Power Nutrition

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Power Nutrition
Qualifications - Thai Female, 30 to
40 Smart, creative and outgoing Experienced
with consumer brands in Thailand Leadership
Ability to manage 20 retail staff PR Ability
to write press releases and deal with media
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Central Pattana Public Co.,Ltd 

• Age over 35 years, with Bachelor's Degree or
  higher in Mass Communication or related fields
• At least 15 years experience in public relations
  and advertising, experience in event/exhibition
  or marketing promotion is an advantage and at
  least 10 years experience in managerial level
• Strong inter-personal communication and
  negotiation skills and strong relationship with
  press and media
• Computer Literacy and good command in spoken and
  written skills both in Thai and English

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The research
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Using research

• Achieve credibility with management

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Using research

• Define audiences and segment publics

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Using research

• Formulate strategy

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Using research

• Test messages

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Using research

• Help management keep in touch

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Using research

• Prevent crisis

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Using research

• Monitor the competition

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Using research

• Sway public opinion

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Using research

• Generate publicity

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Rules for publicizing surveys and polls

• Sponsorship of the study
• Name of the research company conducting the study
• Description of the studys objectives
• Description of the sample, including the size and
  the population to which the results are intended
  to generalize

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Rules for publicizing surveys and polls

• Dates of data collection
• Exact wording of the questions asked
• Any information the researcher believes is
  relevant to help the public make a fair
  assessment of the results.

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Qualitative research

• Soft data
• Usually open-ended free response, unstructured
• Usually valid, but not reliable
• Rarely projectable to larger audiences
• Generally uses nonrandom samples

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Qualitative research

• Example
• Focus group
• One-on-one, depth interviews
• Observation, participation, role-playing studies
• Convenience polling

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Quantitative research

• Quantitative research
• Hard data
• Usually closed-ended, forced choice, highly
  structured
• Usually valid, and reliable
• Usually veryprojectable to larger audiences
• Generally uses random samples

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Quantitative research

• Telephone polls

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Quantitative research

• Mail surveys

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Quantitative research

• Mall intercept studies

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Quantitative research

• Face-to-face interview studies

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Quantitative research

• Shared cost or omnibus studies

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Quantitative research

• Panel studies

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Research techniques

• Organizational materials

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Research techniques

• Library methods

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Research techniques

• Online resources

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Research techniques

• Online networks

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Research techniques

• The internet and World Wide Web

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Research techniques

• Content analysis

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Research techniques

• Interviewing

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Research techniques

• Focus groups

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Research techniques

• Copy testing

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Research techniques

• Scientific sampling
• Random sampling procedures
• The size of the sample

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Questionnaire design

• The problem of semantics
• Avoid biased wording
• Timing and context
• Political correctness
• The answer categories
• Questionnaire guidelines

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Questionnaire guidelines

• Decide what kinds of information are needed and
  in what detail.
• State the objectives of the survey in writing.
• Decide which group will receive the
  questionnaire.
• Decide on the size of the sample.
• State the purpose of the survey and guarantee
  anonymity.
• Use closed-end answers as much as possible.

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Questionnaire guidelines

• Use simple, familiar words.
• Avoid ambiguous words.
• Edit out leading questions that suggest a
  specific response.
• Provide space at the end of the questionnaire for
  respondents comments.
• Pretest the questions for understanding and
  possible bias.

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Ways of reaching respondents

• Mail questionnaires
• Telephone surveys
• Personal interviews
• The piggyback survey
• Web and E-mail surveys

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Mail questionnaires

• The researchers have better control as to who
  receives the questionnaire.
• Large geographical areas can be covered
  economically.
• It is less expensive to administer them than to
  hire an interviewer to conduct personal
  interviews.
• Large numbers of people can be included at
  minimal cost.

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Telephone surveys

• There is an immediate response or nonresponse.
• A telephone call is personal.
• A phone call is less intrusive than going
  door-to-door and interviewing people.
• The response rate, if the survey is properly
  composed and phone interviewers trained, can
  reach 80 to 90 percent.

