PR: how to use storytelling to make the jump from owned to earned media

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Smaller newsrooms and stricter positionings in the media landschape today make it harder to get media wins with "spray and pray" press releases. On the other hand, there are more opportunities than ever for organizations and brands that can add value to the specific segments that media target.

In this webinar @FINNbe explores how brands can create a "lean" PR and content marketing programme that will predictably and repeatably generate positive media coverage.

The key is to rely on quality sources and to use tried and tested storytelling techniques.

Published in: Marketing

PR: how to use storytelling to make the jump from owned to earned media

  1. 1. finn 20/ 02/ WEBINAR 2014 RAF WEVERBERGH MANAGING PARTNER FINN Public Relations www.finn.be raf.weverbergh@finn.be Twitter: @rafweverbergh FB: facebook.com/FINNPR STORYTELLING, OWNED AND EARNED MEDIA
  2. 2. finn OWNED EARNED & STORYTELLING #FINNWEBINAR ?????????? SLIDESHARE
  3. 3. finn THE SITUATION IN 2014
  4. 4. finn OWNED EARNED & STORYTELLING NEWSROOMS ARE SHRINKING. TO STAY RELEVANT AND PROFITABLE, MEDIA ARE INCREASINGLY WORKING ON A CLEAR POSITIONING.
  5. 5. finn OWNED EARNED & STORYTELLING
  6. 6. finn OWNED EARNED & STORYTELLING CARPETBOMBING UNDIFFERENTIATED MASS PRESS RELEASES (AKA “SPRAY AND PRAY”) IS BECOMING LESS EFFECTIVE
  7. 7. finn OWNED EARNED & STORYTELLING NOT NECESSARILY BECAUSE OF THE SUBJECT, BUT BECAUSE MEDIA ARE ASKING FOR TAILOR MADE ANGLES.
  8. 8. finn OWNED EARNED & STORYTELLING WHAT THAT MEANS FOR YOU: YOUR SHARE OF VOICE IS UNDER PRESSURE, ESPECIALLY IF YOUR CORPORATE COMMUNICATION AND PRODUCT PR IS VERY INSIDE OUT DRIVEN.
  9. 9. finn OWNED EARNED & STORYTELLING
  10. 10. finn OWNED EARNED & STORYTELLING THE GOOD THING IS THAT MEDIA ARE CLAMORING FOR ANALYSIS THAT THEY DON’T HAVE TIME FOR
  11. 11. finn OWNED EARNED & STORYTELLING THE QUESTION IS: HOW DO YOU GET THERE?
  12. 12. finn OWNED EARNED & STORYTELLING THAT’S WHERE ANOTHER MEDIA TREND IS COMING IN:
  13. 13. finn OWNED EARNED & STORYTELLING
  14. 14. finn OWNED EARNED & STORYTELLING BETWEEN 1961 AND 2001 THE NUMBER OF EXPERT QUOTED IN PRINT JOURNALISM INCREASED 700 %
  15. 15. finn OWNED EARNED & STORYTELLING BETWEEN 1961 AND 2001 THE NUMBER OF EXPERT QUOTED IN PRINT JOURNALISM INCREASED 700 % “A MATTHEW EFFECT COMES INTO PLAY: RESEARCHERS WHO HAVE BEEN USED EXTENSIVELY IN THE PAST ARE SIMPLY USED FURTHER.”
