers the latest biotech news and interviews. Good Morning Economy Korea Policy News has been re-launched as Good Morning Economy in October 2020. Previously, it was a news website that covers government affairs. Korea Policy News now had a print edition and has widened its coverage to economy and business news. KED Global The Korea Economic Daily Global Edition (KED Global) is another new media outlet launched by Hankyung Media Group in 2020. KED Global is a digital media platform that provides news and analysis on Korean companies, industries, and financial markets in 7 languages. READ MORE: High Context Culture: What PR Pros Need to Know About South Korea 2021 Outlook Media outlets in South Korea are experiencing a decline in newspaper circulation and are struggling to develop new revenue streams. An emerging solution that will be much talked-about this year will be the introduction of paid content services. This is, however, not a new initiative. Leading daily Chosun Ilbo has experimented with premium online services that offered exclusive news in 2013. However, it was not successful due to the lack of quality content and the lack of perceived value from readers due to the influx of free news and information from other news platforms. This year, more media companies will continue to experiment with paid content in order to find new revenue streams. Naver, the biggest search engine in South Korea, will launch its paid content subscription service later this year. The service aggregates news from major Korean newspapers such as Chosun Ilbo and Korea Joongang Daily. Kakao Talk, the most popular mobile instant messaging app in the country, is planning to launch its paid content subscription service later this year. The effects of the pandemic have accelerated digital transformation across traditional media and will continue to do so this year. The traditional newspaper industry has been changing to a digital-first approach, most major print and broadcast news outlets now maintain digital versions. This digital innovation will continue to reshape the media industry in South Korea in 2021. READ MORE: More 2020 Asia-Pacific Media Landscape articles can be found here. For more communications resources tailored for the South Korean market, visit the newly-revamped PR Newswire's Korean website This is the 4th instalment of PR Newswire's 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. Hwajin Choi is the Audience Development Executive focusing on the South Korea market at PR Newswire. If you would like to be featured, please get in touch at hwajin.choi@prnasia.com.
2020 Malaysia Media Landscape Highlights
Overview Media Consumption Inflated during the Pandemic The COVID-19 outbreak in Malaysia has spurred media companies to pivot their business strategies to meet the new needs and concerns of consumers in the new normal. In 2020, media consumption habits saw a major shift. The Malaysian Digital Association (MDA) analysed the viewership of key media publishing outlets to evaluate the media consumption patterns of Malaysians during the nationwide lockdown and Movement Control Order (MCO) that started last March. With many forced to spend most of their time at home, mainstream media outlets saw a surge in traffic as people constantly kept themselves updated with the latest COVID-19 developments on their mobile devices and desktops. [caption id="" align="alignnone" width="276"] Malay Mail was one of the mainstream media outlets that received an increase in viewership during the movement control order period last year. (Photo: Malay Mail Facebook Page)[/caption] According to the MDA, mainstream news outlet Malay Mail reported a 250% increase in visitors from March 15 to March 21 – the week that MCO started. Malay Mail ranked among the top-performing mainstream English dailies during that period. Other mainstream outlets that saw a spike in traffic during this period were The Star, Free Malaysia Today (FMT), Berita Harian, and New Straits Times (NST). The top-performing mainstream outlet is Chinese daily China Press, which outperformed the viewership of these media outlets during the first week of MCO. The Ceasing of Media Outlets and Anguish of Media Professionals [caption id="" align="alignnone" width="589"] Finance newspaper The Edge Financial Daily halted its print edition in April 2020. (Photo: The Edge Markets)[/caption] On the contrary, The Edge Financial Daily, one of the leading business and financial publications in Malaysia, had to reluctantly shut down its print operations after 13 years. The unexpected closure is caused by the shift towards digital news consumption as well as the fatal blow of COVID-19, which caused its revenue to dip. The Edge Financial Daily ceased its operations on 21st April 2020. However, its weekly newspaper The Edge Weekly and website continue to operate, providing the latest updates on the business and finance industry. [caption id="" align="alignnone" width="695"] Malaysian publisher Blu Inc Media, which publishes many lifestyle titles, was forced to shut down amidst digital disruption and COVID-19 uncertainties. (Photo: Hype.my)[/caption] Just one week after The Edge Financial Daily’s shock departure, another one followed. Major publishing company Blu Inc Media shuttered all of its lifestyle titles including Cosmopolitan, Her World, Harper’s BAZAAR, Marie Claire, and Shape, as well as its Malay-language titles such as EH! and Glam. The publisher said that it could not sustain its operations due to the challenges of fighting digital disruption and the compounded effect of the pandemic. News outlet Focus Malaysia announced last June that it terminated its monthly print and digital editions. This is due to challenges faced in distributing its print edition as well as the economic turbulence brought about by the pandemic. Focus Malaysia continues to report developments in business, politics and current affairs on its website. With the closure of media outlets, many media professionals have also lost their jobs. The National Union of Journalists (NUJ) Malaysia reported a significant decline in its number of members. At its peak, the association had close to 1,500 active members. As of March 2020, it has 486 active members. This is a result of retrenchment exercises in several local media companies and the termination of publications that were unable to pull through during these trying times. READ MORE: 2020 Singapore Media Landscape Highlights Key Developments Kini News Lab Launched Covid-19 Tracking Platform Independent online news portal, Malaysiakini launched Kini News Lab, a one-stop platform for citizens to obtain information on COVID-19-related information that is sourced from the Ministry of Health and state government data. Kini News Lab was set up last March when the pandemic first peaked. RTM News Channel Launched to Combat Fake News Last June, the Malaysian Communications and Multimedia Commission (MCMC) launched a multilingual news channel called “Saluran Berita RTM” (RTM News Channel) as an initiative to combat fake news. It airs talk shows, business news, magazine programmes as well as informative documentaries in four languages: Malay, English, Mandarin, and Tamil. With its main role as an advocate to counter fake news, the news channel runs a programme called “Pastikan Sahih” (Make Sure it is Authentic) to highlight and clarify fake information. The Resurgence of Utusan Malaysia Utusan Malaysia, the nation’s oldest Malay language daily, alongside its sister publication Kosmo!, a Malay language tabloid, made a comeback last year after they ceased operations in October 2019. The closure was due to the media company’s long-standing financial crisis that resulted in a protest by about 800 of its employees over unpaid wages. The Utusan Group is now owned by a new publisher, Media Mulia Sdn Bhd. READ MORE: Malaysia Media Landscape Highlights 2019: Shifting towards Multilingual & Digital Content Key New Media Outlets Although the media industry saw a slate of closures of titles, many new media outlets started emerging during this period. Here’re some of the key newcomers: TIN Media At the end of 2019, Travel Industry Network Media (TIN Media) made its debut as Malaysia's first independent travel trade media. This B2B publication aims to promote tourism by delivering news on the developments in the travel, tourism and hospitality industries in the country and around the world to aid travel industry professionals in their businesses. Dagang News Dagang News, a bilingual news portal dedicated to covering business and corporate news stories in English and Malay, was established on 1 July 2020. They focus on providing analysis of the impacts on businesses and the economy as a result of government and political policies surrounding Malaysia and Indonesia. The Vibes In September 2020, The Vibes was launched in Kota Kinabalu and Sabah in East Malaysia. With the tagline ‘Malaysia, From Every Side’, the news portal aims to promote quality and independent journalism. The Vibes provides coverage on political issues, business updates, world news, sports and fitness, culture and lifestyle. MalaysiaNow Bilingual current affairs website, MalaysiaNow was born on 20 September. They provide coverage in English and Malay on a wide array of topics ranging from politics, current issues, business and lifestyle around the world. READ MORE: 2021 Asia-Pacific Media Landscape Outlook 2021 Outlook [caption id="" align="alignnone" width="727"] One of the key media agenda in Malaysia is on how brands are responding to the government’s Malaysia 5.0 digital transformation plans.[/caption] One of the key agenda of the Malaysian media industry in 2021 is to help businesses promote their digital transformation plans. This becomes more crucial as brands set out to reinvent themselves to take on the post-crisis world. Through adopting and improving Industry 4.0 technologies such as fintech, blockchain and artificial intelligence (AI), companies can future proof their businesses. This is part of the government‘s Malaysia 5.0 digital transformation plans to be the “Heart of Digital ASEAN”. With digital technologies amalgamated into all sectors of its economy, Malaysia hopes to become the regional digital hub for companies looking to tap into ASEAN’s digital future. With this development, the media will be keen to feature stories from brands that have adapted to digital tools and platforms as a catalyst to achieve their business goals and venture to new opportunities. Focus on local businesses in 2021 As COVID-19 continues to adversely impact Malaysia’s economy in 2021, media companies are stepping up efforts to promote home-grown Small & Medium Enterprises (SMEs), which have been bearing the brunt of the economy crisis. According to Public Investment Bank Berhad (PIBB), Malaysia's movement control order (MCO 3.0) is expected to incur economic losses of RM300 million per day. MCO 1.0 (March 18 to May 3, 2020) cost the economy RM2 billion per day, while MCO 2.0 (January 13 to 26, 2021) RM300 million per day. To support local businesses, national oil and gas company Petronas Dagangan Berhad has launched a ‘Love Local’ Campaign. It provides more than 70 local brands an online platform to showcase their products and reach out to more customers. This initiative has been well-covered by the Malaysia media in a bid to give businesses a leg-up and stimulate domestic consumption. PR Newswire's News Distribution Network in Malaysia PR Newswire has a strong media partnership with Malaysian national news agency Bernama. Our news distribution network in Malaysia covers 5,800 journalists and editors from 1,700 media outlets. Key content partners include Money Compass, NewsWav APP and TheAsianParent. This is the third instalment of PR Newswire’s 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. This blog post is written by Christine Pereira, the Senior Audience Development Executive at PR Newswire Malaysia. Christine is in charge of partnerships, expanding media network, organizing events, conducting media interviews, and other company-wide projects for the Malaysian market. You can contact her at christine.pereira@prnasia.com or connect with her on LinkedIn.
