Putting the Personal into PR - PR is Key 2017

Jochem@JochemKoole.nl | +31647394845
PR is Key | Thursday 20 April 2017
Putting the Personal
into PR

Meet Wine

Then this happened…

And this…

Results
Traditional media (FD.nl) - est. 40K+ reach, 11 comments, 4K+ shares
Social media (LinkedIn) - 6.5K+ views, 749 interactions, 265 shares
A strong positioning of Wine, the Healthcare team, and Berenschot
on this subject
Number of leads for the Healthcare team
Two new assignments

Why make PR personal?
How to involve your colleagues?
How to convince your boss?
So many questions…

Why make PR
personal?

Your target audience expects it
Oh… And it works really well
Why make it personal?

“The world has changed”

People still do business with other people
Knowledge & expertise | Products & services

PR is all about establishing and strengthening relationships
Good news for you guys!
between organizations and their target audiences

Edelman Trust Barometer 2017

Relationships & trust are built online
Allow colleagues to use online technologies
in a personal (professional) way

How to involve
your colleagues?

PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017
“I’m busy doing real work.”
“I don’t have time for that nonsense.”
“This just isn’t something for me.”
A little bit like this guy…

Which translates to…
“I don’t understand,
how I can use online tools
in a meaningful way
to contribute
to my personal business goals…”

Which you then answer with…
“Well, let me show you!”
“Why you should invest your time.
And how to use these tools
effectively & efficiently.”

Here’s how it works
awareness
decision
solve
our client’s
challenge consideration
professional
department / team
organization
(potential) client
team / DMU
professional

At least 7 points of contact
awareness
decision
solve
our client’s
challenge consideration
professional
department / team
organization
(potential) client
team / DMU
professional

An army of content soldiers
Forget it! And then forget it again.

The price of employee advocacy

People
90 – 9 – 1
Adoption
rate
Forerunners (1%)
And there’s something else

“Three things you can do”
Listen to your
target group(s) =
search & network
Showcase yourself
in
your profiles
(less I, more U)
Showcase yourself
through
valuable content

How to convince
your boss?

Meet Wine’s boss

A little bit like this lady…
“Just show me the money.”

Only two ways of support
Time and money

Show her the money
€

Report (on a monthly basis)
Show the results of your efforts
Preferably in way your boss understands

Bosses getting involved

Let’s wrap it up!

What (not) to do?
-  Make PR personal
-  Allow and encourage your colleagues to use online technologies
to establish and strengthen personal professional relationships
-  Show them why and how
-  Forget about that army of content soldiers (consider 1%)
-  Stop using PR, comms, marketing, and sales speak
when talking to your boss
-  Celebrate success and share the results!

Thank you!
More info & free downloads on
JochemKoole.nl
Love to connect on Facebook,
LinkedIn or Twitter
Let’s answer some questions!

Putting the Personal into PR - PR is Key 2017

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Putting the Personal into PR - PR is Key 2017