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Personal interviews

• Personal interview can be cost-effective and can
  generate a wealth of information if the setting
  is controlled.
• Many research firms conduct personal interviews
  where people with similar interests are.

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The piggyback survey

• An organization buys a question in a national
  survey conducted by a survey organization such as
  Gallup or Harris.
• The method is attractive to public relations
  people for two reasons cost expertise.
• However an organization can only get a small
  snapshot of public opinion with one or two
  questions.

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Web and e-mail surveys

• Banner ads announcing the survey on other Web
  sites or online networks.
• E-mailing invitations to a target audience
• Telephoning individuals with an invitation to
  participate
• Sending a postal card

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Cigarette displays a lure to youths

7 eleven asks for detailed guidelines as store
raided.
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Dentyne encourages people quit smoking
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• Nu Skin Enterprise (Thailand) general manager
  Pakapun Leevutinun with a Mae Fah Luang
  University lab technician displaying equipment
  for producing easy face cream. The company will
  join the university in staging a seminar this
  month as part of its brand-building strategy.

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• A gold shop owner practises target shooting under
  police guidance in Pathum Thanis Tanyaburi
  district.

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•   Loans for NGV kits Krungthai Card, Thanachart
  Bank and Aeon Thana Sinsap (Thailand) are
  offering customers personal loans at zero
  interest for the installation of conversion kits
  for natural gas for vehicles, at all PTT petrol
  stations nationwide.

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Panda nuptials, mating hopes

• Panda mascots representing giant pandas Lin Hui
  and Chuang Chuang parade at Chiang Mai Zoo
  yesterday. The two pandas were married by proxy
  yesterday to mark the 28th birthday of the zoo
  and what officials hope is the start of their
  mating season.

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• Fitting launch Nova Trenda introduces its latest
  showerhead at the Architect 07 show .

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The world's largest jetliner made aviation
history, completing its first commercial flight
from Singapore to Sydney with 455 passengers,
some of them ensconced in luxury suites and
double beds.
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No sex in A380 suite!
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New routes of bus to Suvannabhumi
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Public relations plan

• Situation
• Bus company offer new bus routes to Suwarnnabhumi
  airport.
• Objective
• To create awareness of the new bus routes
• To inform them about the information
• To encourage people to take the bus
• To build good relationship between company and
  its public

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Public relations plan

• Audience
• Passengers- low-middle class, live in Bangkok and
  its
• Boundary
• Backpacker

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Public relations plan

• Strategies/tactics
• Inform all staff in meeting and repeat in company
  publicity
• Hold the press conference, invite Yingyong and
  Apaporn singers come
• Press visit, Miss bus company visits media
• Post information in website and link this news in
  famous government websites
• Post posters on the bus
• Inform in radio program-No pay for the trip for 1
  month

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Public relations plan

• Strategies/tactics
• Airport free trip with Prime Minister and
  broadcast this news.
• Distribute leaflet and inform public via bus
  kiosk at trafficked areas
• Contact TV producer to promote (especially
  channel 11)
• Produce short documentary
• 184 call center, inform in waiting call
• Bill board in front of bus company

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Public relations plan

• Calendar
• April - Do research
• May Meeting and brainstorm
• June - Design all publicity
• July - produce publicity
• August- Distribute all publicity, Staff meeting
• One week before Press conference, Press visit,
  TV appearance
• The day of event- Free trip with Prime Minister
• September Free trip to the airport for one month

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Public relations plan

• Budget
• Research
• Meeting
• Publicity brochure, bill board, documentary,
  poster
• Press conference and celebrities
• Press visit
• Free trip

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Public relations plan

• Evaluation
• Positive News coverage
• Public awareness
• The number of passengers to the airport
• Hit from the internet
• Number of calls asked from call center
• Number of brochure distributed