2020 Singapore Media Landscape Highlights
Overview Singapore’s media scene was a hive of activity during the circuit breaker period in the first half of 2020. From April to June, the government enforced movement restrictions to curb the spread of COVID-19. Acting as a main source of information, the media was heavily relied upon for news on the outbreak and public service announcements on safe distancing and hygiene measures. News websites and channels saw a spike in viewership during this period when more people wanted to be kept updated on the developing situation. According to a Comscore study on the impact of COVID-19 on digital media consumption last April, news websites saw an up to 36% increase in engagement from January to February 2020 – when the news of the pandemic erupted in the Republic. Data from the Infocomm Media Development Authority (IMDA) showed a 73% increase in viewership across state broadcaster MediaCorp’s channels in vernacular languages during March 1 to April 15, as compared to the same period in 2019. [caption id="" align="alignnone" width="703"] CNA (Channel News Asia) set up a site dedicated to COVID-19-related news on its portal.[/caption] Leading news channel CNA (Channel News Asia) received 52 million unique visitors last March – when the infection rates were on the rise. That was 4 times more than during the same period last year. When the authorities raised the DORSCON (Disease Outbreak Response System Condition) level to orange, the digital readership of local media giant Singapore Press Holdings (SPH) increased by four times to 2.5 million site visitors in last February. Staff Cuts and Magazines Shut Down [caption id="" align="alignnone" width="677"] Local media giant Singapore Press Holdings held a retrenchment exercise and folded a couple of magazines in response to COVID-19 uncertainties. (Photo: Singapore Press Holdings Facebook)[/caption] The pandemic aggravated the financial health of some media companies, which have already witnessed declining advertising revenue in recent years. The added strain of COVID-19 meant that restructuring, pay-cuts and retrenchments were inevitable. Some media titles had to fold their print edition or entirely. SPH announced a round of retrenchment last August, cutting staff from its media sales and magazines operations. Locally, it also discontinued three magazine titles: Cleo - A young women’s magazine focusing on lifestyle, fashion, beauty, and entertainment news. Shape - An active lifestyle magazine targeting women audiences that focuses on health, fitness, nutrition, and beauty tips. Young Parents - A bi-monthly parenting magazine that provides information about education and enrichment advice, child development, and fun family activities in Singapore. Another media company, Indochine Media Ventures underwent restructuring and let go five out of seven employees from its online luxury lifestyle publication, Buro Singapore. 2020 Key Developments 1. CNA’s Spotlight on Climate Change With climate change becoming an existential threat to mankind, CNA is committed to enhance its coverage of the global issue. It has a dedicated ‘Climate Change’ section on its news portal, which features news, commentaries and documentary films on the effects, defences, and trade-offs of climate change across Asia. It covers topics ranging from innovations in alternative energy sources to green financing. 2. Podcasts Make a Comeback [caption id="" align="alignnone" width="567"] Marketing Magazine launched its Connected podcast, which features inspirational stories from personalities in the marketing and advertising industry.[/caption] The popularity of podcasts has come and gone through the years. With more people staying home, podcasts saw an uptick in listenership. Besides the ease of accessing digital content, listeners could tune in and dive into topics quickly while multitasking and going about their routines. A number of media outlets launched their podcast series amidst the pandemic. Podcasts are a great way for the media to keep their audiences engaged with more casual and intimate conversations. Besides, they are available on-demand and each episode can be downloaded immediately. Here are a few podcast series that were launched last year: CNA – The Climate Conversations CNA launched “The Climate Conversations” podcast series in August. Each episode is about 19 - 35 minutes long and focuses on the different aspects and perspectives of climate change. CNA - SG Covid Diaries CNA launched the “SG Covid Diaries” podcast series in July. This series aims to capture a slice of life from the locals amidst the Covid-19 pandemic. Each episode is about 9 – 14 minutes long. Marketing Interactive - Connected Marketing Interactive launched the “Connected” podcast series in April. Each podcast focuses on interviewing inspiring individuals in Southeast-Asia’s marketing, advertising and media industry. Besides interviews with head honchos, the podcast also covers topics such as internal communications, media relations and OTT advertising. Adelaine Ng – Upon Arrival | Events & Incentives “Upon Arrival” is a podcast series launched and hosted by Adelaine Ng, a travel-trade journalist based in Australia who also writes for B2B travel media group, TTG Asia. Launched in September, the podcast features interviews with a travel-trade industry expert sharing tips and strategies for professionals in tourism industry. ST & BT Podcasts The Straits Times and The Business Times launched several podcast series including The Big Story, Editor Says, Health Check, Money Hacks and many more. Their podcast feature news analyses covering topics like financial tips, sports, healthy living, lifestyle and the environment. 3. Streaming Gains Steam [caption id="" align="alignnone" width="813"] MediaCorp rebranded its digital video-on-demand service Toggle to meWATCH, which streams television programmes and films.[/caption] According to We Are Social’s Digital 2020 in Singapore report, watching videos through video streaming apps on the go is becoming more common. 75% of internet users actively use video and entertainment apps. Popular streaming service Netflix is the number one mobile app by consumer spend. BIGO Live, a live streaming app takes second place and VIU, Hong Kong-based video streaming app ranks fifth. Mediacorp rebrands Toggle and MeRadio to meWATCH and meLISTEN In Jan 2020, Mediacorp announced the rebranding of their digital services under the “me” umbrella. meWATCH is a digital platform where the audiences can access free on-demand shows, movies, news and sports programmes online and via its mobile app and website. They also offer subscription-based content which includes television programmes and movies from their partners. meLISTEN is a free digital audio platform where audiences can access live radio streams, podcasts and curated playlists. READ MORE: 2021 Asia-Pacific Media Landscape Outlook New Key Media Outlets [caption id="" align="alignnone" width="482"] Fashion magazine Vogue launched its Singapore edition in September 2020. (Photo: Vogue Singapore Facebook Page)[/caption] Vogue Singapore Internationally renowned fashion magazine Vogue launched its 27th international edition, Vogue Singapore, in September 2020. Vogue Singapore is published by Condé Nast under license by Indochine Media. They aim to be the most prominent and influential guide to fashion and will provide content that targets the Southeast Asia audience. WOMAN by The Edge The business and investment weekly magazine, The Edge Singapore, launched a new magazine titled “WOMAN” in July 2020. The magazine features articles on the inspirational stories and successful entrepreneurial stories of women in Singapore. HAVEN by The Edge Shortly after launching the “WOMAN” magazine, The Edge announced a new magazine titled “HAVEN” in December 2020. HAVEN will a magazine that showcases interior designs and architecture. TheHomeGround Asia TheHomeGround Asia is an online platform that launched in October 2020. They cover a broad range of topics from lifestyle, esports and technology news to the latest events and stories about youths in Singapore and beyond. 2021 Outlook The digital media space will continue to grow this year. Information consumption over digital platforms has risen due to the COVID-19 pandemic as most consumers have been working remotely last year. Even major media players need to adapt. In November 2020, media giant Singapore Press Holdings stated that it will invest in the transformation of its media business. Last year, the group recorded a decline in both print advertising and print subscription revenue. The group’s print newspaper circulation dropped by 20% year-on-year, while digital circulation has grown 55.6%. This has led to media companies boosting their digital presence to increase engagement with audiences. Last year, The Straits Times launched its Facebook Live series, The Big Story that features a roundup of the top news headlines for the day. Viewers can also leave questions and comments during the live stream. TODAY, an online news website that is targeted at millennials launched its live webinar series on Instagram, as part of its rebranding campaign to mark its 20th anniversary in 2020. The Instagram live webinar series touches on societal issues such as activism, cyber vigilantism, gender equality and mental health. READ MORE: Singapore Media Landscape Highlights 2019: Prioritizing Audience Engagement and Multimedia Content This is the second instalment of PR Newswire's 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. This blog post is contributed by Stephanie Lau, Senior Audience Development Executive at PR Newswire. Stephanie leads PR Newswire’s audience development team in Singapore. She oversees media partnerships, media database and organizes media events and interviews. Connect with her via LinkedIn.
2020 Hong Kong Media Landscape Highlights
In 2020, the Hong Kong media landscape was impacted by the COVID-19 pandemic, sparking a re-organization of the industry's operations and resources. We track the key developments and trends in the territory’s media sector, major changes in editorial operations and chart out the industry’s outlook for 2021. Overview of Hong Kong's Media Landscape in 2020 With business disruption sparked by the pandemic, the advertising revenue of media companies saw a sharp decline. As a result, media companies had to cut costs through layoffs. To supplement their revenue, media outlets such as Ming Pao Daily and the Hong Kong Economic Times co-organized webinars and workshops with seasoned investors and Key Opinion Leaders in the stock and investment fields. These events gave readers with in-depth information on securing alternative sources of income. Popular topics in the finance media include announcements by global and blue-chip companies, business movements and closures, businesses pivoting to online platforms, layoffs and best business practices. With mounting societal concerns, immigration has become a much-talked-about topic. More readers are keen on reading topics such as foreign property ownership and business information in investment and real estate articles. With more people turning to online news real-time, publishers are integrating their online news operations into their print operations. Despite the growing prominence of online news, some publishers still see higher advertising revenue generated by newspapers and are willing to invest more resources to sustain their print products. [caption id="" align="alignnone" width="390"] An additional job scope of reporters is writing news snippets for push notifications on the media outlet’s mobile app.[/caption] The Push Towards Push Notifications News These days, mainstream current affairs reporters need to keep up with information overload in a digital age and meet audiences’ insatiable appetite for “fast-food information”. Newspapers such as Oriental Daily, Apple Daily, HK01, and major televisions such as TVB and Now TV have allocated additional resources to develop social media platforms and mobile apps. Audiences now want quick and succinct information through push notifications from mobile apps. The news is summed up in short sentences for readers to know the key points at one glance. These push notifications attract more readers to click and view the news. With the focus on breaking news, more reporters are assigned to monitor online news in the office and promptly produce reaction stories on it, instead of attending press conferences and events. Previously, 70% of the newsroom’s manpower is allocated for conducting interviews and attending networking sessions, leaving the senior reporters in the office to helm operations. Nowadays, 70% of reporters stay in the office to monitor websites and social media for news, such as government policy announcements or track the Facebook accounts of public figures. Reporters will look out for pandemic-related news, such as consumer news on the disruption of travel bubbles. With more intense competition among newspapers and television stations and rising operation costs, more media companies will develop and optimize their online platforms. READ MORE: Journalists Share How COVID-19 is Affecting Media Coverage in Hong Kong Key developments in Hong Kong's Media Industry in 2020 The New York Times announced last July that it will move its digital team of journalists - roughly one-third of its Hong Kong staff - to Seoul in 2021. Correspondents, staff members of its print production, advertising, and marketing arms will remain in Hong Kong. Hong Kong’s biggest pay-TV operator i-Cable laid off or reassigned some 100 staff in a bid to survive the economic downturn sparked by the pandemic. The job losses were mainly from the editorial department. Apple Daily launched a new program, Apple Daily News Report last October. The show, which is at 9.30pm, covers a wide range of local and international news. Cosmopolitan Hong Kong transitioned into a digital media brand in July. It continues to cover a wide range of women’s topics, including fashion, beauty, celebrity, relationships and more. Tatler Hong Kong launches a new platform, Front & Female which provides information and articles about female empowerment. Local free culture and lifestyle magazine MetroPop returned as a weekly publication in mid-October. TVB launches a weekly program Money Matters in September. The programme, which covers a wide range of business and financial news, is broadcast TVB Pearl on Mondays. New key media outlets in 2020 Our China Story aims to promote Chinese culture and promote Hong Kong people's knowledge and understanding of modern China's development. Launched in 2020, the is part of the Our Hong Kong Foundation. A Chinese-language periodical Art and Piece is finally launched. It publishes every month and covers art, design, crafts, fashion, and culture. Infinity Media Group launches a quarterly luxury lifestyle magazine, ECHELON. It covers wellness, style, sustainability, investment, etc. A new online media, Daily Special launches in June 2020. It covers lifestyle news, including local food and beverage and leisure activities. Kactus Magazine, the quarterly magazine, aims to promote a versatile lifestyle. It covers ats and culture, lifestyle topics. 2021 Media Outlook [caption id="" align="alignnone" width="744"] Using financial media as an example, top news includes the announcement from Kaisa Real Estate Group and Alibaba’s financial performance – according to a Google Trends report dated 2 February 2021. Reporters also pay more attention to press releases that mention blue chip such as Tencent and Xiaomi.[/caption] If the COVID-19 situation in Hong Kong does not improve this year, it will become more challenging for media outlets to survive in a competitive space. In order to sustain, some media outlets have branched out to alternative sources of revenue like starting e-commerce businesses to sell products on their platforms. A couple of media outlets in Hong Kong have developed such businesses to supplement their publishing revenue. One notable example is the leading local newspaper, Ming Pao Daily’s e-commerce platform, Power Up. The site sells a wide range of lifestyle products, which are incorporated into relevant articles by the editorial team. [caption id="" align="alignnone" width="606"] Leading Chinese newspaper, Ming Pao Daily set up an e-commerce platform, Power Up which retails lifestyle products.[/caption] With reduced revenue and mounting commercial concerns, frontline reporters are worried that there aren’t sufficient time and resources to conduct in-depth reports and interviews. Instead of working on comprehensive reports, they will focus more on hot and trending topics that readers care about. READ MORE: COVID-19 Comms: Media Angles in the Post-Pandemic World In Hong Kong This is the first instalment of the PR Newswire's 2020 Asia-Pacific Media Landscape series. Our Audience Development team, which is based in 9 markets in APAC, gives an overview of media developments across the region. For more information on receiving media insights, get in touch with us here. This blog post is contributed by Kate Wong, Audience Development Manager - Hong Kong, Macau & Taiwan at PR Newswire.
