Tereza Valcan

Tendinte in PR si comunicare pentru 2009

Tereza — Tue, 24 Feb 2009 19:34:15 +0000

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A consumer with a heartbeat

Tereza — Tue, 10 Feb 2009 18:21:25 +0000

Ketchum: 52 de birouri in intreaga lume, votata “best place to work for”, recent si in Romania prin CIVITAS Global Ketchum.

Extinderea retelei Ketchum continua si in Asia, prin noul parteneriat cu Hakuhodo, una din cele mai mari agentii de marketing si comunicare din Japonia.

Filozofia Hakuhodo se bazeaza pe sei-katsu-sha care se traduce prin ”persoana plina de viata”. Aceasta filozofie se diferentiaza de abordarea altor companii de marketing din Japonia, care folosesc termenul banal de “consumator”, in japoneza shohisha. sei-katsu-sha reprezinta o perpestiva holistica, descrie o persoana prin prisma modului de viata, a aspiratilor, visurilor si experientelor sale. Toate lucrarile agentiei pornesc de la aceasta perspectiva si rezulta in creatia unor branduri ce au viata.

Mai mult, filozofia sei-katsu-sha este aplicata si in cadrul studiilor de piata efectuate de catre Hakuhodo Institute of Life and Living (HILL), care se concentreaza pe identificarea factorilor de natura sociala, psihologica si filozofica ce influenteaza o persoana.

In fiecare an, HILL realizeaza acest tip de studii, axate pe interactiunea oamenilor cu circa 2,000 de branduri, in 31 de capitale din Asia. Rezultatul se numeste HABIT - despre branduri in raport cu aspiratiile, valorile si tendintele socio-demografice ale popoarelor asiatice.

Inca o inovatie al agentiei japoneze il reprezinta departamentul Elder Business Promotion, care se focuseaza pe marketing catre generatia a 3-a (+50 ani), analizand atitudini, stiluri de viata, valori si obiceiuri ale acesteia pentru a identifica noi oportunitati.

Si in incheire, ca sa-i citam pe colegii nostri din Japonia: “People are not the sum of their purchases. To understand what drives people to shop, we research how they live. To know why people choose one product over another, we figure out how they think. To build brands that have life, we focus on insights from real people, or sei-katsu-sha, not targets and consumers.”

Despre responsabilitatea sociala a companiilor din Romania

Tereza — Mon, 09 Feb 2009 18:53:14 +0000

1. Care sunt primele 3 companii din Romania pe care le apreciezi cel mai mult pentru implicarea in societate si de ce?

Holcim - pentru contributia constanta in proiecte de responsabilitate sociala

BRD - pentru ca CSR-ul face parte din ADN-ul companiei

Cosmote - pentru ca isi educa, implica si responsabilizeaza angajatii in actiuni de CSR (proiecte sociale, mediu, educatie samd)

2. In ce masura marile companii din Romania au raspuns in 2008 asteptarilor tale in privinta implicarii in societate?

2008 a fost un an bun pentru CSR, insa se poate mai mult, mai bine si cu impact mai mare.

3. Ce asteptari ai de la companiile din Romania, in privinta responsabilitatii sociale, in 2009?

M-as bucura sa vad mai multe proiecte de CSR care sa aiba sustenabilitate pe termen lung si rezultate masurabile (comunicate public). Si nu facute de dragul imbunatatirii imaginii (PR stunts).

4. Cum crezi ca le-ai putea stimula, tu personal, pe companii, si in special pe cele de la care cumperi, sa fie mai responsabile in 2009?

In contextul crizei actuale, se vor evidentia companiile care au CSR in ADN-ul lor sau cele care intreprind astfel de activitati pentru imagine (acestea din urma vor fi primele sa renunte la bugete de CSR). Pe de alta parte, nu stiu in ce masura vor putea fi sanctionate companiile care nu se implica in rezolvarea problemelor sociale, atunci cand ele se lupta sa isi mentina forta de munca. Cu siguranta insa, acele companii care vor continua sa se implice, se vor evidentia cu mult mai mult anul acesta si vor beneficia de sustinerea noastra.

Bilantul CSR 2008: http://www.responsabilitatesociala.ro/dialoguri/bilantul-responsabilitatii-sociale-pe-2008.html

Am gasit: viitorul jurnalismului

Tereza — Sat, 31 Jan 2009 19:37:00 +0000

Am gasit in arhiva un post anterior, cu tot cu cele doua comentarii:

In editorialul anterior, am adus in discutie viitorul PR-ului si schimbarea modelului de business, datorata in mare parte de evolutia in zona digitala.

Un impact poate chiar mai mare al “digitalizarii” este resimtit in zona de presa traditionala, in special print. La nivel international si local, publicatiile se zbat pentru supravietuire, redactiile se restrang, publicitatea scade si cateva jurnale se vad nevoite sa inchida.

New media va depasi old media – este o realitate pe care trebuie sa o anticipam, acceptam si capitalizam. Liderii de opinie si decizie sunt in mediul online, locul unde se afla cu siguranta si viitorul jurnalismului. Opinia mea pe Strategic.ro la http://www.strategic.ro/publicitate/viitorul-jurnalismului.html

Sunt curioasa sa aflu opinia colegilor din presa, dar si a celor din breasla de PR-isti, despre evolutia jurnalismului si cum ne putem adapta modelul de business, strategia si tacticile pentru a tine pasul cu tehnologia.

