Five skills of the #Communications professional 3.0

1. The 3.0 communications professional
Five crucial skills
Andre Manning, Royal Philips
June 12, 2013

2. 15 + years in communications
Worked in consumer and b-t-b
Worked and lived in NL, Central
Europe and US
Loves his job, people and sports

3. At Philips we strive to make the world healthier and
more sustainable through innovation.
We will be the best
place to work for people
who share our passion.
Together we will deliver superior
value for our customers and
shareholders

4. • 150 communications professionals around the globe
• 25 communications professionals at HQ Amsterdam
• Supported by one agency across the globe
• This is excluding marketing communications

12. The 5 skills of a 3.0 communications professional
1. The PR policy maker and organizer
2. The network manager
3. The trusted advisor
4. The reputation task force member
5. The master of metrics
12

13. 1. The PR policy maker & organizer
13

14. Message Control:
high
Engagement:
low to medium
Cost
effectiveness:
low to medium
Message Control:
medium
Engagement:
high
Cost
effectiveness:
high
Message Control:
low to medium
Engagement:
medium to high
Cost effectiveness:
High
Message Control:
medium
Engagement:
high
Cost effectiveness:
High

15. Multimedia news release Twitter channels YouTube videos Flickr collections Vine video
+ infographic
@PhilipsNL
@PhilipsPR
@PhilipsLight
15
Rijksmuseum
Strategy & Activation
Strategy:
Highlight the Philips and Rijksmuseum partnership and showcase
Philips leadership and expertise in LED lighting solutions
- Local to Global
(Lead) NL- consumer focused, locally relevant news
Group- high level, international news
- Campaign approach
- Pre-During-Post editorial calendar
- Live tweeting on location
- High quality visual assets disseminated across channels
Activation:

16. 2. The manager of a networked world
16

18. People don’t
care what
you say
about your
company. 18

19. Rupert Murdoch, CEO, News Corp.
“Now it’s the people
who are taking
control.”
19

20. Traditional
Press
releases
Pitching
reporters
Fact
sheets
Special
events
We Media
Search engine
marketing
Buzz Web 2.0
Citizen
journalism
MySpace
Social Media
Flogs
Publicity
Promotions
Media relations
IRBranding
Viral
marketing
Tivo
Social
networking
Metaverses
Folksonomy
Content optimization
Online editorial outreach
Syndication
Flickr
New
Consumer-
generated content
Reputation
management
Public affairs
Coalitions
Third party
outreach
Grassroots
Mobile
marketing
Advergaming
YouTube
PR stunts
Employee
communications
RSS Blogs
Wikis
Tagging
Podcasting
Wireless
Facebook

21. • We are a global village
– dot.com – dot.org – dot.gov
• Speed is everything
• 24/7
• Internal is External and External is
Internal
• Dialogue vs. Monologue
• Everybody is a spokesperson

22. 3. … at the same time the trusted advisor
22

23. Key Language 2012 vs. 2011
23
• In 2012 Frans van Houten expanded his verbatims to include more solutions-focused
language pertaining to the future. This was positively received.
• However, terms like “light at the end of the tunnel” continued to be poorly received by media.
All data and analysis based on Philips’ media coverage containing Frans van Houten quotes taken from the Philips OneVoice measurement system (top 250) in
2011, and Philips’ Pressing Matters media reports during 2011 and 2012.
2012 2011
Value
Targets Direction
Achieve
Potential
Right Track
Innovation
Focus
Running on all
cylinders
Light at the end of
the tunnel
Operational
Performance
Material
Weakness
Growth
Market
Market
Uncertainties
Words in the Venn diagram are colored
according to tone and quality most often
associated with the terms:
Positive/Promoter
Neutral/Passive
Negative/Detractor

24. 4. The reputation task force member: shared language
between Reputation & Brand
Brand
Performance
Corporate
Reputation
Chief Communication
Officer
Manage the communications
risks and opportunities of a
business, both internally and
externally
Chief Marketing Officer
Responsible for marketing
communications activities,
including sales
management, product
development, distribution channel
management, advertising,
promotions, pricing, market
research, and customer service

25. Going through a Mindset Shift
Public Relations
Engage Influencers
One-to-Many
Control the Brand
Push the Message
Speak as a Spokesman
Public Relationships
Engage Stakeholders
One-to-One & One-to-Many
Manage the Brand
Dialogue
Speak as a Peer
Impact on
reputation
Impact on
business
Measure outputs Measure outcomes

26. 5. Accountability: the master of metrics
26

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