We sat down with Alice Suh, Head of Global Consumer PR at Deezer, to get the inside scoop on the changes she's experienced first-hand in the PR industry and the innovative campaign strategies she's deployed over the years.
What drew you to Deezer? Was it the music streaming industry or a change of pace from media relations at Buzzfeed?
I feel fortunate to have worked in both industries, as I've always had a strong interest in music and entertainment. Actually, my first PR job was working at a major record label and I've always found the music industry to be a vibrant, fun and creative atmosphere. What's great about Deezer is that it combines my love of both music and technology. Deezer is also one of the leading global music streaming services and our signature feature is Flow, a personal soundtrack that knows exactly what you want to hear.
It's exciting to be a part of a company that is constantly innovating and using technology to create the most personalized experience for our users. Within my role, I love being able to work with different markets around the world and think about new creative campaigns and projects on a global and local scale.
Do PR strategies & campaigns differ across the different industries you've worked in?
In my experience, there has never been a one-size-fits-all approach when it comes to PR strategies. It first starts with understanding the product, the industry, the markets and considering the KPIs. Music streaming is quite interesting because both technology and the music industry play an important role in PR when considering campaigns or stories.
I think compared to some of the other industries I’ve worked in, there is a fair amount of focus that goes into looking at data, and data focused on what's happening around the world - whether it’s about artists, music, newsworthy events, trends and seeing how technology is shaping user behavior and habits. Music streaming is also constantly evolving, so there is always room for flexibility and creativity to come up with a new earned media strategy or campaign. Also, social integration is very important in all our campaigns, so we make sure we are aligned with our global social team.
Can you tell us why you see PR as vital to the evolution of the music streaming industry?
I think PR is important in just about every industry. Deezer was an early pioneer in music streaming and was started in France 10 years ago. Since that time, we’ve expanded to over 185 countries, most recently in the US, and PR plays a big part in spreading the message about Deezer, and what sets us apart from the other players. I believe PR is essential to raise brand awareness and it gives any company an opportunity to share its story on what makes it unique and special.
In the future, I think PR will become even more closely connected with social. Even though we are already seeing this now, I think that you’ll see less and less of some of the traditional PR methodology, and more of a focus on social media.
How have you seen data change your PR strategy & reporting?
Well, we are all big fans of TrendKite, as it has definitely helped us to better understand the areas where we are doing well and where we can improve. It’s great to be able to compare stories and campaigns from a local and a global perspective. We rely on weekly and monthly reports from TrendKite to track our progress that we share with our company executives. Visually, reports are always easy to follow and we really appreciate all the customer support. (Thank you, Krishna!)