Strategic Public Relations Sdn Bhd would like to thank all of you who encouraged, supported, participated and attended both panel discussion on ‘Smart Communication in Tough Times’ and the Cocktail reception held in our office. We certainly hope that you had a great time, and a fruitful one too. We were glad to see so many of you turn up despite the bad weather, and most of you turned up on time as well! Looks like the ‘Malaysian timing’ fad is not so fashionable after all in this day and age. For those of you who had a bit of trouble finding the location, we would like to extend an extra thank you for taking the trouble to be with us.

We were glad that the panel discussion was so full of life, with many of you participating with questions. We also received feedback that you would have liked it to last a little longer. So it seems the topic is really relevant to all of us, and we would like to encourage you to actively continue the discussion with us which is what this weblog is for.

SPRG Panel Discussion

A panel talk on ‘Smart Communication in Tough Times’ was hosted by Strategic Public Relations Sdn Bhd, a member of Strategic Public Relations Group (SPRG), the largest Asian independent public relations network and Hong Kong’s largest public relations consultancy.

The panel comprises Richard Tsang, founder and chairman of SPRG; Minna Saneri, general manager at European Union – Malaysia Chamber of Commerce and Industry (EUMCCI); Oon Yeoh, new media analyst; Michelle-Ann Iking, general manager of sales, marketing and corporate communications at TuneHotels.com; and Andrew Carmody, regional marketing specialist and co-founder of A² Partners Pte Ltd, a Singapore-based management and investment company.

The panelists shared with the audience strategies and insights in building high-trust brands regionally, marketing effectively using various channels, and the latest trends in new media strategies. The question in every marketer’s minds is how do you stretch your dollar in marketing and public relations when customers are trimming down on expenditure? People are also constantly bombarded by advertisements, how do you get your message across without busting your budget?

Here are some of the key points made by the panelists

SPRG’s Tsang said, “In times of economic uncertainties, maintaining brand confidence among customers and investors is important. Companies should continue to communicate regular, consistent and correct messages. Good communication is not about boasting or hiding bad news but about telling an interesting and authentic story in a constructive way.”

“Worldclass companies such as Nokia and Ikea originated from small countries in Europe. How did they build such successful brands overseas without having a large domestic market to support them? A component of brand building is about satisfying the aspirations of customers and building long-term relationship. Foreign companies need to establish trust, and prove that they stand for quality and want to be in business for the long haul,” said Saneri of EUMCCI.

TuneHotels.com’s Iking, said, “Having a buzz-worthy product is key! And it must also be backed by products and services that actually make people’s lives better or easier in a meaningful way. Modern audiences are savvy consumers who will reject marketing spiels that do not deliver on promises.”

New media analyst, Yeoh said, “Those who know how to ride the new media wave and leverage on the opportunities it provides will benefit greatly. The challenge is in fully understanding what new media is all about – the dynamics and ethos. You can’t make full use of something unless you grasp its essence well.”

Regional marketing specialist, Carmody, said that the smartest organisations that he has worked with treat marketing as an investment and not an expense. As any investment, marketing must be measurable. Its contribution will dictate the level of support it receives. In a recession, not abandoning marketing has been proven to be most effective for business, he said.

Here are some photos that we took during the panel discussion and our cocktail reception.