Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mats Williams

463 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

Mats Williams

  1. 1. PR as a tool for cluster development Mats Williams, The Paper Province www.paperprovince.com
  2. 2. The Paper Province <ul><li>Founded in 1999 </li></ul><ul><li>Pulp and paper industry </li></ul><ul><ul><li>in the county of Värmland and it's surroundings </li></ul></ul><ul><li>90 member companies </li></ul><ul><ul><li>active in more than 100 countries worldwide </li></ul></ul><ul><li>Important companies </li></ul><ul><ul><li>accounts for about 13% of Sweden's Net export </li></ul></ul><ul><li>Vision: To be recognized globally as THE pulp and paper cluster </li></ul>www.paperprovince.com
  3. 3. Preconditions <ul><li>Decreased interest from public actors </li></ul><ul><li>A need to make the importance of our member companies more visible </li></ul><ul><li>Rather small marketing budget </li></ul><ul><li>Actively seek publicity in relevant media </li></ul><ul><li>Cost effective </li></ul><ul><li>Trustworthy </li></ul>www.paperprovince.com
  4. 4. Our targets <ul><li>Increase knowledge and awareness </li></ul><ul><li>Attract existing and potential member companies </li></ul><ul><li>Secure long-term public investments </li></ul>www.paperprovince.com
  5. 5. Exercise I <ul><li>3 benefits for your organisation being more visible in media. </li></ul>www.paperprovince.com
  6. 6. Our key target groups <ul><li>Existing/potential member companies </li></ul><ul><li>Pulp and paper companies worldwide </li></ul><ul><li>Public investors </li></ul><ul><ul><li>politicians, public officials etc. </li></ul></ul>www.paperprovince.com
  7. 7. Exercise II <ul><li>3 key targets groups you could reach via media. </li></ul>www.paperprovince.com
  8. 8. <ul><li>Some of the things we thought of </li></ul>www.paperprovince.com
  9. 9. 1. The good example www.paperprovince.com Desired image
  10. 10. Desired image
  11. 11. Exercise III <ul><li>Describe the desired image of your organisation in one sentence. </li></ul>www.paperprovince.com
  12. 12. Find the journalists www.paperprovince.com Svenska Dagbladet, januari 2008 Consume media Svenska Dagbladet, January 2008
  13. 13. www.paperprovince.com Svenska Dagbladet, June 2008
  14. 14. www.paperprovince.com Svenska Dagbladet, August 2009
  15. 15. Exercise IV <ul><li>List 3 publications your target group could be reached via. </li></ul>www.paperprovince.com
  16. 16. 3. Find your friends www.paperprovince.com ”… Värmland … through The Paper Province managed to upgrade the industry and create a more competitive economy” Make it easy for others
  17. 17. www.paperprovince.com Make it easy for others
  18. 18. Exercise V <ul><li>List 3 relevant allied who could tell your story in media. </li></ul>www.paperprovince.com
  19. 19. 4. Dare to state things www.paperprovince.com Make it easy for others
  20. 20. 5. Think environmentally www.paperprovince.com Recycle
  21. 21. www.paperprovince.com Recycle
  22. 22. Exercise V <ul><li>List 3 stories you could offer to targeted media today. </li></ul>www.paperprovince.com
  23. 23. Example, this conference www.paperprovince.com
  24. 24. <ul><li>RESULTS </li></ul>www.paperprovince.com
  25. 25. Swedish press clippings www.paperprovince.com Source: Retriever
  26. 26. Increased international interest Example, visitors www.paperprovince.com www.paperprovince.com
  27. 27. Awards www.paperprovince.com The Swedish Forest Industry Opinion Maker of the Year
  28. 28. Number of member companies www.paperprovince.com
  29. 29. Results within member companies <ul><li>R&D cooperation </li></ul><ul><li>Increased R&D cooperation (academia) 38% </li></ul><ul><li>Increased R&D cooperation (companies) 29% </li></ul><ul><li>Competitiveness </li></ul><ul><li>New products and services 79% </li></ul><ul><li>Improved products and services 81% </li></ul><ul><li>Growth effects </li></ul><ul><li>Increased sales 40% </li></ul><ul><li>Increase in number of employees 15% </li></ul>www.paperprovince.com
  30. 30. b www.paperprovince.com

×