  16. 16. finn OWNED EARNED & STORYTELLING BETWEEN 1961 AND 2001 THE NUMBER OF EXPERT QUOTED IN PRINT JOURNALISM INCREASED 700 % “A MATTHEW EFFECT COMES INTO PLAY: RESEARCHERS WHO HAVE BEEN USED EXTENSIVELY IN THE PAST ARE SIMPLY USED FURTHER.” JOURNALISTS LOVE EXPERTS. BECOME ONE.
  17. 17. finn OWNED EARNED & STORYTELLING
  18. 18. finn OWNED EARNED & STORYTELLING SO OUR GOAL IS TO BECOME AN EXPERT OR THOUGHT LEADER.
  19. 19. finn OWNED EARNED & STORYTELLING SO OUR GOAL IS TO BECOME AN EXPERT OR THOUGHT LEADER. THAT’S EASY. IF YOU HAVE AN UNLIMITED BUDGET.
  20. 20. finn OWNED EARNED & STORYTELLING SO OUR GOAL IS TO BECOME AN EXPERT OR THOUGHT LEADER. THAT’S EASY. IF YOU HAVE AN UNLIMITED BUDGET. WHICH YOU DON’T HAVE. YOU CANNOT AFFORD ANY WASTE.
  21. 21. finn OWNED EARNED & STORYTELLING WHAT YOU NEED IS A • CHEAP (AS IN: WITHOUT CREATING WASTE) • REPEATABLE • PREDICTABLE WAY TO CREATE PR OPPORTUNITIES
  22. 22. finn OWNED EARNED & STORYTELLING
  23. 23. finn OWNED EARNED & STORYTELLING WHATEVER YOU DO, ...
  24. 24. finn OWNED EARNED & STORYTELLING WHATEVER YOU DO, ... DO NOT LAUNCH A SPACE SHUTTLE.
  25. 25. finn OWNED EARNED & STORYTELLING WHATEVER YOU DO, ... DO NOT LAUNCH A SPACE SHUTTLE. A COMMUNICATION PROJECT THAT TAKES MONTHS TO PREPARE, BUT IS UNTESTED AND NOT VALIDATED. .
  26. 26. finn OWNED EARNED & STORYTELLING THIS IS WHERE YOU WANT TO GO. SO, DEFINE YOUR FIELD OF EXPERTISE.
  27. 27. finn OWNED EARNED & STORYTELLING STEP 1: STATE EXPLICITLY WHAT YOU WANT TO BE FAMOUS FOR.
  28. 28. finn OWNED EARNED & STORYTELLING STEP 1: STATE EXPLICITLY WHAT YOU WANT TO BE FAMOUS FOR.
  29. 29. finn OWNED EARNED & STORYTELLING finn STEP 1: STATE EXPLICITLY WHAT YOU WANT TO BE FAMOUS FOR.
  30. 30. finn OWNED EARNED & STORYTELLING
  31. 31. finn OWNED EARNED & STORYTELLING STEP 2: FIND 1 OR MORE HIGH QUALITY SOURCES WHERE YOU CAN REPEATABLY IDEATE STORY IDEAS.
  32. 32. finn OWNED EARNED & STORYTELLING STEP 2: FIND 1 OR MORE HIGH QUALITY SOURCES WHERE YOU CAN REPEATABLY IDEATE STORY IDEAS. YOUR SOURCE SHOULD PROVIDE ON NEWSY CONTENT, WITHOUT BEING “NEWS” THERE IS TOO MUCH COMPETITION IN THAT SEGMENT.
  33. 33. finn OWNED EARNED & STORYTELLING
  34. 34. finn OWNED EARNED & STORYTELLING ONE OF THE SUREST WAYS TO ADD A LOT OF VALUE: GOOGLE SCHOLAR ALERTS FOR YOUR SUBJECTS. EG FOR FINN: “INFLUENCE”, “REPUTATION”, “PERSUASION”,...
  35. 35. finn OWNED EARNED & STORYTELLING OTHER GOOD PLACES TO FIND SUBJECTS: • QUESTIONS YOUR CUSTOMERS ASK YOU • SURVEYS • TRADE MAGAZINES • SEMINARS • ONLINE VIDEO LIBRARIES,...
  36. 36. finn OWNED EARNED & STORYTELLING YOU ARE NOT TRYING TO CREATE NEW (ACADEMIC GRADE) CONTENT BUT TO UNLOCK VALUABLE INSIGHTS
