7. I. Strategic communication
„I often went fishing up in the Maine during the summer.
Personally I am very fond of strawberries and cream, but I
have found that for some strange reason, fish prefer worms.
So when I went fishing I didn’t think about what I wanted. I
thought about what they wanted. I didn’t bait the hook with
strawberries and cream. Rather, I dangled a worm or
grasshopper in front of the fish and said: “Wouldn’t you like to
have that?”
Why not use the same common sense when fishing for
people? ”
Dale Carnegie, How to Win Friends and Influence People
8. I. My „buyer personas“
• David Meerman Scott
• Detail description of your “public”
– Who he is: gender, age, education, lifestyle,
consumer habits
– What he is dealing with: what are his main dilemmas
and challenges? How does my product help him to
solve them and to boost his value and self-esteem?
– When, where: when is it best to talk to him? When is
it best for him to receive my solution?
– How: how does my buyer communicate? What words
does he use to describe his dilemma and my
product? What communication channels is he using
to receive information and talk to fellow people?
9. I. My „buyer personas“
• My personas
– Tomáš the Spokesman
– Pan ředitel
– Mrs. HR
– Hanka, the PR account
– Karin, the entrepreneur
– Mr. Expat
10. I. Testing, testing, testing
• Why do people avoid testing?
– Big ego: I know what I’m supposed to do
– Fear from negative feedback
– Challenge to make sense from the feedback
received
12. I. Communication plan
Direct communication
Media communication
Social communication
• Web • Storytelling: • Strategy +
• Blog company, resources
• Newsletter product, person • Social channels:
• Mailing and e- • Market LinkedIn, Twitter,
mailing understanding: Facebook,
focus on opinion Google+ apod.
• Event marketing
makers • Visual
apod.
• Personal relations communication:
• Quality media YouTube, Vimeo
materials: press apod.
releases, pictures
13. II. Direct communication - web
• The treasure hunt: Sales vs. Presentation vs.
Interaction
• Up-to-date: data, company info etc.
• Regular update: blog, social media (Facebook,
Twitter)
• SEO – key issue
– Client releases vs. press releases
You must focus fanatically on your
goals to succeed!
14. II. Direct communication - blog
http://www.zuno.cz/o-nas/blog/ http://www.bhphotovideo.com/insights/
For whom do we write our
blog? For ourselves?
16. II. Direct communication - newsletter
• Quality CRM from the start
• Goals:
– Remind people that you exist
– Inform on your news
– Convince & be attractive
– Give in order to receive (know-how, tips and
entertainment).
Brevity bears fruits.
18. Media communication - story
• People need:
– Emotions
– Action, conflict
– Something easy to remember
• Reporters need:
– A story
– News
– Exclusivity
19. Characteristics of a story
• A single theme, clearly defined
– The Red Line
• A well developed plot / conflict
– The rich / the poor
– The strong / the weak
– The lonely / the crowd
2010
EX: “Khaled Meshaal, the leader of Hamas, turns away in disgust from
the big flat-screen television in his heavily guarded office in
Damascus.”
Newsweek, October 18,
20. Characteristics of a story
• Style
– Simple, human, non-convoluted
– Concrete, simple nouns – no slang, no
abbreviations
– Vivid word pictures
– Comparisons, metaphors
– Verbs = dynamic text
– Pleasing sounds and rhythm
• Dramatic appeal
21. The audience is the king
• Appropriateness to listeners / readers =
audience
• Local / regional / national / global
• Tabloid / high quality
• Young / mature / aged
• Wealthy / less wealthy
• Educated / less educated
• Economic / lifestyle / hobby etc.
22. What’s needed?
• Lifestyle & social: needs elements of human
interest, stories about real human beings
• Political: needs arguments, debate,
controversy
• Business: needs figures, facts, predictions,
trends, comments on the market, ideas for
new business opportunities
• Technology: needs facts, trends, expertise
• Leisure: needs to relax
23. Typology of the media
• By technology:
– traditional: print, radio, TV
– digital: information portals, blogs
– social: social media
• By content:
– serious vs. tabloid
– wishful vs. toxic media
24. How does a newsroom work?
• Reporter
• Editor
• Head of the section – news, business, lifestyle
• Deputy editor-in-chief
• Editor-in-chief
• Publisher
• Interns
25. Newsroom processes
• Newsroom meeting: all newsroom / department
• Reporter brings the idea
• The newsroom contributes to developing the
idea: collective memory
• Sourcing
• Writing
• Editing
• Deadlines and publication
• Corrections and apologies
26. Journalist typology
• Junior (interns, junior reporter)
• Senior (editor, columnist)
• Investigator - Lonely wolf
• Specialist
• Copy-paste
• Star - TV
• Entrepreneur
27. Media relations – personal relations
• Why they are important?
– Free visibility: column publication, expert
articles
– You build your reputation long term: regular
quotations
– Crisis communication management
• How to handle that?
– Personally
– I give in order to receive
– Understanding and support.
28. Jour job…
• Vision, story, messages
– 1, 2, 3
– Speak in sound bites / slogans!
• Prepare quality media materials
– Media kit
– Press releases
– Pictures of your company, management
– Client surveys
– Strong and funny quotes
– Powerful, informative and entertaining expert
articles
29. What is a „sound bite“?
“Minimum of words with a maximum of sense.”
30. Media kit
• One paper sheet
• Short company profile:
– Who: name of company, owners,
shareholders
– What: field of activity, references
– Where: address, contacts
– When: you launched, main milestones
– Why and how: further relevant details
(market info, awards etc.)
31. Web newsroom
• What belongs there:
– Media kit
– Management description and their
specialization plus contacts
– Downloadable pictures of your management
and work processes
– Press releases
– Story quotes
– Further illustrative information (client
surveys, info-graphics).
32. Social media
• Content and tone according to your buyer
personas and platform
• Facebook = emotions (pictures, video, info,
links)
• LinkedIn = business development
• Twitter = follow and share news and trends
• YouTube, Vimeo = visual content
• Google+ = early adopters
• Others, according to your needs.
