Media Relationship Management, vision and practical set up

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A keynote outlining the advantages of Media Relationship Management and a practical set up planning

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Media Relationship Management, vision and practical set up

  1. 1. MRMMedia Relationship Management Vision and Practical approach Bert van Loon MostlyMedia.nl
  2. 2. 1964… Marshall McLuhan,“Understanding Media”
  3. 3. Today… Marshall McLuhan,“Understanding Media”Media is people’s business. Let’s talk about “understanding people”
  4. 4. Life of a journalist Bursting e-mail box DeadlinesMedia Paradigm Shift Citizen Journalism
  5. 5. Life of a journalist Bursting e-mail box Deadlines Media Paradigm Shift Citizen Journalism“Let’s buy a media list and send a press release”
  6. 6. Life of a journalist Bursting e-mail box Deadlines Media Paradigm Shift Citizen Journalism“Let’s buy a media list and send a press release” Would that explain why it’s wrongly called “Free Publicity”?!
  7. 7. Life of a journalist Bursting e-mail box Deadlines Media Paradigm Shift Citizen Journalism Forget “Free Publicity”. Think MRMMedia Relationship Management
  8. 8. What is MRM?CRM, .....the key concept of building valuable client relations, efficiently and effectively...
  9. 9. What is MRM?CRM Definition“CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential customers“
  10. 10. What is MRM?CRM Definition“CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential customers“
  11. 11. What is MRM?MRM Definition“MRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential media contacts / journalists“
  12. 12. What is MRM?MRM Definition“MRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential media contacts / journalists“ So, ...let’s consider journalists as if they are / will be long term clients “of the house”…
  13. 13. What is MRM?MRM Definition“MRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential media contacts / journalists“
  14. 14. What is MRM?MRM Definition“MRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential media contacts / journalists“ Plenty of technology solutions to support CRM strategies: •Long term •Shared information •Etc.
  15. 15. What is MRM? A vision on working with mediaReal interest in what makes journalists tick and An organisational approach Supported by technology
  16. 16. Practical approach: segmentation All journalists we have in our list No segmentation
  17. 17. Practical approach: segmentationAll journalists All journalists All journalists in our list in our list in our listsubject /audience A subject /audience B subject /audience Z Content segmentation
  18. 18. Practical approach: segmentation Journalists we have heard of...subject /audience A subject /audience B subject /audience Z Content segmentation & Relation based segmentation
  19. 19. Practical approach: segmentation Our journalistic acquaintances Journalists we have heard of...subject /audience A subject /audience B subject /audience Z Content segmentation & Relation based segmentation
  20. 20. Practical approach: segmentation Our journalistic critical friends Our journalistic acquaintances Journalists we have heard of...subject /audience A subject /audience B subject /audience Z Content segmentation & Relation based segmentation
  21. 21. Practical approach: segmentation Big Our journalistic Communication critical friends impact Our journalistic acquaintances Journalists Small we have heard of... impactsubject /audience X, Y, Z Content segmentation & Relation based segmentation
  22. 22. Practical approach: set up
  23. 23. Practical approach: set upStep 1: Analyse current situation Communication strategy - vision and policy Quality of media contacts data Tools Organisational structure Results
  24. 24. Practical approach: set up Step 2: Design structure • Define ultimate set up • Match with scan • Create long term master plan • Top management commitment
  25. 25. Practical approach: set upStep 3: build & improve structure• Break up master plan – priorities• Organisational choices define preferred tools• Invest thoroughly in media contact segmentation
  26. 26. Practical approach: set upStep 4: implementation• Step by step forward• Focus on priorities and long term results• Do not underestimate time needed to build relations
  27. 27. Practical approach: set up
  28. 28. MRMMedia Relationship Management Vision and Practical approach Bert van Loon MostlyMedia.nl

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