• 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
1. Challenges for PR & Media Relations in a constantly
changing media landscape
Social Media & PR Summit 2013 | Amsterdam, May 16th 2013
Cindy Penders (@cindypenders1), Manager External Communications @ING Netherlands
2. Challenges for PR & Media Relations in a
changing media landscape1
Social
Media
&
PR
Summit
2013
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8. 15-‐05-‐2013
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Media
&
PR
Summit
2013
The changing society
•
Change
in
economic
climate
•
Change
in
poli?cal
climate
•
Sociological
changes
•
Technological
changes
and
innova?ons
8
9. The changing media landscape3
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Social
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10. 15-‐05-‐2013
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Media
&
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The changing media landscape
10
•
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
11. 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
13. 15-‐05-‐2013
Social
Media
&
PR
Summit
2013
Social Media as a reliable source
13
•
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
14. 15-‐05-‐2013
Social
Media
&
PR
Summit
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14
News consumption
Printed
newspapers
Websites
Social
media
Apps
smartphone
Apps
tablet
Trends
in
Digital
media,
GfK,
2012
15. The impact on PR & Media Relations4
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Social
Media
&
PR
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18. 15-‐05-‐2013
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Media
&
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“
More
than
par5cipa5on,
this
new
era
is
all
about
an5cipa5on”
19. 15-‐05-‐2013
Social
Media
&
PR
Summit
2013
Impact on PR & Media Relations
19
•
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
20. 15-‐05-‐2013
Social
Media
&
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Summit
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20
“
Building
and
protec5ng
the
corporate
reputa5on
has
become
more
important”
21. 15-‐05-‐2013
Social
Media
&
PR
Summit
2013
Expanding the PR toolbox
21
•
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
22. 15-‐05-‐2013
Social
Media
&
PR
Summit
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22
“
Storytelling
is
in
fact
content
marke5ng”
28. How is ING dealing with the changes?5
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Social
Media
&
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29. 15-‐05-‐2013
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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
38. 15-‐05-‐2013
Social
Media
&
PR
Summit
2013
Summary & conclusion
38
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
39. 15-‐05-‐2013
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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”
40. 15-‐05-‐2013
Social
Media
&
PR
Summit
2013
40
“
More
than
par5cipa5on,
this
new
era
is
all
about
an5cipa5on”
41. Cindy
Penders
|
ING
Nederland
@cindypenders1
cindy.penders@ing.nl
Any questions?9
Cindy
Penders
www.ing.nl/nieuws
15-‐05-‐2013
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Media
&
PR
Summit
2013
41