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Going live
- 1. finn 07TH JUNE 2012 KRISTIEN VERMOESEN MANAGING PARTNER FINN Public Relations www.finn.be kristien.vermoesen@finn.be Twitter: @kris10vermoesen ‘GOING LIVE: HOW PR CAN PUT YOUR COMPANY ON THE MAP’
- 2. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 3. finn ‘GOING LIVE’ “WE ARE QUOTED ON THE STOCK EXCHANGE: WE CAN’T COMMUNICATE WITH THE MEDIA, OR ONLY ABOUT FACTS AND FIGURES”
- 4. finn ‘GOING LIVE’ “JOURNALISTS ARE ONLY INTERESTED IN GOSSIP”
- 6. finn ‘GOING LIVE’ “I HAVE SENT A PRESS RELEASE, THEY KNOW ME NOW ”
- 8. finn ‘GOING LIVE’ “I WILL INVITE A JOURNALIST FOR LUNCH, HE/SHE WILL WRITE SOME- THING ABOUT US”
- 9. finn ‘GOING LIVE’ “I DON’T KNOW ANY JOURNALISTS, THEY WON’T TALK ABOUT ME.”
- 10. finn ‘GOING LIVE’ FALSE: JOURNALISTS ARE LOOKING FOR IDEAS, NOT FOR FRIENDS
- 11. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 12. finn ‘GOING LIVE’ SUPPORT TO BUSINESS DEVELOPMENT - SALES - HR BEYOND INFORMATIVE PRESS RELEASES: ■■ PRODUCT PR ■■ REPUTATION ■■ EXPERT STATUS ■■ BRANDING (EMOTION) ■■ EMPLOYER BRANDING “CREDIBILITY”
- 13. finn ‘GOING LIVE’ Subject : ENECO Keyword : ENECO Publication : TRENDS/TENDANCES Frequency : WEEKLY Date : 17/11/2011 Circulation : 56025 0€ 12000 € Page(s) : 59-61 Ad Value : € 19 006.45 Size : 1 219.85 cm² BE 201111170326T
- 14. finn ‘GOING LIVE’ ‘SHARE OF VOICE’ (THROUGH ADVERTISING) VERSUS ‘CREDIBILITY OF VOICE’ (VIA INFLUENCERS)
- 15. finn ‘GOING LIVE’ PR ARE GROWING, THANKS TO TRENDS IN MEDIA
- 16. finn ‘GOING LIVE’ VC’S DISCOVER PR SEE FINN BLOG
- 17. finn ‘GOING LIVE’ (ONLINE) GATEKEEPERS ARE BECOMING MORE ‘EASY’ “CHURNALISM” NEWS IS COVERED “BECAUSE OTHERS TALK ABOUT IT” RISK: IF A CRISIS BREAKS, IT WILL BREAK FAST
- 18. finn ‘GOING LIVE’ MORE NEWS FOR FEWER JOURNALISTS GENERALISTS INSTEAD OF SPECIALISTS JOURNALISTS DON’T HAVE A ‘TECHNICAL’ BACKGROUND, YOU HAVE TO EXPLAIN AS MUCH AS YOU CAN TO THEM.
- 19. finn ‘GOING LIVE’ 24 HOUR NEWS CYCLE TWITTER > ONLINE > RADIO > TV > PRINT MEDIA source: Burson Marsteller
- 20. finn ‘GOING LIVE’ ‘WITH AN EVER ACCELERATING NEWS CYCLE, TRADITIONAL MEDIA ARE DEEPENING.’ ‘THAT IS WHY JOURNALISTS + 700 % INCREASINGLY FALL BACK ON “EXPERTS” ’ BETWEEN THE SIXTIES AND 2001: NUMBER OF EXPERTS IN THE ME- DIA + 700 % (ERIK ALBAEK, UNIV OF SOUTH DENMARK)
- 21. finn ‘GOING LIVE’ PUBLIC RELATIONS ARE NOT MARKETING MOST COMPANIES HAVE A LOT OF INTERESTING STORIES TO TELL, BUT: “WE DON’T WANT TO COMMUNICATE ABOUT IT, BECAUSE IT DOESN’T FIT WITH OUR MARKETING STRATEGY PRESS OPPORTUNITIES GO BEYOND MARKETING; DON’T HESITATE TO STRETCH YOUR BRAND, DON’T LIMIT IT TO WHAT YOU CAN DO WITH PAID MEDIA. THERE IS ALWAYS A WAY TO TRANSLATE ONE OR SEVERAL VALUES OF YOUR COMPANY THROUGH A GOOD PR STORY. BUT YOU CAN’T EXPECT THAT PR CON- VEYS EVERY TINY DETAIL FROM YOUR MARKETING MESSAGE.
- 22. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 23. finn ‘GOING LIVE’ STORY MODEL ME proximity conflict p r RATIONAL unusualness human EMOTION o interest m i n e newness n timeliness c e significance WORLD
- 24. finn ‘GOING LIVE’ NEWNESS: TRENDS & FIGURES, ...
