Marina brandbury
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Marina brandbury Presentation Transcript

  • 1. Marina Bradbury THINK GLOBAL Agenda Paris ACT LOCALSUCCESSFUL CULTURAL PR IN A CHANGING WORLD
  • 2. AGENDA
  • 3. CULTURAL DIFFERENCE
  • 4. GLOBAL PLAYER - LOCAL REPUTATION
  • 5. WHY BUILD A GLOBAL CAMPAIGN?
  • 6. LOOK AT THE WHOLE ORGANISATION
  • 7. BUILD A BRAND
  • 8. GEOGRAPHICAL APPROACH
  • 9. MEDIA STRATEGY Identifying key messages for each country Defining a media wish-list Finding the ‘hook’ Building on-going relationships with journalists Giving more visibility to the director Pablo Jimenez Burillo Building a corporate brand through networking
  • 10. ON-MESSAGE PRESS COVERAGE ACROSS EUROPELe Journal des Arts (France) January 2012 Financial Times Weekend (UK) May 2011
  • 11. Apollo Magazine(UK) July 2012
  • 12. 10 KEY LEARNINGSDO… DON’T…1) Understand the 1) Be discouraged environment1) Be patient 2) Wait for information2) Tailor your message 3) Focus on quantity3) Show the benefits 4) Start a campaign as a one-off4) Build an ambassadors’ 5) Limit yourself to traditional network media
  • 13. BUILDING A CORPORATE PROFILE Paola and Nadia Pablo Jiménez Burillo, Director General of Fundación Mapfre Senior staff at CTM 12 CTM 12 New York
  • 14. THINK CROSS-CULTURAL
  • 15. CONTACT US Marina Bradbury mbradbury@agendacom.com www.agendacom.com w ww.communicatingthemuseum.comFacebook.com/agendaagencyFacebook.com/communicatingthemuseumTwitter.com/agendaparisTwitter.com/Marina_Bradbury