1.

Choose a media company

Weber Shandwick 2. Research it first on the Internet to find out what it does. Weber Shandwick is a global public relations and communications leader. Across an expansive global network of public relations practitioners, our award-winning communications teams bring to every engagement an unrelenting client focus, a passion for their clients businesses, innovative and creative strategies and a commitment to measurable results. Weber Shandwick has built a collaborative team of the industrys most talented professionals, a client roster that includes many of the worlds most recognized and respected brands, and a proven track record of unparalleled performance. We provide strategic counsel and program execution services that span the complete range of communications disciplines and industry sectors. Services range from marketing communications, media relations and issues management to public affairs, crisis communications, and CEO and corporate reputation management. Our specialized integrated services include interactive and emerging media, advocacy advertising, market research and visual communications. Their approach towards PR: As a leading global communications firm, Weber Shandwick works with clients to address a broad range of challenges across diverse geographies, product categories and audiences. Our ability to harness this collective experience and knowledge and apply it to each assignment is an important ingredient in our success. We are continuing to develop new ways of harnessing the power of advocacy for our clients. One way is through recognizing how advocacy the active support of brands, causes and issues by individuals has emerged as the most trusted source of information and communication today, as well as the most powerful force in business. We seek to build advocacy creation into our client work from the start. Our Advocacy Ignition approach is a basis for our strategic planning, and enables our professionals to draw from a shared, collaborative, research-based work process. The goal is to develop communications programs that are designed to move individuals from insight to action, using consistent steps: Defining a winnable outcome from the outset, based on the objectives of the clients business or organization; Discovering insights about target audiences, and then going further to identify sources and channels of advocacy; Creating a unifying strategic and creative platform, which will enable the communications effort to drive a desired shift or change in attitudes and behaviors; Bringing the platform to life through the most effective engagement plan to mobilize audiences and generate advocacy; and Ensuring accountability by measuring all activities against the outcome that is identified up front.

Through this approach, our professionals worldwide can provide new ways to sustain and build advocacy as the core foundation of our clients marketing communications programs. [Above taken from Weber Shandwick website]

At their Singapore office, there are specialized teams for different sectors. Currently there are the Technology, Consumer, Healthcare, Mastercard, Financial Services and Corporate teams. Their PR work can be for one-off events (to launch a product, to promote a new product, to do perception audits, etc.) to retainer accounts (managing a brand/companys PR full-time). The PR work differs based on what the client wants and/or needs. 5. Find out: What their business is Their business is to manage brand impressions and relations with the various publics. They hope to increase brand presence for their clients and ensure that any negative news is quickly attended to and resolved. Who are their customers? Their customers are mainly corporations from different sectors. Some examples are, Technology >> HP and Microsoft. Mastercard regional base. Healthcare Acuvue. Consumer P&G, SK II. Financial services Global Logistic Properties, Sabana REIT, Bombardier. Corporate - CitySpring What environmental factors affect them (PEST and Porters 5 forces)? PEST Political Guidelines from the govt when it comes to media messages (advertising, etc.) Economic A weakened economy will see lesser clients as more companies would do away with PR activities in the interim. This is noting that most companies do not see PR as a viable management function and feel that a marketing department is sufficient. A bolstering economy may mean increased business and more intense competition when it comes to pitches. Social As people network more and rely more on contacts/friends for the latest information/reviews, there is an increased importance to reach out to these advocates within society. By getting to them, you get access to the masses. Technological With the advent of social media, the company has had to rectify and improve the way that pitches are made. It is now very important to include social media into a pitch. Many companies are concerned and aware that reputations can die online as people read reviews and trade bouquets/brickbats. Technological advances has also made it much easier to manange crises. As a crises soon breaks, the company can communicate with the PR firm faster and more effectively, allowing for the crises to be resolved smoothly and quickly without it having to break into a wildfire. Porters 5 forces

Rivalry The industry is fairly saturated. There are little barriers of entry or exit, noting that the product that they supply is largely intangible (advice, etc.). There is intense competition with multiple firms vying for a limited number of tenders. As more firms recognise PR as a management function and thus open up their own PR departments, there will be lessened need to outsource their PR function. There is little room for industry growth. By and large as the product is intangible and varies by creativity and perceived effectiveness, you could somehow say there are major product differences with other PR firms. WS brand identity is one of the more stronger ones in the Singapore market. Rivals also have diversified practices (they have their own teams for tech, financial, consumer, etc.) Threat of New entrants As the product is intangible and largely cost-free. There are cases where people from major PR firms defect or opt to set up their own boutique firms and end up becoming their competition. Buying Power Supplier Power Threat of Substitutes Clients may opt to switch agencies if they find that their current agency is ineffective or if they would like to hear more opinions/ideas. For example, SIA had used an agency for the last few years but they opted to do a Call for Pitch last year. Suppliers and competition?

Suppliers cant think of what sort of people youd consider as Suppliers to them. Unless you want to count media services and media buying agencies Competition - Other PR agencies such as Golin Harris (sister agency), Ogilvy, Edelman, BursonMarsteller, Gavin Anderson, etc. What government regulations affect them and how? Regulations from the Advertising council (cant rmb the name) and other media guidelines from MICA. No vulgarities, no harming the social fabric, etc. What ethical issues they face? They may have to do PR work for a company that is disliked or whose business practices come under fire from the public. They may have to make a corporate ethical decision when it comes to unethical work that is being done by their clients. For example, Kencana Agri, a palm oil supplier, was once the client of WS. Then, palm oil companies came under fire from several natural conservation groups for their alleged acts of mass deforestation and air pollution. The official memo then came that WS would no longer do PR work for palm oil companies as WS was taking its stand that it would not support palm oil companies that harmed the environment. What industry guidelines they must follow. The closest they have to an industry guideline in Singapore is the IPRS code of ethics.

http://www.iprs.org.sg/iprs-code-ethics
How they make their money?

By charging money for their advice on building/restoring/developing/promoting your brand and reputation.