- 25. finn ‘GOING LIVE’ PROMINENCE: THE “SCALING” AD- VANTAGES OF PUBLIC RELATIONS IMPORTANCE ■■ PEOPLE ■■ COMPANIES ■■ EVENTS
- 26. finn ‘GOING LIVE’ TIMELINESS: “WHAT ARE PEOPLE TALKING ABOUT TODAY? ”
- 27. finn ‘GOING LIVE’ CONFLICT: “WHO DISAGREES WITH WHOM ON WHAT? ”
- 29. finn ‘GOING LIVE’ UNUSUALNESS: “HON, HAVE YOU SEEN THIS?”
- 30. finn ‘GOING LIVE’ PROXIMITY: “HAPPENING IN YOUR BACK- YARD...”
- 31. finn ‘GOING LIVE’ SIGNIFICANCE: “THIS WILL AFFECT YOU TOO”
- 32. finn ‘GOING LIVE’ HUMAN INTEREST: “WHAT DRIVES THEM? ”
- 33. finn ‘GOING LIVE’ USE THIS STORY MODEL AS AN EVERYDAY GUIDE. YOU SHOULD ASK YOURSELF CONSTANTLY: “CAN THIS BE OF INTEREST TO A JOURNALIST?”
- 34. finn ‘GOING LIVE’ STORIES THAT WORK THE FOUNDER STORY
- 35. finn ‘GOING LIVE’ STORIES THAT WORK BEHIND THE SCENES
- 36. finn ‘GOING LIVE’ STORIES THAT WORK INNOVATION & TRENDS E.G. MOBILITY
- 37. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 38. finn ‘GOING LIVE’ PR TOOLS: ■■ 1 TO 1 CONTACT ■■ PRESS RELEASE ■■ PRESS CONFERENCE ■■ PRESS TRIP
- 39. finn ‘GOING LIVE’ REMEMBER! LOOK AT THE LONG TERM WHEN INVESTING IN MEDIA RELATIONS, THROUGH A PROACTIVE AND CONSISTENT COMMUNICATION
- 40. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 41. finn ‘GOING LIVE’ 1. OLD NEWS JOURNALISTS HAVE A SIXTH SENSE FOR WHAT’S HOT OR WHAT’S NOT, JUST LIKE LONDON TAXI DRIVERS KNOW THE CITY BY HEART 2. WRONG JOURNALIST BUSINESS AND LIFESTYLE ARE TWO DIFFERENT THINGS 3. MISSING INFORMATION HR IMAGES, URL, PRICE, CONTACT, ... 4. MISTAKES NAMES, PHONE NUMBERS, E-MAIL, FIGURES, REFERENCES 5. SPAM UNSUBSCRIBE LINK: JOURNALISTS ARE NOT OBLIGED TO RECEIVE YOUR NEWS
- 42. finn ‘GOING LIVE’ 6. “FINAL READ” =! REWRITE FINAL READ=CHECK IF THE INFORMATION IS CORRECT. JOURNALISTS ARE USUALLY BETTER WRITERS THAN YOURSELF 7. RESPECT THE DEADLINE 5PM IS 5PM, NOT THE DAY AFTER. MAKE THIS CLEAR FOR EVERYONE IN YOUR ORGANISATION, AT ALL LEVELS (THE SECRETARY TOO) 8. AND STILL... THEN... AND ALSO... JOURNALISTS DON’T HAVE THE TIME OR THE PLACE TO MENTION ALL THE SUBTLETIES
- 43. finn STEREOTYPES AND CLICHES WHY MEDIA RELATIONS? WHAT’S A GOOD STORY? TOOLS DO’S AND DON’TS THE IDEAL PRESS RELEASE
- 47. finn ‘GOING LIVE’ GALA EVENT?: NO!
- 49. finn ‘GOING LIVE’ DON’T TAKE THE “5W RULE” AT FACE VALUE. IT IS IMPORTANT TO TELL A STORY.
- 50. finn ‘GOING LIVE’ WHAT?!?! Cher journaliste, Riche en goût, fondant, croustillant et parfumé, Nous sommes beaux, forts, et nous avons du caractère. ES NO US ? QU I SOMM
- 52. finn ‘GOING LIVE’ “YOU ARE OUR SECOND OPTION”. WORSE, “YOUR TARGET AUDIENCE, YOUR HOUSE STYLE AND THE WAY YOU AP- PROACH THINGS IN YOUR MAGAZINE COMPLETELY MATCH WHAT WE ARE LOOK- ING FOR.” (HINT: CALL THE ADVERTISING DEPARTMENT)
- 53. finn ABOUT US
- 54. finn ‘GOING LIVE’ PR | SOCIAL | COMMUNICATION | BRANDING
- 55. finn QUESTIONS? FEEL FREE TO ASK THEM NOW, OR SEND AN E-MAIL TO : KRISTIEN.VERMOESEN@FINN.BE TWITTER : @KRIS10VERMOESEN RSSFEED : HTTP://WWW.FINN.BE/FINN.RSS