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1、UPS China PR OrientationShanghai, May 17, 2005Whats PROgilvy PR in ChinaUPS & Ogilvy PR in ChinaChina MediaA look at 2004Forward to 2005AgendaPR DefinitionThe management of mutually beneficial communication between an organization and its key interest groupThe Purpose of PR Protect and Enhance UPSs
2、reputation Support the Growth of our Business Maximize Shareholders ValueWhat PR Is - Some Key Examples Reputation Management Influencing perception/monitoring the environment Communication - long term commitments Media Relations Proactive: controlling the process Reactive: managing media enquiries
3、/ “firefighting” Creating “UPS spin”What PR Is - Some Key Examples Crisis Communications Community Relations / Philanthropy Executive Communications Special EventsWhat PR Is NOT ? Guarantee Against Bad Press Forcing Media to Tell Your Story Getting company name in the press when there is no news At
4、UPS Internal Communications or Public Affairs (Government Affairs) Free AdvertisingWhat Do PR People Do? Advise & Counsel Management Identify & Manage Issues Build Relationships with Key Audiences Media, Community, etc Plan and Write Press Releases. Speeches, Newsletter, etc Plan Special EventsWhat
5、Makes a UPS Story News?(Manage News Flow)Customer Benefit- Multi-language tracking- Services, faster del. timesUPS vs. Competition- First-to-market, or a “me too”- Unique selling pointShows Commitment to Market - Investments - Introduction of new technologyWho is Your Spokesperson?Credibility issueH
6、ow Will the Journalist Look at UPS?Media interest based on cost and controversy“Why is My Story NOT News?Greater Interest to Internal Audience than External?Benefit to UPS, but not the customerToo Much Potential DownsideBacklash effectPreferred customer, service recovery, etc.No Unique Selling Point
7、Not ahead of the competitionNot TimelyMissed window of opportunityBenefits of Public Relations Tell UPS side of story Communications critical to every business decision made Manage negative stories Make sure newsworthy stories are covered Creditability A well placed story = 100 sales calls Create Aw
8、areness and Goodwill Innovations, technology, sponsorship Charity eventsBenefits of Public Relations Building Momentum Strengthen Market Efforts New products / services, DM and ad launches Sway Opinion Leaders Issues easier to handle with public support Communicate Company Values Philanthropy Halo E
9、ffect on Employees Instill pride and improve moraleSupport from PR Support Internal Audiences Strategic executive communications Sponsorship of trade shows / exhibitions Support and counsel countries Requests from other departments Customer newsletters / communications Speeches / position statements
10、 Approve / edit content of written materialsMedium of Communications Press Releases / Photo Releases Press Conferences Executive Interviews Sponsorship / Seminars Speaking Opportunities Speaking Opportunities Customer Newsletters Web-based Releases Reprints Customer Case StudyKey MessagesUPS enables
11、 global commerce by bringing solutions to the three flows of commerce UPS Technology UPS Innovative Products & Services Customer Solutions & Service Commitment to Local Market Investment, expansion, staying power Corporate CitizenshipChina is not optional, is essential中国乃兵家必争之地中国乃兵家必争之地Measurement o
12、f PR Results Quarterly Echo Media Analysis Quarterly UPS Share of VoiceEcho Media Analysis What is Echo? Evaluate effectiveness of communications program Conducted for Hong Kong, Taiwan, Singapore since 1998 China to be added to list in 2002 Crisis CommunicationsWhy It Matters? The Electronic Era Ad
13、vent of satellite TV Borders between events on a local or international scale have vanished. Crises, events, disasters and wars can all be “lived live” through the television, worldwide.Why It Matters? It is always important to understand that you are more likely to be judged on your reaction to a c
14、risis than the actual crisis situation itself.Why It Matters? But its not all bad news Careful planning and considered communication can even strengthen the image of a company.Financial GuidelinesFinancial Guidelines Confidential InformationThe following information is confidential and may never be
15、disclosed: Absolute volume numbers by region or country or product line Any reference to revenue amounts or percentage growth by region or country or product line Any reference to profitability or percentage growth by region or country or product lineFinancial Guidelines Information for the PublicTh