  37. 37. finn OWNED EARNED & STORYTELLING
  38. 38. finn OWNED EARNED & STORYTELLING FIND A “JOB TO BE DONE” YOUR CONTENT SHOULD PROVIDE A SERVICE (HT @CLAYTON CHRISTENSEN)
  39. 39. finn OWNED EARNED & STORYTELLING
  40. 40. finn OWNED EARNED & STORYTELLING
  41. 41. finn OWNED EARNED & STORYTELLING “WHAT MAKES MALCOLM GLADWELL FASCINATING?...
  42. 42. finn OWNED EARNED & STORYTELLING “IT HAS LONG BEEN THOUGHT THAT A THEORIST IS CONSIDERED GREAT BECAUSE HIS THEORIES ARE TRUE...
  43. 43. finn OWNED EARNED & STORYTELLING “IT HAS LONG BEEN THOUGHT THAT A THEORIST IS CONSIDERED GREAT BECAUSE HIS THEORIES ARE TRUE... ...BUT THIS IS FALSE
  44. 44. finn OWNED EARNED & STORYTELLING “IT HAS LONG BEEN THOUGHT THAT A THEORIST IS CONSIDERED GREAT BECAUSE HIS THEORIES ARE TRUE... ...BUT THIS IS FALSE A THEORIST IS CONSIDERED GREAT, NOT BECAUSE HIS THEORIES ARE TRUE, BUT BECAUSE THEY ARE INTERESTING.” (SOURCE)
  45. 45. finn OWNED EARNED & STORYTELLING
  46. 46. finn OWNED EARNED & STORYTELLING IN OTHER WORDS...
  47. 47. finn OWNED EARNED & STORYTELLING IN OTHER WORDS... TELL A STORY
  48. 48. finn OWNED EARNED & STORYTELLING
  49. 49. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION)
  50. 50. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION) WHAT SEEMS GOOD IS ACTUALLY BAD
  51. 51. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION) WHAT SEEMS GOOD IS ACTUALLY BAD WHAT SEEMS LOCAL IS ACTUALLY GLOBAL
  52. 52. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION) WHAT SEEMS GOOD IS ACTUALLY BAD WHAT SEEMS LOCAL IS ACTUALLY GLOBAL WHAT SEEMS INDIVIDUAL IS ACTUALLY UNIVERSAL
  53. 53. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION) WHAT SEEMS GOOD IS ACTUALLY BAD WHAT SEEMS LOCAL IS ACTUALLY GLOBAL WHAT SEEMS INDIVIDUAL IS ACTUALLY UNIVERSAL WHAT SEEMS TO SUCCEED FAILS, &...
  54. 54. finn OWNED EARNED & STORYTELLING THE ESSENCE OF STORYTELLING (IN NON FICTION) WHAT SEEMS GOOD IS ACTUALLY BAD WHAT SEEMS LOCAL IS ACTUALLY GLOBAL WHAT SEEMS INDIVIDUAL IS ACTUALLY UNIVERSAL WHAT SEEMS TO SUCCEED FAILS, &... OR: CONTRADICTIONS & PARADOX
  55. 55. finn OWNED EARNED & STORYTELLING AFTER A FEW BLOG POSTS, TREND PATTERNS SHOULD EMERGE
  56. 56. finn OWNED EARNED & STORYTELLING
  57. 57. finn OWNED EARNED & STORYTELLING AFTER ALL THIS, YOU SHOULD KNOW WHAT YOUR AUDIENCE LIKES
  58. 58. finn OWNED EARNED & STORYTELLING AFTER ALL THIS, YOU SHOULD KNOW WHAT YOUR AUDIENCE LIKES TIME TO MAKE THE JUMP TO THE MEDIA
  59. 59. finn OWNED EARNED & STORYTELLING
  60. 60. finn OWNED EARNED & STORYTELLING
