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Mats Williams


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Mats Williams

  1. 1. PR as a tool for cluster development Mats Williams, The Paper Province
  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>
  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>
  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>
  5. 5. Exercise I <ul><li>3 benefits for your organisation being more visible in media. </li></ul>
  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>
  7. 7. Exercise II <ul><li>3 key targets groups you could reach via media. </li></ul>
  8. 8. <ul><li>Some of the things we thought of </li></ul>
  9. 9. 1. The good example Desired image
  10. 10. Desired image
  11. 11. Exercise III <ul><li>Describe the desired image of your organisation in one sentence. </li></ul>
  12. 12. Find the journalists Svenska Dagbladet, januari 2008 Consume media Svenska Dagbladet, January 2008
  13. 13. Svenska Dagbladet, June 2008
  14. 14. Svenska Dagbladet, August 2009
  15. 15. Exercise IV <ul><li>List 3 publications your target group could be reached via. </li></ul>
  16. 16. 3. Find your friends ”… Värmland … through The Paper Province managed to upgrade the industry and create a more competitive economy” Make it easy for others
  17. 17. Make it easy for others
  18. 18. Exercise V <ul><li>List 3 relevant allied who could tell your story in media. </li></ul>
  19. 19. 4. Dare to state things Make it easy for others
  20. 20. 5. Think environmentally Recycle
  21. 21. Recycle
  22. 22. Exercise V <ul><li>List 3 stories you could offer to targeted media today. </li></ul>
  23. 23. Example, this conference
  24. 24. <ul><li>RESULTS </li></ul>
  25. 25. Swedish press clippings Source: Retriever
  26. 26. Increased international interest Example, visitors
  27. 27. Awards The Swedish Forest Industry Opinion Maker of the Year
  28. 28. Number of member companies
  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>
  30. 30. b