16、e following information will be provided on a quarterly and annual basis: Percent Volume Increases of Premium Products by Region. Absolute volume numbers can never be disclosed, only percent changes Select Percent Volume Increases of Premium Products by Company (various countries will be highlighted
17、 each quarter). Additionally, absolute volume numbers can never be disclosed, only percent changesFinancial Guidelines Investment Information Information relating to the investment in specific projects may be disclosed, subjected to Corporate International Finance and Accounting approval. However, t
18、otal investment amount in a region or country can never be disclosed.Whats PROgilvy PR in ChinaUPS & Ogilvy PR in ChinaChina MediaA look at 2004Forward to 2005Agenda Ogilvy Public Ogilvy Public RelationsRelationsThe regions most extensive public relations and public affairs network with 17 officesEn
19、terprise IGEnterprise IGOne of the worlds leading corporate identity and design consultancies Ogilvy ActivationOgilvy ActivationIntegrated promotional and merchandising expertiseFrom planning to tactical implementation and result measurementsMindShareMindShareFull service media buying andplanning in
20、 China. Chinaslargest media servicescompany.OgilvyOneOgilvyOneThe leading network in Asia Pacific which includes Data Services and TeleDirectOgilvy AdvertisingOgilvy AdvertisingA world class advertising agency offering sound brand strategies and distinctive creativeOgilvy Group in ChinaOgilvy Public
21、 Relations in ChinaOgilvy PR China History1995: Ogilvy PR established in Beijing and Shanghai1996: Ogilvy PR begins in Guangzhou All three offices established by Scott Kronick, Managing Director, whom continues in this role todaySenior management at Ogilvy PR led by a combination of local staff and
22、expatriates to achieve company mission: “to be the most local of the international firms, the most international of the local firms”Directors have on average 5 years experience working at Ogilvy PR.Ogilvy Public Relations in ChinaCLIENT Ogilvy Public RelationsWorldwideOgilvy Public RelationsWorldwid
23、eCorporate communications CampaignsPublic diplomacy campaignsEnvironmental PRInvestor relationsCrisis managementInternal communicationsMarket intelligenceLocal and internationalmedia campaignsPublic affairsCreative servicesWhats PROgilvy PR in ChinaUPS & Ogilvy PR in ChinaChina MediaA look at 2004Fo
24、rward to 2005AgendaUPS and Ogilvy PR in ChinaFirst Ogilvy office to take on the UPS account in Asia in January 2002 (regional acct. won in early 03)Been working on a retainer basis since thenAccount teams in each Ogilvy office in China under Beijing office leadershipWhats PROgilvy PR in ChinaUPS & O
25、gilvy PR in ChinaChina Media OverviewA look at 2004Forward to 2005AgendaChanging media landscapeIncreasingly competitive environmentHuge amount of media 10,700 newspapers and magazines, 1,800 radio and 2,200 TV Channels.Chinas 2nd largest media gp listed in Hong Kong recentlyFirst Chinese media grou
26、p to listVentures with internationalmedia groupsInitial public offeringsChanging media landscapePower of the internetAccelerating spread of crisesRise of nationalismFlamed by media outletsAnti-Japanese, anti-foreign monopolyRise of investigative journalismTolerated as long as directed at business or
27、 non-official targetsForeign media paying increasing attention to what Chinese press sayingWhats PROgilvy PR in ChinaUPS & Ogilvy PR in ChinaChina Media OverviewA look at 2004Forward to 2005Agenda2004 in review2004 in reviewA year of anticipationA year of increased industry and competitor focus on C
28、hinaA year which defined UPS future in China2004 in ReviewExecutive visits and interviewsMedia relations for Mike Eskew, David Abney, Lea Soupata, Steve Okun, Daniel Chen, Gary WuTotal 17 interviews arranged16 press releases distributedKey events at BOAO, US-China Aviation AgreementYear culminated i
29、n DRAGON announcement in BeijingDragonUPS announce agreement with Sinotrans to take direct control of international express operations in key citiesMorning after signing of agreement Ken Torok hosts domestic and international press briefings in BeijingRelease goes out simultaneously to international
