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  • 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. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE IDEAL PRESS RELEASE
  • 3. finn‘GOING LIVE’“WE ARE QUOTEDON THE STOCKEXCHANGE: WECAN’TCOMMUNICATEWITH THEMEDIA, OR ONLYABOUT FACTS ANDFIGURES”
  • 4. finn‘GOING LIVE’“JOURNALISTS AREONLY INTERESTED INGOSSIP”
  • 5. finn‘GOING LIVE’
  • 6. finn‘GOING LIVE’“I HAVE SENT APRESS RELEASE,THEY KNOW MENOW ”
  • 7. finn‘GOING LIVE’
  • 8. finn‘GOING LIVE’“I WILL INVITE AJOURNALIST FORLUNCH, HE/SHEWILL WRITE SOME-THING ABOUT US”
  • 9. finn‘GOING LIVE’“I DON’T KNOWANY JOURNALISTS,THEY WON’T TALKABOUT ME.”
  • 10. finn‘GOING LIVE’FALSE: JOURNALISTS ARE LOOKING FOR IDEAS, NOT FOR FRIENDS
  • 11. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE IDEAL PRESS RELEASE
  • 12. finn‘GOING LIVE’SUPPORT TO BUSINESS DEVELOPMENT - SALES - HRBEYOND 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 TOTRENDS IN MEDIA
  • 16. finn‘GOING LIVE’VC’S DISCOVERPRSEE 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 JOURNALISTSGENERALISTS INSTEAD OF SPECIALISTSJOURNALISTS DON’T HAVE A ‘TECHNICAL’ BACKGROUND, YOU HAVE TO EXPLAINAS MUCH AS YOU CAN TO THEM.
  • 19. finn‘GOING LIVE’24 HOUR NEWS CYCLETWITTER > ONLINE > RADIO > TV > PRINT MEDIAsource: Burson Marsteller
  • 20. finn‘GOING LIVE’‘WITH AN EVER ACCELERATINGNEWS CYCLE, TRADITIONAL MEDIAARE 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 SOUTHDENMARK)
  • 21. finn‘GOING LIVE’PUBLIC RELATIONS ARE NOTMARKETINGMOST COMPANIES HAVE A LOT OF INTERESTING STORIES TO TELL, BUT: “WEDON’T WANT TO COMMUNICATE ABOUT IT, BECAUSE IT DOESN’T FIT WITH OURMARKETING STRATEGYPRESS OPPORTUNITIES GO BEYOND MARKETING; DON’T HESITATE TO STRETCHYOUR 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 YOURCOMPANY THROUGH A GOOD PR STORY. BUT YOU CAN’T EXPECT THAT PR CON-VEYS EVERY TINY DETAIL FROM YOUR MARKETING MESSAGE.
  • 22. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE IDEAL PRESS RELEASE
  • 23. finn‘GOING LIVE’STORY MODEL ME proximity conflict p rRATIONAL 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 OFPUBLIC RELATIONSIMPORTANCE■■ PEOPLE■■ COMPANIES■■ EVENTS
  • 26. finn‘GOING LIVE’TIMELINESS: “WHAT ARE PEOPLE TALKINGABOUT TODAY? ”
  • 27. finn‘GOING LIVE’CONFLICT: “WHO DISAGREES WITH WHOM ONWHAT? ”
  • 28. finn‘GOING LIVE’
  • 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. YOUSHOULD ASK YOURSELF CONSTANTLY: “CAN THIS BE OFINTEREST TO A JOURNALIST?”
  • 34. finn‘GOING LIVE’STORIES THAT WORKTHE FOUNDER STORY
  • 35. finn‘GOING LIVE’STORIES THAT WORKBEHIND THE SCENES
  • 36. finn‘GOING LIVE’STORIES THAT WORKINNOVATION & TRENDSE.G. MOBILITY
  • 37. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE 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 INMEDIA RELATIONS, THROUGH A PROACTIVE ANDCONSISTENT COMMUNICATION
  • 40. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE IDEAL PRESS RELEASE
  • 41. finn‘GOING LIVE’1. OLD NEWSJOURNALISTS HAVE A SIXTH SENSE FOR WHAT’S HOT OR WHAT’S NOT, JUST LIKELONDON TAXI DRIVERS KNOW THE CITY BY HEART2. WRONG JOURNALISTBUSINESS AND LIFESTYLE ARE TWO DIFFERENT THINGS3. MISSING INFORMATIONHR IMAGES, URL, PRICE, CONTACT, ...4. MISTAKESNAMES, PHONE NUMBERS, E-MAIL, FIGURES, REFERENCES5. SPAMUNSUBSCRIBE LINK: JOURNALISTS ARE NOT OBLIGED TO RECEIVE YOUR NEWS
  • 42. finn‘GOING LIVE’6. “FINAL READ” =! REWRITEFINAL READ=CHECK IF THE INFORMATION IS CORRECT. JOURNALISTS AREUSUALLY BETTER WRITERS THAN YOURSELF7. RESPECT THE DEADLINE5PM IS 5PM, NOT THE DAY AFTER. MAKE THIS CLEAR FOR EVERYONE IN YOURORGANISATION, AT ALL LEVELS (THE SECRETARY TOO)8. AND STILL... THEN... AND ALSO...JOURNALISTS DON’T HAVE THE TIME OR THE PLACE TO MENTION ALL THESUBTLETIES
  • 43. finnSTEREOTYPES AND CLICHESWHY MEDIA RELATIONS?WHAT’S A GOOD STORY?TOOLSDO’S AND DON’TSTHE IDEAL PRESS RELEASE
  • 44. finn‘GOING LIVE’
  • 45. finn‘GOING LIVE’ATTACHMENTS: NO!
  • 46. finn‘GOING LIVE’
  • 47. finn‘GOING LIVE’GALA EVENT?: NO!
  • 48. finn‘GOING LIVE’
  • 49. finn‘GOING LIVE’DON’T TAKE THE“5W RULE” AT FACEVALUE.IT IS IMPORTANTTO 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
  • 51. finn‘GOING LIVE’
  • 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. finnABOUT US
  • 54. finn‘GOING LIVE’PR | SOCIAL | COMMUNICATION | BRANDING
  • 55. finnQUESTIONS?FEEL FREE TO ASK THEM NOW, OR SEND AN E-MAIL TO :KRISTIEN.VERMOESEN@FINN.BETWITTER : @KRIS10VERMOESENRSSFEED : HTTP://WWW.FINN.BE/FINN.RSS