  61. 61. finn OWNED EARNED & STORYTELLING
  62. 62. finn OWNED EARNED & STORYTELLING YOUR GOAL SHOULD BE TO CREATE 1 OR 2 “FRANCHISES” OR “TENTPOLES”, WHICH ALLOW YOU TO PREDICTABLY GENERATE MEDIA INTEREST.
  63. 63. finn OWNED EARNED & STORYTELLING
  64. 64. finn OWNED EARNED & STORYTELLING REMEMBER THIS GUY?
  65. 65. finn OWNED EARNED & STORYTELLING REMEMBER THIS GUY? CHOOSE STUFF YOU CAN TALLY, COUNT, AND WHICH YOU CAN TRANSFORM INTO GRAPHS & STATS
  66. 66. finn OWNED EARNED & STORYTELLING
  67. 67. finn CASE: ANCOA
  68. 68. finn OWNED EARNED & STORYTELLING
  69. 69. finn OWNED EARNED & STORYTELLING
  70. 70. finn OWNED EARNED & STORYTELLING
  71. 71. finn OWNED EARNED & STORYTELLING
  72. 72. finn OWNED EARNED & STORYTELLING
  73. 73. finn CASE: NAUTA DUTILH, LAUNCH OF STARTUP TEAM “LET’S FIND SOME EASY TO ACCESS, BUT VALUABLE KNOWLEDGE AND INSIGHT”
  74. 74. finn OWNED EARNED & STORYTELLING DECEMBER 2014: NAUTA DUTILH MAKES THE COVERSTORY ON DE TIJD.
  75. 75. finn OWNED EARNED & STORYTELLING DECEMBER 2014: NAUTA DUTILH MAKES THE COVERSTORY ON DE TIJD. BASED ON A SURVEY WITH 10 UNIVERSITIES
  76. 76. finn OWNED EARNED & STORYTELLING DECEMBER 2014: NAUTA DUTILH MAKES THE COVERSTORY ON DE TIJD. BASED ON A SURVEY WITH 10 UNIVERSITIES “WE WILL CREATE 100 SPIN OFFS IN THE NEXT 5 YEARS”
  77. 77. finn OWNED EARNED & STORYTELLING
  78. 78. finn CASE: BUFFER
  79. 79. finn OWNED EARNED & STORYTELLING
  80. 80. finn ABOUT US
  81. 81. finn OWNED EARNED & STORYTELLING CLICK TO FOLLOW US ON: LINKEDIN twitter: @rafweverbergh twitter: @FINNbe Slideshare
  82. 82. finn OWNED EARNED & STORYTELLING PR | SOCIAL | PUBLIC AFFAIRS | COMMUNICATION | BRANDING
  83. 83. finn OWNED EARNED & STORYTELLING ONE MORE THING FINN IS HIRING !! JUNIOR, SENIOR PR CONSULTANT FR/NL
  84. 84. finn OWNED EARNED & STORYTELLING SOURCES (CLICK TO READ THE SOURCE): • “WHAT MAKES MALCOLM GLADWELL FASCINATING”, ADAM GRANT, HUFFPO • “5 UNIQUE SOCIAL MEDIA AND BLOGGING TIPS THAT HELPED US REACH $ 1 MILLION IN REVENUE”, LEO WIDRICH, BUFFER • “THE MATTHEW EFFECT: HOW JOURNALISTS CHOOSE EXPERTS”, KRISTIEN VERMOESEN, FINN BLOG • “WHERE CAN I FIND A PR AGENCY THAT IS WILLING TO BE HELD ACCOUNTABLE TO QUANTITATIVE RESULTS?”, RAF WEVERBERGH, QUORA
  85. 85. finn DID YOU ENJOY THIS PRESENTATION? TELL SOMEONE ELSE ABOUT US. CLICK HERE TO TWEET ABOUT THIS WEBINAR! AND OF COURSE, FOLLOW FINN ON FACEBOOK FOR EXCLUSIVE CONTENT! KRISTIEN.VERMOESEN@FINN.BE TWITTER: @KRIS10VERMOESEN RSSFEED: HTTP://WWW.FINN.BE/FINN.RSS

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