2021 Asia-Pacific Media Landscape Outlook
The media industry saw a challenging 2020, from working on a relentless COVID-19 news cycle, declining print revenue to a shift in media consumption habits. What are the upcoming trends and challenges that will define the media industry in 2021? PR Newswire’s Audience Development Team, which operates from 9 markets across APAC, charts out what lies ahead for the media industry in each market. 1. Australia [caption id="" align="alignnone" width="500"] This year's Australian Football League could be affected by the COVID-19 pandemic.[/caption] The media in Australia will face two challenges in 2021 - the likely return of live events and managing a new paradigm of workplace operations, according to Tony Thomas, deputy managing editor of The Daily Telegraph. Live events should see increased advertising as organizations try to get the word out that they are back on and ready for business. The chances of media partnerships will grow with this development. Some closely watched events include the Olympic Games in Tokyo and how it transpires given the developing COVID-19 situation around the world, and how the football season in Australia will unfold amid crowd control measures. Within media companies, video conferencing will still be a norm as they continue to apply social distancing as a constant and adapt to the change in processes from external partners as well. 2. Hong Kong [caption id="" align="alignnone" width="488"] Leading Chinese newspaper, Ming Pao Daily set up an e-commerce platform, Power Up which retails lifestyle products.[/caption] If the COVID-19 situation in Hong Kong does not improve this year, it will become more challenging for media outlets to survive in a competitive space. In order to sustain, some media outlets have branched out to alternative sources of revenue like starting e-commerce businesses to sell products on their platforms. A couple of media outlets in Hong Kong have developed such businesses to supplement their publishing revenue. One notable example is the leading local newspaper, Ming Pao Daily’s e-commerce platform, Power Up. The site sells a wide range of lifestyle products, which are incorporated into relevant articles by the editorial team. With reduced revenue and mounting commercial concerns, frontline reporters are worried that there aren’t sufficient time and resources to conduct in-depth reports and interviews. Instead of working on comprehensive reports, they will focus more on hot and trending topics that readers care about. READ: 2020 Hong Kong Media Landscape Highlights 3. Malaysia [caption id="" align="alignnone" width="538"] One of the key media agenda in Malaysia is on how brands are responding to the government's Malaysia 5.0 digital transformation plans.[/caption] One of the key agenda of the Malaysian media industry in 2021 is to help businesses promote their digital transformation plans. This becomes more crucial as brands set out to reinvent themselves to take on the post-crisis world. Through adopting and improving Industry 4.0 technologies such as fintech, blockchain and artificial intelligence (AI), companies can future proof their businesses. This is part of the government's Malaysia 5.0 digital transformation plans to be the “Heart of Digital ASEAN”. With digital technologies amalgamated into all sectors of its economy, Malaysia hopes to become the regional digital hub for companies looking to tap into ASEAN’s digital future. With this development, the media will be keen to feature stories from brands that have adapted to digital tools and platforms as a catalyst to achieve their business goals and venture to new opportunities. Another hot topic on the media’s agenda this year is the “mass customization” of businesses – how they are leveraging data to attract their prospects and business partners. Now, more than ever, brands need to predict what consumers are thinking and planning to do so that they will be ready when consumers start looking out again once “normalcy” resumes after the pandemic. READ: 2020 Malaysia Media Landscape Highlights 4. Indonesia [caption id="" align="alignnone" width="519"] Digital media platform IDN Times started Our Newsroom, an online news programme which is targeted at millennials. (Photo: IDN Times)[/caption] Riding on the momentum of change in the media industry in 2020, consumers and advertisers are moving more rapidly to digital channels. Consumers expect greater value and better customer experience from spending time on the platform, while advertisers expect more revenue to be generated. With increasing competition among media outlets, access to user data is the key to success. The business model has given rise to consumer-creators and hybrid monetization opportunities. As a result, regulators are increasingly paying close attention to platforms that distribute media content. According to online show #OurNewsroom by IDN Times, a digital media outlet targeted at millennials, media leaders in Indonesia admitted that the pandemic has sparked the rapid growth of innovation on digital platforms. This will continue this year or after the pandemic has subsided. Traditional media such as newspapers, magazines, radio and television will have to think of new models of business and production that are more tech and cost-savvy. Digital adoption is changing information consumption patterns rapidly and paid content will be an important part of the media's survival plans going forward. READ: 2020 Indonesia Media Landscape Highlights 5. Singapore The digital media space will continue to grow this year. Information consumption over digital platforms has risen due to the COVID-19 pandemic as most consumers have been working remotely last year. Even major media players need to adapt. In November 2020, media giant Singapore Press Holdings stated that it will invest in the transformation of its media business. Last year, the group recorded a decline in both print advertising and print subscription revenue. The group’s print newspaper circulation dropped by 20% year-on-year, while digital circulation has grown 55.6%. This has led to media companies boosting their digital presence to increase engagement with audiences. Last year, The Straits Times launched its Facebook Live series, The Big Story that features a roundup of the top news headlines for the day. Viewers can also leave questions and comments during the live stream. TODAY, an online news website that is targeted at millennials launched its live webinar series on Instagram, as part of its rebranding campaign to mark its 20th anniversary in 2020. The Instagram live webinar series touches on societal issues such as activism, cyber vigilantism, gender equality and mental health. READ: 2020 Singapore Media Landscape Highlights 6. South Korea [caption id="" align="alignnone" width="498"] South Korean search engine giant Naver plans to start its paid content subscription this year.[/caption] Media outlets in South Korea are experiencing a decline in newspaper circulation and are struggling to develop new revenue streams. An emerging solution that will be much talked-about this year will be the introduction of paid content services. This is, however, not a new initiative. Leading daily Chosun Ilbo has experimented with premium online services that offered exclusive news in 2013. However, it was not successful due to the lack of quality content and the lack of perceived value from readers due to the influx of free news and information from other news platforms. This year, more media companies will continue to experiment with paid content in order to find new revenue streams. Naver, the biggest search engine in South Korea, will launch its paid content subscription service later this year. The service aggregates news from major Korean newspapers such as Chosun Ilbo and Korea Joongang Daily. Kakao Talk, the most popular mobile instant messaging app in the country, is planning to launch its paid content subscription service later this year. The effects of the pandemic have accelerated digital transformation across traditional media and will continue to do so this year. The traditional newspaper industry has been changing to a digital-first workflow. Most major print and broadcast news outlets now maintain digital versions. This digital innovation will continue to reshape the media industry in South Korea in 2021. READ: 2020 South Korea Media Landscape Highlights 7. Taiwan News outlets will continue to push ahead in their digital transformation journey despite challenges, such as declining viewership of traditional media, increasing competition from online sites and slimmer profit margins from traditional advertising. This year, two media trends will emerge. Firstly, more media companies will provide online live-streaming platforms and podcasts that offer innovative narrative and interactive experiences, so content becomes more attractive to viewers. Through sponsorships, product placement and online advertising, media companies can receive additional sources of revenue. Key examples include news portal ETToday’s popular online streaming programmes such as cooking competition, CooKing and singing talent show, Jungle Voice. Secondly, more media outlets will operate on a news subscription model. The audience can customize content that they are more interested in receiving. For example, Apple Daily recently started its paid subscription service, Goodest Channel, which offers more in-depth news, exclusive interviews and feature stories. It also has documentaries and financial investment news to attract more viewers. However, adopting a subscription model comes with its challenges. According to McKinsey and BCG, when companies adopt subscription models, the cost will skyrocket during the first six months at least. If operations are not on track, media outlets and shareholders will feel the pressure in getting revenue. READ MORE: 2020 Taiwan Media Landscape Highlights 8. Thailand The competition for media coverage continues to be intense this year as Thailand has to grapple with both the COVID-19 outbreak and the political tension. Consumers are closely following news about these issues. As these political movements are led by young people, online channels are their preferred source of news and information. As a result, media outlets have adjusted the way news is presented. However, their roles and credibility are often scrutinized as audiences are paying attention to how news is reported in this area. Therefore, the challenge for the Thai media is to build credibility in their news reporting. Besides the main, traditional news outlets, online news agencies, websites and social media influencers will have to work hard to be recognized as trustworthy news sources. READ MORE: 2020 Thailand Media Landscape Highlights For more insights on the key media trends and developments in Thailand and how they have been impacted by COVID-19, get the Thailand 2021 Media Landscape Report 9. Vietnam [caption id="" align="alignnone" width="541"] Vietnam's Ministry of Health launched a TikTok campaign during the lockdown period last year.[/caption] Following Vietnam’s National Press Development and Management Plan that was implemented last March, the Ministry of Information and Communications has licensed 18 newspapers to be transformed into in-depth magazines. This shows that traditional local media outlets have shifted their focus from being battling with social media to be the first to report to gaining the audience’s trust. Ho Quang Loi, Vice President of Vietnam Journalists Association, said "For quite a while, the press has been racing to be the first to report, but in this digital age, being the first is not the most important for the press, because that social media can take up that role. Instead, the press needs to focus on in-depth articles and analysis to persuade readers with reliable information.” On the social media front, video-sharing app Tik Tok will continue to rise to become a popular short video platform for Gen Z and Gen Y. The Ministry of Health took advantage of this fact and launched its #happyathome (#onhavanvui) TikTok campaign during the lockdown period last year. The campaign featured snappy videos on handwashing, mask-wearing and social-distancing measures. READ: 2020 Vietnam Media Landscape Highlights Look out for our series of 2021 APAC Media Landscape blog articles in the coming months for an overview of media developments in key markets across the region. For more information on receiving media insights, get in touch with us here.
