ING: challenges for pr & media relations in a changing media land scape
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• Challenges for PR & Media Relations in a continuous changing media landscape ...

• Challenges for PR & Media Relations in a continuous changing media landscape
Over the last few years, ING the Netherlands have worked on a clearly defined vision with a relevant PR & Media Relations and Social Media strategy. And with success. ING was rewarded as the best social media company of 2012 in the Netherlands. During the Social Media & PR 2013 (May 16th & 17th) ING shared their vision and some interesting insights on how ING, specifically the External Communications Department, is dealing with a continuous changing society and media landscape and the impact of those changes, including the impact of social media, on their daily activities.

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    ING: challenges for pr & media relations in a changing media land scape ING: challenges for pr & media relations in a changing media land scape Presentation Transcript

    • Challenges for PR & Media Relations in a constantlychanging media landscapeSocial Media & PR Summit 2013 | Amsterdam, May 16th 2013Cindy Penders (@cindypenders1), Manager External Communications @ING Netherlands
    • Challenges for PR & Media Relations in achanging media landscape1Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   2  
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   3  AP Hack
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   4  ING online banking incident
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   5  Financial crisis and merger of two banks
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   6  “  trust  is  hard  to  gain  but  easy  to  lose”  
    • The changing society215-­‐05-­‐2013   7  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  The changing society•   Change  in  economic  climate  •   Change  in  poli?cal  climate  •   Sociological  changes  •   Technological  changes  and  innova?ons  8  
    • The changing media landscape315-­‐05-­‐2013   9  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  The changing media landscape10  •   Tradi?onal  business  models  disappearing  -­‐>  dras?c  cuts  in  editorial  teams  •   Efficiency  and  ?me  management  are  crucial  •   Work  method  has  changed:  publish  first,  post  correc?ve  updates  if  necessary  •   In  social  media  ‘hearing  both  sides’  has  no  meaning  at  all  •   Mutual  compe??on  between  newsrooms  has  intensified  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  •   Almost  every  reporter  is  on  TwiVer  •   Reporters  can  expect  to  have  large  groups  of  followers  •   Reports  that  would  not  appear  on  television  or  in  a  newspaper  are  now  being  posted  on  TwiVer  •   TwiVer  has  become  a  major  source  for  many  consumers  •   TwiVer  has  become  a  major  source  for  editorial  teams  11  The changing media landscape
    • 15-­‐05-­‐2013   12  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  Social Media as a reliable source13  •   44%  of  the  PR  professionals  surveyed  consider  social  media  to  be  reliable    •   44%  of  the  journalists  and  bloggers  consider  social  media  to  be  reliable  •   53%  of  the  journalists  and  bloggers  say  that  social  media  are  now  their  most  important  source  of  informa?on  •   76%  of    the  journalists  and  bloggers  admit  that  the  rise  of  social  media  has  resulted  in  less  thorough  fact-­‐checking    
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   14  News consumptionPrinted  newspapers  Websites  Social  media  Apps  smartphone  Apps  tablet  Trends  in  Digital  media,  GfK,  2012  
    • The impact on PR & Media Relations415-­‐05-­‐2013   15  Social  Media  &  PR  Summit  2013  
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   16  
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   17  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   18  “  More  than  par5cipa5on,  this  new  era  is  all  about  an5cipa5on”  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  Impact on PR & Media Relations19  •   External  Communica?ons  has  become  24/7  •   Organisa?ons  are  expected  to  be  swi^  and  transparent  •   Spokespersons  must  be  given  trust  and  a  mandate  to  respond  •   Spokespersons  should  act  as  the  antennae  of  society    •   Measuring  and  analysing  is  crucial    
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   20  “  Building  and  protec5ng  the  corporate  reputa5on  has  become  more  important”  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  Expanding the PR toolbox21  •   Social  media  are  an  indispensible  part  of  our  resource  mix  •   Social  media  do  not  replace  ‘tradi?onal  media’    •   Social  media  help  to  extend  your  range,  but  this  doesn’t  mean  by  defini?on  you  are  reaching  the  right  people  •   ‘Tradi?onal  media’  are  s?ll  important  and  will  remain  so  •   Challenge:  finding  the  right  tools  for  the  job  in  the  ever-­‐growing  PR  toolbox  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   22  “  Storytelling  is  in  fact  content  marke5ng”  
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   23  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   24  Storytelling and the use of e.g. visuals
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   25  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   26  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   27  
    • How is ING dealing with the changes?515-­‐05-­‐2013   28  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  Anticipation•   Merging  PR  &  Media  Rela?ons  and  Stakeholder  Management  -­‐>  External  Communica?ons  •   Se_ng  up  integrated  teams,  in  close  coopera?on  with  other  communica?on  disciplines  •   Tearing  down  silos  •   External  Communica?ons  works  closely  with  ING  Webcare  Team  and  Conversa?on  Centre  29  Webcare   Conversa3on  Centre  External  Communica3ons  Answering  ques?ons  and  compliants  Dialogue  with  our  customers  Managing  Reputa?on  
    • Lessons learned: online bankingincident615-­‐05-­‐2013   30  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   31  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   32  ING online banking incident
    • Social  Media  &  PR  Summit  2013  15-­‐05-­‐2013   33  ING online banking incident
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   34  
    • Restoring trust and improving your impact715-­‐05-­‐2013   35  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   36  par?cipate  deliver  on  promise  an?cipate   open  alert  dialogue  admit   learn  know  key  influencers  measure  analyse  storytelling  transparent  director  quick  PR  toolkit  
    • Summary & conclusion815-­‐05-­‐2013   37  Social  Media  &  PR  Summit  2013  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013  Summary & conclusion38  The  condi?ons  in  which  we  have  to  act  have  changed  and  will  con?nuously  change  This  calls  for  a  different  approach,  mentality  and  use  of  your  skills  And  although  23%  of  PR  professionals  state  that  they  are  ‘ruled  by  incidents  that  are  blown  up  in  social  media’....  ....  the  rules  of  the  game  with  regard  to  communica?ons  are  s?ll  the  same  and    apply  now  more  then  ever  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   39  “Society,  the  media  landscape  and  technology  are  changing.    So  is  our  profession.  There’s  no  end  to  this;  it’s  an  ongoing  process”  
    • 15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   40  “  More  than  par5cipa5on,  this  new  era  is  all  about  an5cipa5on”  
    • Cindy  Penders  |  ING  Nederland    @cindypenders1   cindy.penders@ing.nl  Any questions?9  Cindy  Penders    www.ing.nl/nieuws  15-­‐05-­‐2013   Social  Media  &  PR  Summit  2013   41