Lauber+Partners Rainemakers Seminar 2010 08 26
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Lauber+Partners Rainemakers Seminar 2010 08 26

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Strategies for international communications and investor relations outreach

Strategies for international communications and investor relations outreach

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    Lauber+Partners Rainemakers Seminar 2010 08 26 Lauber+Partners Rainemakers Seminar 2010 08 26 Presentation Transcript

    • Content Strategies For Crossing Borders
       
      Tom Burgess
      CEO BondPR International
      tom@bondpr.com
      +44 (0)207 596 2759
    • Content Strategies For Crossing Borders
       
      Debra Raine
      Principal Global Campaign Strategist
      BondPR/Rainemakers
      debra@rainemakers.com
      +1 415 848 2626
    • Content Strategies For Crossing Borders
    • Content Strategies For Crossing Borders
      Features
      Application
      R&D
      Engineers
      Patents
      Sales Figures
      Names & Titles
      Vision
      Business transformation
      Winners & losers
      Heroes & villains
      Human impact
      Societal change
      Story backdrop
      Missing From Storytelling
      Winning Mindshare, Expanding Markets
      Facts come and go, but stories connect minds and build markets.
      No matter what medium a story is told in, there must be a narrative link to ensure that everything stays together and accrues to future stories. Connecting a company’s narrative to innovation, business advantage and human impact will create an emotional and lasting relationship between your customers and your brand, products and markets.
      Drama & Tension
      Narrative
    • Content Strategies For Crossing Borders
    • Content Strategies For Crossing Borders
       
      Original content is King in Cross Border Communication
    • Content Strategies For Crossing Borders
       
       
    • "We tell your story to the world."
       
      Lisa Ashworth
      CEO PR Newswire EMEA
      PR Newswire
      T: +44 20 7454 5291 lisa.ashworth@prnewswire.co.uk
    • Content Strategies For Crossing Borders
      "We tell your story to the world."
      The Press Release is Dead
      Long Live the Press Release
      NOT about new media – it is about using media in news ways
      (Dr Craig Lefebvre)
      We are in the midst of a communications sea-change as significant as the introduction of the printing press
      The press release is not, as has been suggested, dead, but the advent of social media means that it’s no longer the only game in town.
      There are new routes and channels through which dynamic, rich, multimedia messages can flow, which significantly enhance our ability to target the specific audiences we’re interested in.
    • Content Strategies For Crossing Borders
      Broadcast Video
      Logo
      High Res Photo
      Release Text
      Related Links
      B Roll Interviews
      Screenshots
      Document
      Downloads
      Behind the Scenes Footage
      Social Media Links
    • Content Strategies For Crossing Borders
      Multimedia News
      Logo
      Branding and click through link
      Buy it Now Button
      Videos
      Broadcast Video
      Textformatted and distributed into editorial systems
      Hi-ResPhotos
      Downloadable Documents & Translations
      Hyperlinks
      Related Links
      Social Media Links
      Activision MNR
    • Content Strategies For Crossing Borders
      Where does your Content go?
    • Content Strategies For Crossing Borders
      Why MNR?
      User generated content is now welcomed by over 70% of publications
      internationally
      Over 60% take comments on stories online with 29% also accepting
      and publishing readers’ pictures.
      Source: European Digital Journalism Study: How the Digital Age has affected journalism & the impact for PR – May
      3 out of 4 journalists (involved in the survey) are now using RSS feeds
      to keep themselves abreast of news stories and developments.
      83% of journalists write online articles and 44% use blogs or write wikis
      as a research source.
    • Content Strategies For Crossing Borders
       
      Gwyn Lauber
      Managing Partner
      Lauber+Partners
      gwyn@lauberpartners.com
      +1 415 738 8160
    • Content Strategies For Crossing Borders
      Europe accounts for about 90% of the investments in US companies
      by non-US firms
      Should You Go? 
      Can You Answer "Yes" to Any of the Following?
      • Are you a large, liquid company that pays dividends?
      • Are you pre-IPO?
      • Do you sell your products in Europe?
      • Are you a growth stock?
      • Can you commit to regular visits?
      • Have you exhausted the US secondary markets?
      • Do you have resources to use for targeting beyond the usual?
      • Have you laid the groundwork?
    • Content Strategies For Crossing Borders
       
      If You Greenlight European IR Engagement
      Piggy-back meeting on other trips to Europe
      Change investor presentation to include local comparisons
      Provide long-term, measurable goals
      Understand it may takes years of relationship building before they take a position in your company
      Anticipate the types of questions they will ask
    • Content Strategies For Crossing Borders
       
      Advantage to European Investors
      • Longer holding period
      • Less focused on quarterly results
      • Well-prepared investors
    • Content Strategies For Crossing Borders
      Prepare for your European Road Show
      Ask questions when setting up/accepting the meeting
      Know the area where the meetings are
      Research your audience
      Be sensitive to cultural differences