2021 Planning: How COVID-19 Changed Press Release Trends?
As 2021 unfolds, businesses are treading the year with caution as the COVID-19 situation continues to develop with new strains and resurgence of cases across APAC. To gain a better projection and understanding of how the pandemic might shape press releases in 2021, we analyzed 7 press release trends in key industries, from healthcare, technology to events, last year and how they were affected by the health crisis. (For each industry, we have also added the % increase in press release volume from 2019.) 1. Volume of healthcare-related press releases (+60%) During the pandemic, demand for medical products and services such as masks, vaccines and medical research and development and treatments soared and these topics became much-talked-about news topics. In 2020, PR Newswire distributed 7,487 healthcare-related press releases – an increase of 60% from 2019. [caption id="" align="alignnone" width="480"] Indonesia's leading paint company PT Mowilex to Screen Its Workers with COVID-19 Tests from Abbott. (Photo: PT Mowilex Indonesia)[/caption] Compared to 2019, there were increases in key related topics such as new drugs/ products (104%), clinical trials/medical discoveries (65%) and new contracts (42%). The outlook for the healthcare industry this year looks set to be promising, with developments such as the production and distribution of the COVID-19 vaccine in the APAC region. 2. Volume of technology-related press releases (+6%) COVID-19 has accelerated digital adoption in businesses with more people harnessing the power of technology such as 5G, Big Data and cloud technology. In 2020, PR Newswire distributed 16,626 technology-related press releases – a 6% increase from 2019. The spike was more pronounced in the second half of last year. Technology-related press release on topics such as corporate social responsibility increased by 197%, while releases on new products and services went up by 25%. 3. Volume of press releases on exhibitions/trade shows (-39%) A slew of exhibitions and conferences around the world were cancelled or postponed due to the pandemic. PR Newswire distributed 5,967 business events-related press releases last year – a 39% decrease from in 2019. The outlook for the industry seemed promising at the start of last year - the volume of press releases on Consumer Electronics Show (CES) distributed in 2020 was higher than in 2019. However, the cancellation of major events like the Mobile World Congress in Barcelona and Hannover Messe in Germany sparked the disruption of numerous large-scale events around the world. [caption id="" align="alignnone" width="489"] Thailand Convention and Exhibition Bureau Sets Up First Milestone of "Thailand LOG-IN Events". (Photo: TCEB)[/caption] The average decline of events-related press releases went up to 62% from February to July. The events industry only showed signs of recovery from September. By November to December, the volume of distribution of events press release returned to pre-COVID-19 levels. 4. Volume of investor relations press releases (+10%) COVID-19 plunged the global economy into its worst recession. This has made mergers and acquisitions, financing and IPO activities more challenging. Despite this, press release distribution data from PR Newswire shows that investor relations activities have not waned. Last year, 1,616 related press releases were issued – a 10% year-on-year increase. The volume of IR-related press release in the Q4 was significantly higher than last year. This is especially so in December when the number of these press releases peaked for the year. Among them, there was an increase in the volume of press releases on topics such as venture capitals (37%), mergers and acquisitions (14%) and IPO from last May to November. 5. Volume of corporate social responsibility press releases (+80%) PR Newswire distributed 1,772 press releases on corporate social responsibility (CSR) in 2020 – an 80% increase of 2019. The bulk of CSR press releases from last February to June touched on efforts by companies in response to COVID-19 pandemic. In February, the number of CSR-related releases increased 10-fold compared to last year, while the number of press releases on public health and safety increased by 554%. [caption id="" align="alignnone" width="521"] Volunteers from Sands China and local community groups build hygiene kits at The Venetian Macao Dec. 4 for the Clean the World. (Photo: Sands China)[/caption] PR Newswire offered complimentary distribution services for COVID-19-related press releases last year. Through press releases, infographics and short videos, companies could share their initiatives and contributions to alleviate the effects of the pandemic. The pandemic accelerated the pace of CSR projects and heightened a sense of social responsibility. 6. Volume of press releases on new products/services (+14%) Despite the pandemic, the pace of product and service launches did not slow down. In fact, the distribution volume of such press releases intensified. PR Newswire distributed 7,453 press releases on new products and services – a 14% increase from 2019. Since the gradual recovery of the economy, the amount of such press releases has been increasing significantly. New products and services came with new features – the rise of online services and a greater emphasis on meeting the health and safety standards to assure customers. 7. International & RCEP press release distribution (+5%) Many events and conferences around the world were cancelled or postponed due to the pandemic. As a result, online broadcasts and communications with the media have become more important and press releases have become one of the main channels of distributing information. As of last November, the number of press releases distributed overseas saw a 5% year-on-year increase, especially to North America and Europe. New products and services and exhibition/conference news remain the key topics of such releases. There was also an increase in the number of press releases distributed to countries in the Regional Comprehensive Economic Partnership (RCEP) zone. These countries include Indonesia, Malaysia, Philippines, Thailand, Singapore, Brunei, Cambodia, Laos, Myanmar, Vietnam, Japan, South Korea, Australia and New Zealand. In general, the demand for press releases has not been greatly diminished due to COVID-19. Companies are still paying attention to which comms channels that offer the best returns and coverage. Some have maintained their momentum of issuing news announcements and are considering increasing their PR budgets. With the economy gradually recovering, the mindset of doing corporate communications will be positively impacted. Interested to write or distribute a press release? Contact us for more information. This article is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
CES 2021: 5 Tips on Getting Media Coverage at Virtual Tech Events
The Consumer Electronics Show, or more popularly known as CES, will go all-digital for the first time this year, given the COVID-19-related movement restrictions. This transition changes the ballgame on how PR pros can reach out and pitch to tech journalists, who cover one of the most influential tech events in the world. CES 2021, which takes place from 11 to 14 Jan, will feature product unveilings, demos and keynote presentations by more than 1,000 expected exhibitors. Gary Shapiro, CEO of CES's organizer, Consumer Technology Association shared that many international media and visitors will participate in the event for the first time. The event is expected to attract 150,000 online visitors. Instead of checking out the booths and attending physical events, journalists will be attending virtual events and showcases and reporting remotely. We get media pitching tips from Jason Hiner, Editorial Director of tech news website CNET, who spoke at an on-demand PR Newswire webinar, Planning, Pitching and Placements: Paving the Way to Virtual Success. 1. Prepare for virtual media interviews Journalists, especially those from the broadcast media, would be keen to do virtual one-on-one interview opportunities with media-trained company leaders. They prefer to speak to brand spokespersons that can share insights on product development – engineers or product leaders. Some key interview questions include: What went into making the product, what problems does it solve, and what’s an interesting story about the product? Exclusive angles and insights are always preferred so that the media can present deeper storytelling and add value to their audience's knowledge of the event. The scheduled interview time with the media will be tight - prepare the optimum video framing and lighting conditions so that more time can be spent on talking about the company and products. 2. Ship products ahead of time Without a physical event this year, journalists do not have the opportunity to “walk the ground” at CES and have less hands-on time with the products. As a result, receiving the products well ahead of the show becomes more important this year. This gives the journalists more time to decide whether they want to include products in their video shows or live streams during CES. [caption id="" align="alignnone" width="400"] LG has a customised site to share media materials on CES 2021. (Photo: LG)[/caption] 3. Having high-quality media assets ready As journalists will be covering CES remotely this year, it is vital to do the groundwork and make available media assets such as broadcast-quality b-roll videos, product images and presentation decks on the products that your brand will be promoting. For example, LG has created a customised CES site that hosts virtual showrooms and press conference centres. 4. Prepare pre-event media briefs as early as possible The earlier the media receives information about the products, the more time they can plan how to allocate their resources on their media coverage. It can either be planning a video or a more substantial editorial package. Also, provide information and exclusive angles on embargo and set up interviews beforehand. An important date to take note of is CES' Media Day, which is set aside for press conferences on the latest breaking news, product launches and technology trends from the world’s leading tech brands. 5. Have at least one new product aspect to share Always have something new or newsworthy to share. Don't rehash something that was announced a few months ago. Always have at least one new product feature to talk about – be it a software update or new capabilities. In the lead-up to CES 2021, brands and organizations have been issuing press releases on new product offerings or improved features. Korean technology giant LG will launch its transparent OLED display products, cordless stick vacuum and InstaView refrigerators with voice recognition technology, while Hong Kong-listed TCL Electronics will unveil mini-LED and future display technologies. PR Newswire is the official newswire service and exhibitor media center host for CES 2021. To learn more about PR Newswire's partnership with CES and see CES exhibitor news and media kits, visit the Official CES 2021 Exhibitor Media Center. For more press releases on CES 2021, visit here. This article is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
PR Newswire Asia’s Top Highlights of 2020
