MANILA, OCTOBER 1, 2012 – Technology has brought about inexpensive – usually free! – digital and social media tools at our disposal, offering new forms of storytelling, journalism and sharing. These “connective technologies” have given us access to vast amounts of information that are not always helpful, and can sometimes be disruptive.
The Public Relations Society of the Philippines looked into this so-called age of disruption and discussed how to respond at the 19th National PR Congress, themed ‘PR360’, held September 27-28 at the InterContinental Hotel.
Tribal DDB managing director Aileen Dalisay shares: “Everybody has something to say, and people do not see things objectively. They have their own perceptions and interpretations.” This means a single glitch in a campaign – a controversial endorser, offensive copy, misquotation – can lead to a thousand angry tweets that could seriously damage a brand’s reputation.
So when “everyone and anyone is an influencer,” naturally, one would wonder: “has ethics changed?” Carlos Palma, executive director at Havas Media, answers with another question: “Does it have to?”
Paul John Pena, chief digital officer of Leo Burnett Worldwide, brought to light some grey areas in the industry. Often times, he said, people can’t distinguish paid tweets. “What used to be earned media is now paid media.”
But today’s digital savvy consumer is not stupid. Believe in the product and the brand and it wouldn’t be dishonesty. If the product is good, it will gain influencers.
PepsiCo Philippines believes in staying relevant. According to marketing director Steve Romasanta, “Tapos na yung panahon na tayo gagawa ng commercial, ilalagay natin sa TV, tatambakan natin ng pera (brands can no longer put their money on TV commercials) – a thousand GRPs, thirteen weeks on air – and just get the consumers to buy your products. Consumers demand more. Consumers expect more. They want to be entertained. They want to be engaged.”
Nestle Philippines attributes its centennial milestone to consumer trust. “If you’ve been around 100 years, it means you’re cross-generational. You’re family,” says CEO John Martin Miller. At the heart of it all is the consumer, and that’s what makes a brand human.
Manila Bulletin TechNews editor Art Samaniego believes that “the very heart of PR” remains the same in the age of disruption: “tell the truth, persuade upholding the principles of clients and share truth to the public”.