30、 media and other domestic media in SH and GZPress briefings the following day in Hong KongLea Soupata China Visit April 2004UPS sponsored BOAO Forum April 2004 and Dec 2004UPS Guangzhou-US Direct FlightDec-2004UPS to build hub in ShanghaiJuly-2004MeasurementsEchoClip numbers.ECHO Media AnalysisECHO
31、Media AnalysisEcho - a media evaluation study conducted by Echo Research Inc. on media coverage of UPS and key competitors in selected markets globally.First commissioned in 1998.Covers 15 countries at present.In Asia, Echo analysis is done in Hong Kong, Singapore, Taiwan, China and Japan.Rating is
32、applied to each news article on a scale from 0 to 100.Score based on placement, prominence, visuals, strength and presence of messages, sources, content and tone.2004 Overview - GlobalTotal annual volume grew 10% from 3,710 to 4,076Rating increased from 58.6 to 59.1 with Japan contributing above ave
33、rage score of 62.2Total positive messages increased from 1,929 to 2,401Total negative messages dropped from 49 to 38Leading product/service UPS CampusShipLeading favourable spokesperson Scott Davis2004 Overview - GlobalProactive communications continue to improve - to 62% (from 53% in 2003).Media in
34、terest in China is high with Sinotrans & Menlo announcements being the top 2 proactive stories.UPS SCS profile has increased (mentions up 66%) but still room for improvement in Asia Pacific.DHL intruding into UPS coverage (SOV up by 22% in Q4).FedEx SOV fluctuated but was down in 2004 overall.China
35、expansion and financial performance were most successful topics for spokespersons.2004 Overview Asia PacificKen Torok solidified UPSs strong presence in Asia Pacific region with his persistent media presence over 100 favourable items and a 67 rating.Ken Torok was top global spokesperson in Q2/Q4-04.
36、UPS profile was raised in China and Taiwan.Taiwan recorded biggest volume gain (+96%) responding to UPSs China expansion plans and spearheaded by Benjamin Choi.Japan averaged 18.7m impressions a month.China profile was up 9%. Singapore volume dropped 40%. Echo-50050100150200250300350400450Financial
37、performance is strong /improvingInvesting in new ways to meet the needs of customers Strong network / presenceLargest express carrier / package delivery co.Offers Express products/servicesIndustry leader / authoritative voiceActively invests in CSR initiativesSynchronizing the world of commerceA glo
38、bal supply chain solutions providerAn enabler of global commerceA Technology LeaderOffers a wide range / porfolio of servicesIs a good employer # mentionsNegativePositiveJanuary -December 20042004 Leading MessagesUPS Leading SpokespeopleGoing ForwardStrategy to build UPSs image as an international p
39、resence in Asia Pacific not foreign or American.ChinaSinotrans dealCSR initiatives.UPSs reputation as a good employer.Japan needs a stronger spokesperson.SME market still largely untapped.Awareness of UPS SCS in Asia Pacific needs to be raised.UPS in China20052005 ObjectivesTake the post-Dragon Chin
40、a story forward and raise momentum, focusing on:The China expansion story as it happensService and technology UPS can now offerCustomer benefitsLink all UPS communications to long-term China commitmentTell the China vision story increased flights, Shanghai hubUPS in China in 5 years time.2005 Messag
41、esUPS can now offer customers enhanced service and access to international marketsUPS now has more flexibility to respond to customer needs and implement UPS world class standards and practices throughout ChinaUPS has the strategy in place to rapidly roll-out its operations in China in 2005 and beyo
42、nd2005 started with a bangA look at Labour issue2005 Objectives RevisitedTake the post-Dragon China story forward and raise momentum, focusing on:The China expansion story as it happensService and technology UPS can now offerCustomer benefitsLink all UPS communications to long-term China commitmentT
43、ell the China vision story increased flights, Shanghai hubUPS in China in 5 years time.Heightened crisis and issue awareness2005 TimelineABM launchSH media roundtableUPS PVG MOUUS-GZ flightsPhase 1 Dragon 5 office openings in AprilPhase 2 Dragon - 9 more office openingsHong Kong tech summitLongitudes Oct. 19&20JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember2004 financial resultsDragon closing / launch of CSC no.Fam trip to USJapan-SH flights?SCS media briefing/workshopProduct media workshopConsiderationsCSRCustomer refsSponsorshipThank you