2020 presented a constant wave of changes for the comms industry. Switching to crisis management mode, many PR pros had to tackle challenges such as putting out cohesive messaging and working with leaner budgets. Likewise, PR Newswire also quickly pivoted and served the PR community in APAC through our series of webinars, eBooks and blog posts that provided PR & media insights in the new normal. Read on for a recap of the 2020 highlights of PR Newswire in APAC. 1. Press Release Overview 2020 COVID-19 dominated the news cycle in 2020. PR Newswire Asia distributed more than 4,000 COVID-19-related press releases last year – close to 15% of the total number of press releases distributed. This is a result of brands adjusting their communications plans to employees, customers and other internal and external stakeholders. According to our press release distribution data, the top 4 industries that distributed the highest volume of press releases were Computer/Electronics; Banking/Financial services; Healthcare/Hospitals, and Telecommunications. Notably, the healthcare industry (60%) and the publishing/information services industry (27%) saw a marked increase in the amount of press releases distributed as compared to 2019. On the other hand, industries such as travel (-34%) and sports (-28%) saw significant declines. Subject-wise, press releases on public safety increased significantly (562%) as compared to 2019. Other hot subjects include corporate social responsibility, clinical trials and economic news. Conversely, subjects such as trade show news (39%), future events, joint ventures and corporate expansion saw the biggest drop last year. Top 4 industries with the most press releases distributed in 2020 Computer/Electronics (11,985) Banking/Financial services (7,092) Healthcare/Hospital (6,113) Telecommunications (5,668) Top 4 press release topics that showed the largest jump (as compared to 2019) Public safety (+562%) Corporate social responsibility (+80%) Clinical trials/medical discoveries (+67%) Economic news, trend and analysis (+54%) Top 4 press release topics that showed the largest decline (as compared to 2019) Trade show news (-39%) Future events (-28%) Joint ventures (-26%) Corporate expansion (-22%) 2. Supporting corporate communications in a COVID-19 world The importance of communicating swiftly and accurately was put to the test with the COVID-19 pandemic. With a rapidly evolving news cycle and unpredictable developments, PR pros had to spring into crisis comms mode. We set up a dedicated COVID-19 Comms Resource Page, which compiles toolkits, tip sheets and blog posts on best practices on crisis comms, press release writing and recovery planning. Our Audience Development team also interviewed journalists and editors on COVID-19's impact on the editorial directions and operations of newsrooms across APAC in a series of blog posts. 3. Product updates Over the past year, PR Newswire’s parent company Cision enhanced its media monitoring and analytics capabilities on Cision Communications Cloud®. The Analytics Dashboard and interactive report functions were added, which makes it easier to showcase data and tie earned media back to business outcomes. Another addition is Cision Connect, which enables communicators to effectively target, pitch and build stronger relationships with the media through the relationship management solution. Falcon.io, Cision’s social media management platform, added Instagram messaging support to its capabilities. 4. Further strengthening our news release distribution network We continued to expand and deepen our media network in APAC despite the significant headwinds faced by the industry, such as shrinking revenues. Our Audience Development team developed more than 290 content partnerships. Our comprehensive media database in the region was enhanced by the addition of more than 5,000 journalists and influencers last year. Markets such as Australia, South Korea and the Philippines saw significant breakthroughs in their local distribution networks through content partnerships with major media outlets such as News Co, Hankyung and UNTV. Lynn Liu, Head of Audience Development at PR Newswire said: “Growing our network of content partnerships provides additional platforms for our clients to amplify their news. By tapping into the local markets through establishing closer collaborations with the media, we are continuously building a more comprehensive news distribution network both locally and regionally.” Read more here. 5. Connecting comms professionals with industry experts Last year, we organized 33 webinars across APAC that featured over 70 industry professionals from the PR and media industry and attended by close to 10,000 people. The experts shared their insights on a diverse range of topics, from adapting comms strategies in the new normal, crisis communications to enhancing media relations and pitching. Our webinar speakers include John Kerr, CEO of Edelman Singapore, who spoke about the 4 areas of opportunities that PR pros should consider when planning for recovery. “The best path towards resilience is agility and planning for the reality of dealing with multiple issues that pop up every day,” he said. Danny Tan, Senior Vice President at Omnicom PR Group shared how the PR industry need to move beyond the traditional Advertising Value Equivalent (AVE) value and highlighted a 4-stage measurement approach – Outputs, Outtakes, Outcomes and Impacts. On gaining media coverage in a COVID-19 world, Luisa Tam, Senior Editor of the South China Morning Post said: “Stories do not always have to be about people suffering, they can be about heroes in our lives - Put a human face to this outbreak by sharing survival stories on what people are doing to help one another. Being organic and authentic is the most important thing.” [caption id="" align="alignnone" width="608"] PR Newswire's Taiwan team with the panel of speakers at the Media Coffee event in Taipei.[/caption] Besides webinars, we held Media Coffee events in Vietnam and Taiwan for PR pros to network and connect with the media in 2020. In Vietnam, PR and media experts shared how companies can thrive through achieving earned media coverage, while in Taiwan, the spotlight was on how biotechnology companies could share their news in a COVID-19-dominated news cycle. 6. Drawing insights from the APAC comms industry 2020 Asia-Pacific Corporate Communications Report We launched our inaugural Asia-Pacific Corporate Communications Report this year to better understand the strategies, priorities and challenges that PR and comms professionals face when planning regional campaigns. The report surveyed close to 950 industry professionals across 10 markets. Key findings include top communications challenges faced in the region such as content production, measuring the impact of communications and budget constraints, top comms priorities and channels for APAC businesses. 2020 Travel Media Pitching Kit The travel industry was one of the hardest-hit industries by the COVID-19 pandemic last year. With travel restrictions and lockdowns enforced, tourism and hospitality businesses declined due to the fear of the viral infection. To help businesses connect with travel media and better position their stories, we launched the 2020 Travel Media Pitching Kit, which compiles pitching tips and industry trends from 28 travel journalists and influencers in APAC. 2020 Tech Media Pitching Kit The COVID-19 pandemic has accelerated digital adoption in businesses. As technology continues to transform industries, brands have more opportunities to present their tech stories. We reached out to tech journalists and influencers across Asia-Pacific for the 2020 Tech Media Pitching Kit. The kit gathers pitching tips from the tech media and emerging tech trends to help make media pitches more engaging. 7. Sharing success stories from APAC brands Last year, we produced case studies that share stories of our clients who have achieved success from using our products and services, such as news distribution, Multimedia News Release and communications strategy. Manulife Singapore optimized its campaign reach with the Multimedia News Release and Golden Agri-Resources promoted its sustainability efforts with our communications strategy services. 8. PRN’s Vietnam National PR & Communications Awards 2020 The National PR & Communications Awards 2020 in Vietnam marks PR Newswire's debut awards programme outside mainland China. More than 100 guests, including C-suite executives, communications professionals and entrepreneurs, attended the gala ceremony in Ho Chi Minh City in last July. Winners include popular Vietnamese brands such as low-cost carrier Vietjet Air, technology company VNG Corporation and insurance company, FWD Vietnam, as well as independent firms such as technology start-up Yellow Blocks, and sneaker brand Biti's. Read more here. 9. Key accolades Chinese technology giant Baidu recognized PR Newswire for being a “Quality Content Creator for finance and economic news” last year. We also received the “2020 Growth Value Award” at the 2020 Financial Technology Awards organized by the Shanghai Services Federation. The award recognizes contributions to the development of the service industry in Shanghai. Cision, PR Newswire’s parent company, won 10 awards at the 2020 International Association for Measurement and Evaluation of Communication (AMEC) Awards last July. The accolades included two gold awards – one for best use of integrated communication measurement/reach with its client Macmillan Cancer Support and the other for most effective planning, research and evaluation with CSM and the Formula E Championship As we enter a new year, we would like to thank our clients for their continued support. We look forward to working closely with you in 2021 as we improve our services to reach and engage your target audiences through news distribution, content partnerships and PR technology. For more information, visit here or email us at asia.marketing@prnasia.com. This article is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
2020 Year in Review: Top 10 Beyond PR Blog Articles
2020 has been a year of embracing challenges for the communications industry. PR pros have had to pivot, diversify and tap on virtual platforms in the face of the evolving COVID-19 situation. Naturally, 7 of the top 10 most-viewed articles on PR Newswire’s Beyond PR blog this year are associated with COVID-19 and how it has impacted the PR world. Throughout the year, we have been producing blog articles on how the pandemic has impacted everything from writing press releases, charting out comms plans, organizing events to planning for crisis recovery. Some of the articles also extracted key takeaways and learning points shared by PR and media industry experts who spoke at our series of webinars this year. The webinars delved into a broad range of topics from PR measurement, newsroom practices to crisis communications. Take a look back at our Top 10 blog articles that have received the most views this year. #10: 4 Media Pitching Tips for Better Tech PR in 2021 We compiled the top takeaways from our 2020 Tech Media Pitching Kit, which offers brands advice on how to pitch to tech reporters in the new normal and equips PR professionals on key trends, events and topics within the tech industry. #9: Trending Topics From the COVID-19 Media Coverage in Malaysia In April, the Malaysian government extended its Movement Control Order, which further impacted businesses and livelihoods. We find out from 4 business journalists in Malaysia on the key news topics and trends that have emerged and what they are keen on reporting. #8: Coronavirus Response: Communications Updates in Key APAC Markets As the COVID-19 situation escalated in late February, we rounded up how companies across APAC are reacting to the news and the public health advisories in various key markets. #7: 4 Trends to Consider in Your Communications Plans We gleaned highlights from the 2019 Global Comms Report by Cision, our parent company and PRWeek to share recent communications trends that PR pros should consider when navigating their comms plans. #6: Covering COVID-19: Hong Kong Journalists Share How Press Releases Can Get Media Coverage? To help brands secure media coverage during the COVID-19 pandemic, we spoke to journalists from Hong Kong media outlets such as Sing Tao Daily, Ming Pao, Human Resources Magazine and Localiiz to find out how the crisis has shaped editorial directions and how press releases can be crafted to get attention from journalists. #5: Event Cancellations: PR Pros Share What’s Next for Communicators? This year’s Mobile World Congress was the first major event that had to be cancelled in February due to COVID-19 concerns. We got PR pros to weigh in on how companies should respond to cancellation of prominent exhibitions and events. #4: 4 Ways to Improve the Pick-Up Rate of Press Releases Victor Peng, a news anchor at TVBS, one of Taiwan’s top news channels, shares the news production process at the television network and how journalists, like him, select and get information from press releases for their news bulletins. #3: Developing Communications Plans for Crisis Recovery and Beyond In May, the road to COVID-19 recovery started to take shape as some governments in APAC implemented measures to kickstart economic activity. John Kerr, CEO of Edelman Singapore shared 4 areas of opportunity that communicators should consider when they shape their crisis recovery plans, while Riley Heng, Country Manager, Australia and Head of Marketing at MetroResidences talked about how her company is planning for recovery. #2: Writing Press Releases in Times of Crisis PR Newswire’s Senior Editor Nathan Brown conducted an online workshop on ‘Writing Press Releases in Times of Crisis’ in June. The session was held in response to the high volume of pandemic-related press releases that PR Newswire distributed from brands across APAC. We share the key takeaways from the workshop here. #1: Coronavirus Response: An APAC Communications Round-up No surprises here - our most popular blog post in 2020 is linked to COVID-19. During the early stage of the pandemic in February, we quickly compiled the types of news that companies were communicating based on the press releases that distributed on PR Newswire. Key topics include communicating operational changes and corporate social responsibility initiatives on donating medical supplies and food to front-line medical workers. For more articles on best practices and industry insights in the PR & Comms world, Visit PR Newswire’s Beyond PR Blog here This article is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
What’s Next 2021?: Steering Your Communications Plans Ahead