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2 Comments »

Razvan Pascu said,

July 15, 2009 @ 12:09 pm · Edit

Eu sunt unul dintre cei care cred ca ziarele se vor dezvolta mai mult pe online dar in mod sigur nu vor disparea. Inca mai sunt oameni, inclusiv eu, care prefera sa simta hartia proaspat tiparita in mana. In ceea ce priveste revistele, cred ca acestea vor avea succes in continuare. Online-ul cred ca se va dezvolta si va fi in continuare gratuit dar nu mai dureaza mult pana cand se va vinde si in Romania continut premium pe site-uri, cu parola, etc.
O. M. said,

July 29, 2009 @ 12:40 pm · Edit

Publicatiile care “se zbat pentru supravietuire”, asa cum ai spus tu, nu ajung in situatia asta din cauza “digitalizarii”. Numarul de cititori al ziarelor quality a crescut, potrivit ultimelor date publicate de SNA. Ziarele si revistele care trec pe online sau se zbat pentru supravietuire nu mai au sustinere financiara. Iar aceasta sustinere venea pana acum de la patronul care avea afaceri in imobiliare si acum a ramas cu buzunarele goale, de la patronul care se ocupa cu “articole PR” pe foarte multi bani, in functie de notorietatea publicatiei, si nu in ultimul rand (ca sa folosesc un stereotip) de la publicitari. Piata de publicitate este intr-un proces de maturizare. Anul trecut, un an de expuberanta a pietei de publicitate, agentiile multinationale vanau conturi de milioane de euro. Cresterile anuntate de publicitari erau de 30, 40, chiar 50 % (McCann Erickson). In prima jumatate a acestui an, consumul de publicitate a scazut cu 30%. Acesta este principalul motiv pentru care ziarele si revistele “se zbat sa supravietuiasca”. Unele publicatii si-au dat chilotii in vine si s-au prostituat pentru trei lei. Ziarele locale nu mai au bani sa se sustina (vezi inchiderea publicatiilor locale ale lui Adrian Sarbu) si au trecut pe online. Dar repet: nu pentru ca s-a digitalizat presa, ci pentru ca nu mai sunt bani. Cei care au rezistat in provincie s-au dat de partea autoritatilor locale facandu-le jocurile politice.
Da, exista o tendinta de “digitalizare” a presei. Astazi, nu mai exista exclusivitati. Daca eu am o informatie bomba, nu o pot tine pana maine cand apare ziarul, pentru ca in trei minute va fi pe net, pe un blog, pe un site de stiri, pe o televiziune de stiri. Un ziar sau o revista care nu e pe net, nu exista, decat daca face parte dintr-un trust puternic. Mda..
Imi place blogul tau, sunt pentru prima oara pe aici, dar voi mai trece, daca sunt bine venit Ovidiu.

Back to work

Tereza — Sat, 31 Jan 2009 19:06:00 +0000

PR goes digital

Tereza — Mon, 26 Jan 2009 09:24:07 +0000

(Dez)integrarea in comunicare

Tereza — Thu, 22 Jan 2009 20:23:53 +0000

[…] Comunicarea integrata face diferenta atat in maximizarea profiturilor agentiilor (ca pana la urma, vorbim si de bottom line) cat si intr-un impact mai mare in atingerea obiectivelor clientului. Clientul este de fapt cel care castiga.In ciuda acestui fapt, ma surprinde sa vad agentii care nu capitalizeaza pe acest lucru, chiar daca au in-house capabilitati multiple care acopera mai multe arii de comunicare gen ATL, BTL, PR, digital samd.

Se lucreaza pe pitch-uri sau briefuri separat. Rareori, ATL-ul sau media se gandeste sa integreze PR in propunerea lor si de asemenea, propunerile de PR se rezuma la clasicele tactici ca la carte (chit ca sunt creative). Trebuie sa ne obisuim sa gandim integrat si nu atunci cand ne-o cer clientii, ci din proprie initiativa. […]

Mai multe despre importanta parteneriatelor strategice / aliantelor in industrie: http://www.strategic.ro/pr/dezintegrarea-in-comunicare.html

www.blackorwhite.ro

Tereza — Thu, 22 Jan 2009 11:42:37 +0000

Cu ocazia lansarii CIVITAS Global Ketchum in Romania, am organizat ieri seara o dezbatere pe tema celor mai importante tematici ale anului 2009, in contextul climatului dominat de instabilitate. Lideri ai unor companii din diverse sectoare importante precum financiar / bancar, auto, imobiliar, asigurari, resurse umane, retail, FMCG, au discutat intr-un talk show difuzat in direct pe Money Channel despre modul in care criza financiara a afectat aceste industrii si importanta comunicarii pentru a restabili increderea stakeholderilor.

Printre concluziile principale:

Adaptabilitate a strategiilor pentru a face fata in contextul actual (incl. strategiile de comunicare)
Dialog intre sectorul privat si autoritati pentru a identifica solutii viabile de a depasi criza
Cooperare si sprijin intre companii si industrii pentru a evita ‘efectul domino’ al crizei
Nevoia de leadership in sectorul privat / responsabilitatea companiilor de a contribui la stabilitatea economiei
Importanta cercetarilor de piata pentru a fi in permanenta la curent cu schimbarile rapide in perceptie, atitudine, intentii de cumparare samd
Mai multa comunicare eficienta, necesara pentru restabilirea increderii la nivel macro si micro (publicul larg, angajati, investitori, parteneri, clienti etc)

Dezbaterea continua online pe www.blackorwhite.ro, un site lansat ieri de CIVITAS Global Ketchum, menit sa stimuleze dialogul si comunicarea, atat de importante in acest context.

Va invit sa va alaturati dezbaterii online!

About superheroes and villains

Tereza — Thu, 22 Jan 2009 08:23:44 +0000

Black or white - dezbaterea

Tereza — Wed, 21 Jan 2009 11:40:38 +0000

In seara aceasta, incepand cu ora 19:15, in direct la Money Channel, dezbatem negru vs. alb. Tune in!