The 3.0 communications professionalFive crucial skillsAndre Manning, Royal PhilipsJune 12, 2013
15 + years in communicationsWorked in consumer and b-t-bWorked and lived in NL, CentralEurope and USLoves his job, people ...
At Philips we strive to make the world healthier andmore sustainable through innovation.We will be the bestplace to work f...
• 150 communications professionals around the globe• 25 communications professionals at HQ Amsterdam• Supported by one age...
The 5 skills of a 3.0 communications professional1. The PR policy maker and organizer2. The network manager3. The trusted ...
1. The PR policy maker & organizer13
Message Control:highEngagement:low to mediumCosteffectiveness:low to mediumMessage Control:mediumEngagement:highCosteffect...
Multimedia news release Twitter channels YouTube videos Flickr collections Vine video+ infographic@PhilipsNL@PhilipsPR@Phi...
2. The manager of a networked world16
People don’tcare whatyou sayabout yourcompany. 18
Rupert Murdoch, CEO, News Corp.“Now it’s the peoplewho are takingcontrol.”19
TraditionalPressreleasesPitchingreportersFactsheetsSpecialeventsWe MediaSearch enginemarketingBuzz Web 2.0Citizenjournalis...
• We are a global village– dot.com – dot.org – dot.gov• Speed is everything• 24/7• Internal is External and External isInt...
3. … at the same time the trusted advisor22
Key Language 2012 vs. 201123• In 2012 Frans van Houten expanded his verbatims to include more solutions-focusedlanguage pe...
4. The reputation task force member: shared languagebetween Reputation & BrandBrandPerformanceCorporateReputationChief Com...
Going through a Mindset ShiftPublic RelationsEngage InfluencersOne-to-ManyControl the BrandPush the MessageSpeak as a Spok...
5. Accountability: the master of metrics26
28
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Presentation 2013 06_12-marcom2013final
Upcoming SlideShare
Loading in …5
×

Presentation 2013 06_12-marcom2013final

277 views
212 views

Published on

Five skills of the #Communications professional 3.0

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
277
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Presentation 2013 06_12-marcom2013final

  1. 1. The 3.0 communications professionalFive crucial skillsAndre Manning, Royal PhilipsJune 12, 2013
  2. 2. 15 + years in communicationsWorked in consumer and b-t-bWorked and lived in NL, CentralEurope and USLoves his job, people and sports
  3. 3. At Philips we strive to make the world healthier andmore sustainable through innovation.We will be the bestplace to work for peoplewho share our passion.Together we will deliver superiorvalue for our customers andshareholders
  4. 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
  5. 5. The 5 skills of a 3.0 communications professional1. The PR policy maker and organizer2. The network manager3. The trusted advisor4. The reputation task force member5. The master of metrics12
  6. 6. 1. The PR policy maker & organizer13
  7. 7. Message Control:highEngagement:low to mediumCosteffectiveness:low to mediumMessage Control:mediumEngagement:highCosteffectiveness:highMessage Control:low to mediumEngagement:medium to highCost effectiveness:HighMessage Control:mediumEngagement:highCost effectiveness:High
  8. 8. Multimedia news release Twitter channels YouTube videos Flickr collections Vine video+ infographic@PhilipsNL@PhilipsPR@PhilipsLight15RijksmuseumStrategy & ActivationStrategy:Highlight the Philips and Rijksmuseum partnership and showcasePhilips leadership and expertise in LED lighting solutions- Local to Global(Lead) NL- consumer focused, locally relevant newsGroup- high level, international news- Campaign approach- Pre-During-Post editorial calendar- Live tweeting on location- High quality visual assets disseminated across channelsActivation:
  9. 9. 2. The manager of a networked world16
  10. 10. People don’tcare whatyou sayabout yourcompany. 18
  11. 11. Rupert Murdoch, CEO, News Corp.“Now it’s the peoplewho are takingcontrol.”19
  12. 12. TraditionalPressreleasesPitchingreportersFactsheetsSpecialeventsWe MediaSearch enginemarketingBuzz Web 2.0CitizenjournalismMySpaceSocial MediaFlogsPublicityPromotionsMedia relationsIRBrandingViralmarketingTivoSocialnetworkingMetaversesFolksonomyContent optimizationOnline editorial outreachSyndicationFlickrNewConsumer-generated contentReputationmanagementPublic affairsCoalitionsThird partyoutreachGrassrootsMobilemarketingAdvergamingYouTubePR stuntsEmployeecommunicationsRSS BlogsWikisTaggingPodcastingWirelessFacebook
  13. 13. • We are a global village– dot.com – dot.org – dot.gov• Speed is everything• 24/7• Internal is External and External isInternal• Dialogue vs. Monologue• Everybody is a spokesperson
  14. 14. 3. … at the same time the trusted advisor22
  15. 15. Key Language 2012 vs. 201123• In 2012 Frans van Houten expanded his verbatims to include more solutions-focusedlanguage 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) in2011, and Philips’ Pressing Matters media reports during 2011 and 2012.2012 2011ValueTargets DirectionAchievePotentialRight TrackInnovationFocusRunning on allcylindersLight at the end ofthe tunnelOperationalPerformanceMaterialWeaknessGrowthMarketMarketUncertaintiesWords in the Venn diagram are coloredaccording to tone and quality most oftenassociated with the terms:Positive/PromoterNeutral/PassiveNegative/Detractor
  16. 16. 4. The reputation task force member: shared languagebetween Reputation & BrandBrandPerformanceCorporateReputationChief CommunicationOfficerManage the communicationsrisks and opportunities of abusiness, both internally andexternallyChief Marketing OfficerResponsible for marketingcommunications activities,including salesmanagement, productdevelopment, distribution channelmanagement, advertising,promotions, pricing, marketresearch, and customer service
  17. 17. Going through a Mindset ShiftPublic RelationsEngage InfluencersOne-to-ManyControl the BrandPush the MessageSpeak as a SpokesmanPublic RelationshipsEngage StakeholdersOne-to-One & One-to-ManyManage the BrandDialogueSpeak as a PeerImpact onreputationImpact onbusinessMeasure outputs Measure outcomes
  18. 18. 5. Accountability: the master of metrics26
  19. 19. 28

×