Adapting communications strategies to the new normal has been a recurring theme in PR Newswire’s series of webinars this year. We highlight tips from 3 PR experts from Hong Kong and Singapore, who spoke at our recent webinars. They are Danny Tan, Senior Vice President at Omnicom PR Group, Patrick Yu, Senior Vice President & Partner, FleishmanHillard and Felix Poon, Founder & Managing Director, Vis Communications. To prime communicators for a bumpy road to 2021, we get these PR pros to share advice on tackling PR challenges in areas such as measurement, internal communications and media relations. [caption id="" align="aligncenter" width="263"] Danny Tan, Senior Vice President at Omnicom PR Group[/caption] 1. Relook at your PR measurement strategy Companies will continue to feel the economic strain with a global recession stretching into next year. With budget constraints, there is a greater pressure for businesses to demonstrate the value of PR to the business and measurement techniques and metrics will come under greater scrutiny. Danny Tan, Senior Vice President at Omnicom PR Group shares that brands need to move beyond traditional metrics of PR measurement, such as Advertising Value Equivalent (AVEs) and an over-emphasis on activity and output measurement. He said: “There has been a call to move away from AVE because it’s been proven that it’s a deeply flawed way of measuring the effectiveness of PR. And most modern professionals will agree that it’s a poor gauge.” Instead, Danny proposes approaching PR measurement from these four levels: [caption id="" align="aligncenter" width="736"] The 4 pillars of modern PR measurement. (Image courtesy of Danny Tan)[/caption] a. Outputs Output, which is the most basic level of measurement, refers to the message that is put out to the target audiences. Typical exposure metrics include awareness, reach, and impressions. Output can also be measured based on the volume of earned media stories that an agency helps to generate for a band, while audience reach includes audited circulation figures and unique visitors. One can also look at tonality, which looks at how positive, neutral or negative the media coverage is. He shared that how journalists interpret and present your brand’s story can affect if the audience received the intended message. Key message penetration is about how audiences have understood the transmitted message, and the Share of Voice gives a sense of how the brand is performing against competitors. b. Outtakes After the exposure is achieved, it’s time to look at outtakes, which refer to how audiences engage the content, and process and recall the brand message. One way of measurement is through social media engagement, as brands can interact directly with audiences. PR pros can also like at campaign hashtags, and if comms activities can be attributed to organic website traffic. PR pros can track organic traffic on a month-by-month basis and check if it coincides with marketing or media outreach activities. On organic search volume, Danny says: “If you strip away of all the paid search ads, are people searching for that topic or brand? - the more they are, the more successful you are.” For message recall and retention, it is on whether audiences are receiving a message and can subsequently remember the message. [caption id="" align="alignleft" width="529"] Audience engagement can alter perspectives and behaviour toward brands.[/caption] c. Outcomes After the audience has shown some form of engagement, it is time to look at what has resonated with audiences. From the messaging, have there been changes in perspectives and behaviour toward the brand and what they are associating the brand with? A good measure is if people are more open to making recommendations on the brand. d. Impacts Finally, it is about understanding how your audiences act and make decisions. This is the most challenging stage that most businesses are keen on attaining. Some of the metrics can be sales volume, event attendance and in-store or e-store visits. “These are all actions from the audience that demonstrate a level of business impact," he adds. How to kickstart and implement new measurement practices? Set the right communications goals from the start that are closely aligned to business objectives. Allocate at least 10 percent of your comms budget to measurement. He says: “If you don’t do so, then the 100 percent you would have spent is not going to be worth very much. There’s not going to be a way to quantify the success and impact of the organization.” Leverage your organization’s brand/marketing surveys and studies to integrate the same metrics that what you’re trying to capture. Focus on understanding measurement patterns and trends rather than chasing after absolute numbers to get a bigger picture view. Submitting campaigns and PR work for marketing or PR awards will help practitioners and brands to understand the rigour of the measurement framework and process. Follow the Barcelona principles, the AMEC framework and principles for measurement. For more PR measurement tips from Danny, tune in to the on-demand webinar: What Lies Ahead for the Communications Industry in 2021 here [caption id="" align="aligncenter" width="238"] Patrick Yu, Senior Vice President & Partner, FleishmanHillard[/caption] 2. Rethink your company's values COVID-19 has shone the spotlight on the importance of having the counsel of communications to top management. Therefore, brands need to be crystal clear about their values and what they stand for, which will guide key decisions in times of crisis. Patrick Yu, Senior Vice President & Partner, FleishmanHillard in Hong Kong says: “People will have higher expectations of how companies have demonstrated their purpose and value to stakeholders and employees, especially after COVID-19.” “During this period, it is best to talk more about how you are helping the community, based on the company’s values, without expecting credit from the public,” he adds. 3. Focus on Internal communications Treat your employees as if they are your customers. According to FleishmanHillard’s COVID-19 Mindset report, a growing number of consumers will look at how brands are treating and supporting their employees, especially with the uncertainties caused by COVID-19. Patrick added that they are evaluating a company’s actions during this period, which will shape their definition of a good brand. A good example of an internal communications campaign is Nike’s Living Room Sports Challenge. It started out as a way of engaging employees in Nike’s China office during the lockdown period. Its employees, who were working remotely, competed in a series of home workout challenges among themselves. The campaign became so successful that it spawned a global campaign, Living Room Cup, which pits fitness fans from all over the world against athletes like footballer Cristiano Ronaldo, in weekly home fitness challenges. 4. Review your organization’s crisis playbook Most communicators would have revisited their crisis playbooks for guidance on crisis simulation and brand recovery at some point this year. Patrick said that PR pros need to review the protocols to ensure they reflect current challenges and sentiment in order to defend their companies’ reputation during this fluid situation. Also, pace the recovery discussions based on the varying COVID-19 situations in various markets. PR pros might risk long-term reputation damage if they appear unsupportive or overly commercial through their initiatives. [caption id="" align="aligncenter" width="214"] Felix Poon, Founder & Managing Director, Vis Communications[/caption] 5. Maintain a close working relationship with the media When it comes to media relations, maintaining media relationships is crucial despite the lack of physical events and movement restrictions. Felix Poon, Founder & Managing Director, Vis Communications believes that this is the time to be proactive by making phone calls, send emails and WhatsApp messages to keep in touch with the media. Also, take the opportunity to update your media database - there has been a lot of staff movement in media organizations during this difficult period. For more comms tips from Patrick & Felix, tune into the on-demand webinar: Post COVID-19 - Adapting Comms Strategies to the New Normal with Ease here This article is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
Media Pitching Tips in a COVID-19 World from TTG Asia Media’s Group Editor Karen Yue
As the year-end holiday season kicks in, domestic tourism is on the rise in APAC. With global movement restrictions, more people are looking at destinations that are closer to home. The surge of interest in local recreational activities has led to opportunities for brands to pitch relevant products and services. However, travel journalists and editors tend to scan through numerous press releases and pitches that land in their inboxes daily. One way of cutting through the clutter is having a pitch that is customized to their media outlet and speaks to their audience. Receiving a standardized pitch is one of the PR pet peeves of Karen Yue, the Group Editor of TTG Asia Media, who manages a stable of B2B travel media publications, such as TTG Asia, which covers the consumer tourism and travel industry, and TTGmice, which reports on the Meetings, Incentives, Conferencing & Exhibitions (MICE) industry. Karen is one of the 28 journalists and influencers whom PR Newswire chat with as part of its COVID-19 Travel Industry Recovery Toolkit. On how PR pros can build a better relationship with the media, Karen shares that media monitoring is integral. By doing background research on the media outlet and its target audience beforehand, they can craft a story angle that is customized and become a better fit for its readership. The veteran travel editor shares more tips and advice on pitching travel-related news in this interview. How do you prefer to receive press materials? Emails and a follow-up phone call. What is your advice for PR professionals who are trying to pitch you? Be familiar with my titles – the sections within the print and online product as well as the profile of my readers. Use this knowledge to create a unique angle that my readers can benefit from. Do you have any pet peeves when working with PR professionals? PR practitioners who mass distribute press releases along with a message for editors to inform them when the material is published, and to provide a link to the published piece. Whatever happened to good old media monitoring? But more importantly, does the pride one gets from co-creating a unique news piece with the editor no longer exists? [caption id="" align="alignnone" width="568"] Domestic tourism in China is on the rise as Shanghai Disney Resort prepares to welcome guests at its year-end Wonder-filled Winter event. (Photo: Shanghai Disney Resort)[/caption] What is the most challenging aspect of covering the travel industry? So many travel trade events to cover, so little time! And I’m talking about just the Asia-Pacific region. Each TTG Asia Media title serves a specific segment of travel trade professionals. TTG Asia, for example, is built for travel agents first and foremost, followed by all professionals in the leisure tourism space. TTGmice is built for business event planners and corporate travel managers, while TTGassociations directs content to association executives and association meeting planners. With such diverse areas of focus, we have an interest in many trade events but have to be prudent in where we invest our reporting resources. READ MORE: 5 Pitching Tips from the Travel Media in a COVID-19 World What upcoming launches/events/updates are you most excited about? Studies that can birth insightful analysis pieces and one-on-one deep-dive interviews are first and foremost on my list, followed by major tourism developments that will uplift the destination’s economy or the local community in non-financial ways. [caption id="" align="alignnone" width="600"] Sustainable tourism development was one of the key themes at this year's Conference on Development of Tourism Linkages in Vietnam. (Photo: Ho Chi Minh City Tourism Promotion Center)[/caption] What are some travel trends for 2020? Greater pressure on tourism suppliers to be truly sustainable, beyond the elimination of plastic straws and plastic water bottles. Sustainability comes in a wide range of practices, from supporting and uplifting local communities, reducing carbon footprint and waste, investing in diverse staff to providing proper career pathing. People want to know that the money they spend is going to truly deserving commercial entities. In light of COVID-19, many governments have advised postponing non-essential travel. What advice do you have for PR professionals during this period? In addition to the usual marketing messaging, it is worth pitching positive stories about how their organization are taking care of their internal community - staff, vendors and business partners - whose life and sense of job security have no doubt been impacted by the business fallout, as well as external communities, such as medical professionals. Download the COVID-19 Travel Recovery Toolkit to chart out your comms plan and get travel media pitching tips with this toolkit that is tailored for PR pros in the travel and tourism industry.
