Gabriele Fuchs, CEO and Founder, Webportalis

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PITCH SMARTER! STRATEGIC ASPECTS OF DIGITAL PR …

PITCH SMARTER! STRATEGIC ASPECTS OF DIGITAL PR
Communication as the key to success and the importance of Public Relations
The media landscape in turbulence and your options to regain maximum efficiency of your PR activities
Classic PR or Digital PR? How to improve your media outreach
A strategic PR decision: inhouse or outsourcing?
Advantages of a PR network to enhance results

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  • 1. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisStrategic aspects of Digital PRGabriele Fuchs, CEO webportalis
  • 2. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisCommunication is the key to success!• PR is the „sister“ of advertising• average 5-10 % of the communication budgetis for PR
  • 3. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisThe advantages of PR:• trustworthy• authentic• informative• cost-effective
  • 4. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisCLASSIC PR• focusses on connections+ personal pitches• covers a targeted group ofleading media affiliations andeditors• selected outreachDIGITAL PR• focusses on instant information+ maximum outreach• offers the whole medialandscape but can be „tailored“• high frequency of outreachClassic PR or Digital PR?
  • 5. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisCLASSIC PR• targets 15-20% of editors• personal touch• pre-selected contactsDIGITAL PR• reaches +90% of all editors• independant research• do-it-yourselfClassic PR or Digital PR?
  • 6. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisTurbulences in the media landscape• dynamic growth of the medialandscape• predominance of print mediashifts to digital media• changes in the PR environmentcirculation
  • 7. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisTurbulences in the media landscapeDevelopment of US magazines 2010 - 2011Source: http://www.wwd.com/media-news/media-features/fashion-magazines-fall-at-newsstand-5048220US fashion magazine copies sold % compared to 2010InStyle 570,272 -8People Style Watch 504,504 -11.8Glamour 453,707 -17.5Elle 250,056 -9marie claire 198,752 -21.5
  • 8. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisTurbulences in the media landscapeNewsstand circulation 2008 - 2011Source: http://stateofthemedia.org/2012/magazines-are-hopes-for-tablets-overdone/magazines-by-the-numbers/
  • 9. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisSource: http://stateofthemedia.org/2013/digital-as-mobile-grows-rapidly-the-pressures-on-news-intensify/digital-by-the-numbers/Turbulences in the media landscapeOnline platforms2006 – 2012:increase of 74%!
  • 10. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisChallenge: to mantain a Share of Voice, communicationbudgets have to grow or become more effective2000 2013TV / RadioPrintDigital PR PrintTV /RadioSocialMediaTurbulences in the media landscapeDigitalPRdynamicgrowth
  • 11. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisStrategic solution: DIGITAL PR!• improve efficiency of PR with- maximum outreach to relevant media- higher frequency of informationshift 10% of your given budget to Digital PRand increase visibility!
  • 12. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisINHOUSE or OUTSOURCING?Strategic solution: DIGITAL PR!
  • 13. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisINHOUSE – BRANDED PRESSROOM• brand-oriented• small budget solution, technically simple• limited media list• insufficient visitors and traffic• „one more on the payroll“Digital PR: INHOUSE or OUTSOURCING?
  • 14. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisOUTSOURCING TO A PR NETWORK• „big picture“-oriented• advanced technical solutions and handling• covers over 90% of the media landscape (print+digital)• high traffic and downloads• cost-effective solutionDigital PR: INHOUSE or OUTSOURCING?
  • 15. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisAdvantages of using a PR network: a professional solution• multi-brand portfolio• neutral link between industry, press, organizations + shows• advanced services• search engine, drop box• individual up to date media list by categories• guaranteed ROIDigital PR: INHOUSE or OUTSOURCING?
  • 16. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalissocialmediapressroomnewswire + +OUTSOURCING: Advantages of a PR networkassociationscompaniesbloggersonlineprinttrade shows
  • 17. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisTradeshowsThe connections of a PR networkIndustryassociationsProfessionalorganizations
  • 18. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalis
  • 19. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalis
  • 20. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalis• covers 8 countries, including the US, France and Germany• reaches over 90% of beauty editors in each market,more than 6,000 overall• offers a brand portfolio of more than 750 brands, includingmajor global playersNo.1 international PR networkbeautypress: facts & figures
  • 21. Pitch Smarter! Strategic Aspects of Digital PRINNOCOS Nice 5th, 2013Gabriele Fuchs, webportalisbeautypress.frParis, France21 boulevard Haussmanninfo@beautypress.frbeautypress.comNew York, NY333 Hudson Streetinfo@beautypress.combeautypress.deMunich, GermanyAckermannstraße 3info@beautypress.de