2016 is the year when the Philippines must look beyond its borders. After hosting APEC and taking a step closer to an ASEAN unity, our country’s horizons are slowly but surely expanding. New PR strategies must take into account the changing landscape and utilize channels that can more easily influence an international audience.
Social Media Integration
The popularity of social media in our country lies in its ability to connect the families affected by the Philippine diaspora. In 2013, the Commission on Filipino Overseas, which was established to uphold the interests of Filipino communities outside the country, calculated that 10.2 million of our citizens work abroad. The number is only expected to increase with the anticipated ASEAN Economic Community promoting an open professional labor market among its member states. Through social media shares, Filipinos abroad can easily learn what’s happening back home. Additionally, Filipino migrants too can share Philippine news to their networks of foreign nationals. In other words, PR campaigns with a social media component can easily reach an international audience.
Bloggers share a similar advantage with social media: They are highly accessible to a global Filipino audience. Unlike Facebook or Twitter, blog content offers in-depth discussions in areas such as lifestyle and travel, targeting niche topics ranging from sports and urban gardening, to motherhood—specific interests that make it effective in swaying minds. In a survey of European marketers by HubSpot, the world’s number one marketing software platform, blogs are the highest rated content marketing asset based on the volume of leads or sales generated. Top Pinoy blogs have a readership of around 100 thousand. When combined with social media, they can quickly reach a worldwide market. Blogs, and the bloggers who write them, are effective and smart PR investments.
Whether selfies or #foodporn, good visuals attract attention. More importantly, images don’t necessarily have to rely on words to communicate effectively. A single well-composed photo can convey the appeal of a product far better than a thousand words. Combining good visuals with your PR will enable your campaign to be understood at a glance by Filipinos, Singaporeans, the Japanese, and so on.
More and more companies are predicted to expand their PR efforts internationally in 2016. To remain competitive while staying well within marketing budget, it’s vital for your brand to start taking advantage of uncomplicated digital tools and technologies.