4 Media Pitching Tips For Better Tech PR in 2021
The COVID-19 pandemic has accelerated digital adoption in businesses with the prevalent use of technology, from cloud-based services, collaborative platforms to cybersecurity solutions. As technology such as the Internet of Things, 5G network and Artificial Intelligence continue to transform industries, there will be more opportunities for brands to share tech stories with the media in the year ahead. In light of this, we reached out to tech journalists and influencers across 9 markets in the Asia-Pacific region for the 2020 Tech Media Pitching Kit. The kit offering brands advice on how to pitch to tech reporters in the new normal and equips PR professionals on key trends, events and topics within the tech industry. Download the kit here or start with the main takeaways below. 1. Smartphones, 5G and IoT remain key interests The 2020 Tech Media Pitching Kit reveals that half of the surveyed journalists and influencers said they are most interested in the trending topics of new smartphones, 5G and IoT. Others are keeping an eye out for topics such as electric vehicles and the business performance of tech companies. “I’m always looking forward to more updates on frontier technology — 5G, Internet of Things, Artificial Intelligence, Machine Learning, Virtual Reality, Augmented Reality, Quantum Computing, etc - and stuff that is on the boundaries of what IT can do,” said Rahul Joshi, Head of Content at Jicara Media. “Large-scale technology and auto shows will be our focus. I'm interested in cutting-edge technology that involves electric vehicles and those powered by alternative energy sources,” said Xiang Ou, Deputy Editor-in-Chief of TMTPost. 2. More pandemic-related technology trends will emerge in 2021 Tech journalists predict that most of the technology introduced next year will be related to the new normal. These technologies could be aimed at helping people adapt to working from home and provide protection against viruses. “The trend of consumer technology supporting work, study and entertainment activities at home will be interesting. Examples include laptops and smartphones with long battery life and cameras that are suitable for online meetings. Other trends are health-related smart technology such as portable ultraviolet-c (UV-C) lamps that guard against viruses and health start-ups on areas like telemedicine,” said Fitraya Ramadhanny, Managing Editor of Detikinet, Detik.com’s technology section. 3. Make virtual media events engaging and efficient As virtual events are expected to continue, tech reporters told PR Newswire the biggest mistake brands make is trying to replicate a traditional press conference online. Digital events should be more concise, engaging and interactive. “Digital events should be more concise. Stage presence and audience engagement cannot be mimicked on a Zoom call. Traditional presentation decks tend to be packed with secondary info or repetition of a brand’s history and achievements. Get to the point - get your media into breakout rooms where they can readily engage with relevant spokespeople if they wish to, or directly access press materials,” explained Zachary Chan, Editor at HWM Singapore & HardwareZone.com. 4. Do not do email blasts, repeated calls and send emails on the same topic Apart from pitching advice, the 2020 Tech Media Pitching Kit also reveals actions that will deter reporters from covering stories. Irrelevant and untargeted email pitches is an ineffective method to communicate with reporters and multiple calls and emails on the same pitch is also discouraged. A customised press release with multimedia elements will increase the chances of media pick-up. “Many PR agencies send out press releases for the same client almost every day, which is very frustrating. Your client’s release is not a memo, so choose carefully which releases you send to the media,” said Purjono Agus Suhendro, CEO & Editor-in-Chief of TechnoBusiness Media. “Most of my fellow journalists do not like receiving press releases in PDF format because it is difficult to access. We prefer that press release information is included as body text in emails. The emails can include attachments such as fact sheet and high-resolution photo. Do not issue multiple releases based on the same products just to meet your client’s demands,” said Bambang Dwi Atmoko, Chief Editor of Gizmologi. Interested to get more pitching tips from the tech media, tech trends for the upcoming year and the most challenging aspects of covering the tech sector? Find out more in the 2020 Tech Media Pitching Kit.
5 Key Takeaways from Cision & PRWeek’s 2020 Comms Report
The role of PR has risen up to the challenge of establishing itself as a trusted advisor to top management in 2020. In a challenging year, more PR professionals are working more closely with their CEOs, who have sought their counsel and perspectives before making business decisions. That was one of the key findings from the 2020 Comms Report by Cision and PR Week. The fourth annual report surveyed more than 300 senior-level PR professionals, from both agencies and in-house, in the United States. The report also reveals how PR is up to the task of facing old and new obstacles and opportunities, such as tech adoption and proving ROI, and the most effective channels and influencers that impact consumer behaviour. These trends will pave the outlook for the PR industry to tackle a bumpy road to 2021. We highlight some key takeaways from the report before you dive into the full report. 1. Comms is establishing its seat at the C-suite table, especially after COVID-19 PR has risen up to the challenges of providing increasingly sought-after counsel by top management in companies. According to the report, 85% of respondents said that C-suite executives wanted to hear from the comms perspective even more after COVID-19 hit. Dealing with multiple global uncertainties such as economic downturn and global supply chain disruption, CEOs understand that they need to consult their comms professionals to help clarify and communicate brand values before making major business decisions. This is helped by the fact that more PR pros believe that the comms industry can effectively measure and prove the impact of their work on business performance - although they add that the industry still has a long way to go in this department. 2. More budget is allocated to PR monitoring and measurement Each year the report asked respondents to indicate how much of their annual budget went to measuring/monitoring/understanding the impact of their comms program. In 2017, 22% of U.S. respondents said 10% or more of their budget went to this. This year, 31.3% of U.S. respondents said 10% or more. That marks a pretty decent jump in just three years and it's meaningful to the measurement discipline. 3. Employees play a more critical role in influencing consumer purchasing behavior One notable change in this year’s results is how employees have catapulted up the list of most effective influencers, while celebrity endorsements continued to dip. More than half (56%) of respondents include employees among their top 4 influencers that impacted consumer behavior. One of the key reasons is that employees bring a high level of authenticity to their comments, while too many celebrities are putting out the same messages that are not so substantial. 4. COVID-19 has impacted the content production process Given the uncertainties surrounding COVID-19, close to half of the respondents have had to adapt the tone of their content to better fit the current societal realities. Other notable changes in the content creation process spurred by the pandemic include increased engagement with their audiences, experimenting with new platforms and collaborating with other creative disciplines. Respondents also indicated a greater reliance on information from social media posts, blog posts and videos that are produced by brands since the start of COVID-19. READ MORE: 5 Steps to Developing an Effective Communications Plan 5. LinkedIn overtakes Facebook as the most important social media platform for the content strategy of brands Close to one-quarter of communicators indicated that LinkedIn is the most important social media platform as part of their broader content strategy plan - an increase from 19% in 2019. PR agencies placed more importance on using LinkedIn than Facebook, while it is evenly split between Facebook and LinkedIn for their in-house counterparts. Cision and PRWeek's 2020 Comms Report reveals the old and new obstacles the PR industry is facing, and how once more PR is rising to the challenge while proving its worth to the C-suite and on the bottom line. Download the report to get the full findings. This blog post is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
Media Pitching Tips in a COVID-19 World from Gaya Travel Magazine’s Editor-in-Chief
Travel demand is on route to increase in the Asia-Pacific region in the coming months. Domestic travel in markets, such as Malaysia and Vietnam, is seeing an uptick, while more international travel bubbles are being established in between cities in the region. As the state of travel resumes, the media’s appetite for travel news and stories is growing as the focus is shifted to local tours and staycations. PR Newswire chats with Juhan Kamaruddin, the Editor-in-Chief and co-founder of Gaya Travel Magazine, a Malaysia-based publication that reports on the travel and tourism sector, as part of PR Newswire’s COVID-19 Travel Industry Recovery Toolkit. On gaining media coverage, Juhan emphasized on the importance of PR reps establishing a long-term relationship with the media. One way is through media monitoring, which tracks recent articles by journalists, their key areas of reporting and their recent social media activity. With such valuable information, it is easier to engage journalists and provide information or potential interview sources that add value to their work. The veteran travel journalist shares more tips and advice on pitching travel-related news to him in this interview. How do you prefer to receive press materials? I prefer to receive materials via email or file-sharing, for example, WeTransfer, for speedy editing and publishing. What is your advice for PR professionals who are trying to pitch you? Gaya Travel Magazine mainly targets Malaysia-, Singapore- and Brunei-based English-speaking urban professionals between 24 and 65 years old, with a slant towards Halal travel. Though the magazine mainly targets consumers, it also covers selected travel trade fairs such as World Travel Mart and ASEAN Tourism Forum (ATF) Travel Exchange. Therefore, PR professionals that cater to our audience are welcomed to approach us. We ultimately seek win-win collaborations and long-term relationships with PR professionals. Ideally, we prefer to collaborate and maintain close relationships with those who understand that Gaya Travel is also a business entity that is driven by revenue, and looks at monetary and non-monetary value (for example familiarization trips and stays) as it strives to increase its audience and client base. Do you have any pet peeves when working with PR professionals? That PR practitioners assume that just because they email us their press releases, the media is obliged to publish them. Some PR practitioners neither take the initiative nor demonstrate the desire to establish a long-term relationship with the media whom they are counting on to get their stories published. [caption id="" align="aligncenter" width="600"] Domestic tourism has gradually resumed in some markets in APAC. (Photo: Ministry of Tourism and Creative Economy, Indonesia)[/caption] What is the most challenging aspect of covering the travel industry? The threats that surround the industry include natural disasters, climate change, geopolitical tensions, and unforeseen events like the COVID-19 pandemic create more uncertainty and dent people’s desire to travel. As such, accurately predicting the up-and-coming destinations that are devoid of risks becomes tricky. What upcoming launches/events/updates are you most excited about? We will likely gravitate towards travel- and tourism-related launches that emphasize on sustainability and address climate change, cultural / heritage conservation, and social responsibility, particularly those in South-east Asia. Places such as Sukau Rainforest Lodge in Sabah and Warung Bumi by Bumi Langit Institute in Yogyakarta deserve our coverage. What are some travel trends that you foresee for 2020? People seeking more hidden gems closer to home, for example, residents of Klang Valley wanting to discover more places or attractions within Kuala Lumpur, Putrajaya, and Selangor, or the rest of Malaysia. Value-for-money / budget-friendly local experiences that are memorable, enriching, educational and can contribute to the local economy, for example staying with rural communities or indigenous tribes. Travelers nowadays approach their travelling with purpose. More of them are interested to join activities like cleaning up beaches, coasts and underwater environments. In light of COVID-19, many governments have advised postponing non-essential travel. What advice do you have for PR professionals during this period? It would be great if PR professionals can work more closely with their marketing and sales counterparts to target their communications to the domestic market, or markets not affected by COVID-19. In Malaysia's case, the travel industry has been quick to respond by pivoting to markets such as West, Central and South Asia, including ASEAN. Download the COVID-19 Travel Recovery Toolkit to chart out your comms plan and get travel media pitching tips with this toolkit that is tailored for PR pros in the travel and tourism industry.
5 Steps to Developing an Effective Communications Plan
As we enter the final quarter of the year, it is imperative that PR professionals start planning their communications plans for 2021. It has been a year of unprecedented challenges, movement restrictions and economic headwinds brought about by the COVID-19 pandemic and the road ahead is still fraught with many uncertainties. After months of shelving your campaigns, it is time to make up for lost time by relooking your campaigns and chart out communications plans for next year. With 2021 around the corner, here’re 5 steps to start developing an effective communications plan. 1. Know what your brand stands for - Identify action words that form the basis of all content [caption id="" align="aligncenter" width="301"] (Photo: Nike Facebook Page)[/caption] At a fundamental level, every piece of content should tie in closely with your company's mission, vision and values in some way. Take sports apparel giant Nike for example. It has always revolved around the concept of innovation. Its mission statement is to bring inspiration and innovation to every athlete in the world, and its core values include performance, authenticity, innovation and sustainability. Now, if you take any press release or content from Nike, you will notice that it fits nicely into these key themes. Regardless of their size, brands should be clear on their values and purpose from the beginning. From there, keywords that are aligned with your brand will emerge. Out of those words choose 2 or 3 action words that capture the essence of the brand. (For example: nourish, create, deliver, provide, inspire, innovate.) These words would frame and anchor all future content. By weaving these action words into your peripheral content, it will help build up brand image as well as brand association. 2. Research your target audience and media Contrary to popular belief, some brand content can be either tone-deaf or not written for a targeted audience. The worst is when a company is so fixated on writing for their investors that they forget who sustains their business - customers. Some companies are so impressed by themselves that they simply talk about how amazing their products are. Instead of focusing on 'why should I care?', they go on about 'why I should buy a product?'. To avoid falling into this trap, think: 'Out of everyone in the world, who am I targeting?' The better you understand your customer's persona - mindset, problems, and needs, the higher the chances of the content providing actual value to them. But, never forget the media - journalists and influencers are your conduits to reaching your desired audience. Therefore, they should be included in your research, right at the outset. First, find out which media outlets and platforms your target audiences turn to. Then, find out which journalists or influencers match your target audience? Think about what type of content would the media find useful for their audiences? (These answers can be derived from media monitoring.) According to PR Newswire's 2019 APAC Media Survey, the top three multimedia elements that journalists prefer to use in their articles are high-resolution photos, videos and infographics. Next, you can begin building up media lists to reach your target audience. And when you send pitches to journalists, treat them as if you are talking to customers - centre your pitch around how your news can solve their problems or make their lives easier. READ MORE: 4 Trends to Consider in Your Communications Plans 3. Do a competitor analysis of your brands Brands should not stay in their bubble. Instead, they should monitor what their competitors are saying through their press releases and media coverage. They should also keep abreast of relevant development of general and industry news, and what trending topics and issues the media are discussing. Through this analysis, brands can zero in on key content themes. 4. Have a long-term content plan and set out goals Strategic communication is most effective when you have a long-term plan. Typical time frames for a content strategy plan can range from 3, 6 to 12 months. Proactively plan and find upcoming opportunities to tell your story in the way you want to say to it. To do that, you should use your media lists and audience insights to deep dive into events, forward features, press events, holidays and see where your story may fit and where you can add value with your news. Next, time your communications to coincide with the media's publishing schedule. A well-organized opportunity calendar should match a timeline of products launches and essential initiatives against the publishing schedules of the media. Identify potential new angles from research done on top industry topics, what competitors have been communicating to the media (through press releases and media clippings) and what has the media written about. 5. Evaluate and adapt your plans consistently Unfortunately, with all these steps in place, you can never guarantee that everything you do will be 100% perfect. Neither can you ensure that every decision was the right one when building and executing your communications strategy? Therefore, it is essential to continuously monitor and be open to feedback so you can adapt and respond in real-time. Perhaps the words you choose don't accurately represent what you do or there is some confusion over what your business focus is? Media monitoring can help you fix this. Strategic communication is most effective if messages are honest and repeated frequently. Companies need to send their messages via the most effective channels and have a long-term plan in place. Find out how PR Newswire can support the implementation of your communications strategies through a full range of highly tailored services, from content writing, comms audit to media pitching. This blog post is written by Thomas Skelton, Communications Strategy Manager at PR Newswire.
5 Crisis Recovery Tips for Brands
With the prolonged COVID-19, companies are bracing themselves for a long road to recovery. Switching to survival mode, many have streamlined their operations and pivoted to new business opportunities to stay afloat. Over the past months, Cision and PR Newswire have held a series of webinars on adapting communications strategy in the new normal. We round up 5 helpful crisis recovery tips on navigating the communications challenges ahead. 1. Prepare for a bumpy re-entry journey [caption id="" align="aligncenter" width="296"] Matthew Della Croce, Global President and Partner, Allison+Partners[/caption] As companies begin to re-open, the route to recovery will not be straightforward. In an interview with Cision, Matthew Della Croce, Global President and Partner at communications agency Allison+Partners, said: “Re-entry is going to be a dynamic process that involves several stages of turbulence and changes before we finally get to something approaching an equilibrium.” He added that brands need to plan for a sequence of re-entries that vary in speed and intensity, which will test their organization and their stakeholders in different ways. 2. Start with short-term opportunities Prioritizing short-term plans is the best way to stay nimble, according to Della Croce. He shared that Allison+Partners’ immediate plans emphasize on the next three months’ ‘sprint’. He explained: “As an agency, this means managing our business and our client work in sprints to enable rapid and agile adjustments to day-to-day operations for ourselves and the strategy and execution we provide for our clients.” 3. Agility is the new stability Being agile is the main feature of the comms strategy plans of fast-food giant McDonald’s for entering the new normal. In a Cision interview, David Tovar, Vice President, U.S. Communications at McDonald’s shared the chain’s reopening sequence in 4 phases: crisis, recovery, revival and the next normal. Different messaging and communication outlets are required for each phase. He shared: “It’s important to be agile, be genuine, be authentic and most importantly be current with the information that is shared.” Tovar also shared 3 key points to remember: Maintain a predictable cadence and align your system’s needs with the right voices at the right time. Prepare the right content be flexible and be able to modify quickly as the system mindset shift and/ or re-direction is needed. Monitor operator sentiment and be able to connect the dots for the strategic leadership team based on real-time, dynamic measurement. READ MORE: The Next Normal: A Conversation with McDonald’s VP of U.S. Communications 4. Regain trust among stakeholders The COVID-19 crisis has abruptly disrupted normalcy and brands need to re-establish a sense of assurance with their stakeholders. According to Deloitte Insights, businesses need to think from their stakeholders’ perspectives and consider four dimensions of trust: physical, emotional, financial, and digital. Physical trust involves keeping spaces safe, emotional trust safeguards people’s emotional and societal needs, financial trust is about maintaining strong economic health, and digital trust involves securing the privacy and transfer of information. 5. Build up brand resilience [caption id="" align="aligncenter" width="240"] John Kerr, CEO, Edelman Singapore[/caption] It is a critical time for companies to strengthen their brand resilience, which increases its capacity to anticipate and respond to challenges. Brand resilience, which is achieved by building up reputation and earning trust, will be imperative in the new normal, according to John Kerr, CEO of Edelman Singapore, who spoke at a PR Newswire webinar on crisis recovery. “The best path towards resilience is agility and planning for the reality of dealing with multiple issues that pop up every day,” he said. “As long as you have coherence and everything is defendable from what you say and what you do, then you should be okay.” According to the Edelman Trust Barometer Special Report, consumers are looking to brands not only to demonstrate leadership during challenging times but to also help, assist and serve. Hence, brands need to adapt to the new world, alongside with their consumers. An Edelman article states the five attributes of brand resilience: risk-tolerant, providing useful and needed service, values-led operations, connecting with stakeholders through meaningful relationships and adaptability. READ MORE: COVID-19 Comms: Developing Communications Plans for Crisis Recovery and Beyond Chart out your comms plan and get travel media pitching tips with this toolkit that is tailored for PR pros in the travel and hospitality industry. This blog post is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
4 Ways to Improve the Pick-Up Rate of Press Releases
The media receives numerous press releases and pitches daily. Given the fast work turn-around time and lean resources, it takes more than informative content and interview opportunities to ensure that the news gets picked up. In a recent PR Newswire webinar, we invited Victor Peng, a news anchor at TVBS, one of Taiwan’s top news channels, to share the news production process and how journalists, like him, select and get information from press releases for their news bulletins. [caption id="" align="alignnone" width="549"] Victor Peng, a news anchor at TVBS (left) speaking at a PR Newswire event in Taipei earlier this year.[/caption] 1. Select the most suitable time period to send press releases Selecting an optimum time to issue news releases need to revolve around the work schedules of the media. It is favourable to time them to the ‘lull periods’ when time-pressed journalists are relatively free, so that the pick-up rate can be maximized According to Peng, the deadline for submitting press materials for television stations in Taiwan can be 11am to noon or 6pm – depending on the programme timings. Newspapers typically stop accepting information from 5 to 7pm unless the news is major. As online media prioritizes the timeliness of the news, there isn’t a rigid time-based deadline rule. In order to facilitate the media’s workflow, Peng advises companies to hold press conferences no later than 10am and end them before 3pm. This gives journalists sufficient time to conduct on-site interviews with spokespersons, ask and check on follow-up questions, write the manuscript and edit videos. 2. Understand the job scope and nature of journalists A common PR stumbling block is identifying the relevant journalists for different types of news. Peng shares the structure at TVBS News - the broadcast reporters are structured based on their respective beats, which include politics, foreign news and lifestyle. The lifestyle beat, which covers topics such as medical, technology and traffic news, has the largest number of reporters. Among journalists, there are also varying job titles - from roving reporters who cover day-to-day news to correspondents, who produce specialized long-form reports. The work turnover rate of the roving reporters is higher – they conduct two interviews and produce at least three news articles daily. Peng adds that sending press releases to journalists covering the relevant beats in suitable formats is vital in securing media coverage. READ MORE: Writing Press Releases in Times of Crisis 3. Provide remote interview opportunities The COVID-19 pandemic has drastically changed the reporting process. The crisis has become a turning point for companies to review and optimize their ways of disseminating information. With movement restrictions, the media has turned to video conferencing tools to conduct interviews remotely. Peng adds that press releases should also feature human-interest personalities or relevant spokesperson who can be interviewed virtually. 4. Enhance press releases with multimedia elements Broadcast journalists tend to look out for images, videos and audio materials when evaluating if they should pick up the press release. They are constantly looking for ways on how the news can capture the attention of their audiences. According to PR Newswire’s 2019 Asia-Pacific Media Survey, high-resolution photos, videos and infographics emerge as the top three multimedia elements that journalists prefer to use in their articles. About one in three journalists look out for high-resolution images, while one in four wants to incorporate videos in their stories. Besides, eye-catching multimedia elements, especially infographics and short-form videos, also tend to get re-posted on the media’s social media accounts. As such, having a wealth of multimedia elements in a press release format such as the Multimedia News Release can increase the chances of getting media coverage. Watch the on-demand webinar: A Media Dialogue with TVBS in Taiwan Watch the on-demand webinar: A Media Dialogue with TVBS in Taiwan here This blog post is written by Kenneth Goh, Senior Marketing Executive at PR Newswire. A former journalist, he relishes keeping track of breaking news as much as telling stories with trends and data. Connect with him via Linkedin.
