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Webinar: How to Develop a PR Strategy Based on a Hype Cycle

In this presentation by Freek Janssen, Head of Content EMEA at LEWIS, he discusses the phases that hypes tend to follow and how your PR and content strategy should be different in each stage.

In this presentation, we explain how to claim expertise in a fast-paced sector by covering:

* Picking the right topics and distinguishing yourself
* Developing a distinctive hook and unique voice
* Understanding the phases of a hype cycle
* Creating PR strategies based on these phases

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Webinar: How to Develop a PR Strategy Based on a Hype Cycle

  1. 1. HOW TO DEVELOP A PR STRATEGY BASED ON A HYPE CYCLE? WEBINAR | THURSDAY 19 APRIL | 9:30AM BST | 10:30AM CEST IT’S ALREADY TOMORROW WEBINAR SERIES
  2. 2. TODAYS PRESENTER FREEK JANSSEN HEAD OF CONTENT EMEA AT LEWIS @freek_janssen @teamlewisglobal #IAT
  3. 3. NOT THIS KIND OF HYPE @teamlewisglobal #IAT
  4. 4. HYPES ARE A DAILY REALITY YESTERDAY TODAY TOMORROW Bring Your Own Device Blockchain Quantum Computing @teamlewisglobal #IAT
  5. 5. THEY ALL FOLLOW A CYCLE “It is fairly easy to predict how hypes will develop” @teamlewisglobal #IAT
  6. 6. WHEN DO HYPES MATTER? IF YOUR INDUSTRY IS @teamlewisglobal #IAT 1. FAST-PACED 2. KNOWLEDGE INTENSIVE
  7. 7. ASK YOURSELF TWO QUESTIONS @teamlewisglobal #IAT 1. What is our focus? 2. How do we stand out?
  8. 8. KILLING YOUR DARLINGS IS NERVER EASY INTERNAL PRESSURE: LET’S DO EVERYTHING! YOUR AUDIENCE: 2 OR 3 TOPICS (AT MOST) YOU @teamlewisglobal #IAT
  9. 9. @teamlewisglobal #IAT CASE: IBM
  10. 10. CASE: IBM @teamlewisglobal #IAT
  11. 11. DISCUSS THE FOCUS ON BOARD LEVEL “It’s vital to know the strategic focus of the organization and then align your communication efforts accordingly.” @teamlewisglobal #IAT
  12. 12. AND NOW : STAND OUT! @teamlewisglo
  13. 13. THE HYPE CYCLE THEORY @teamlewisglobal #IAT
  14. 14. TECHNOLOGY TRIGGER @teamlewisglobal #IAT
  15. 15. PEAK OF INFLATED EXPECTATIONS @teamlewisglobal #IAT
  16. 16. TROUGH OF DISILLUSIONMENT @teamlewisglobal #IAT
  17. 17. SLOPE OF ENLIGHTENMENT @teamlewisglobal #IAT
  18. 18. PLATEAU OF PRODUCTIVITY @teamlewisglobal #IAT @teamlewisglobal #IAT
  19. 19. MMM…LOOKS FAMILIAR? @teamlewisglobal #IAT
  20. 20. @teamlewisglobal #IAT TECHNOLOGY TRIGGER: EDUCATE AND CLAIM EXPERTISE § Be there first § Inform § Claim thought leadership § Explain what it means § Explain why it matters § Convince your audience that this is going to be huge
  21. 21. @teamlewisglobal #IAT PEAK OF EXPECTATIONS: DISTINGUISH § Find your unique sound § Follow through § Actively engage in the debate § Invest in influencer relations § Look for speaking opportunities § Organize your own event
  22. 22. @teamlewisglobal #IAT TROUGH OF DISILLUSIONMENT: GET PRACTICAL § Don’t get discouraged by skepticism § Share practical tips and tricks § Celebrate cases of actual applications § Separate facts from fiction
  23. 23. @teamlewisglobal #IAT SLOPE OF ENLIGHTENMENT: SUCCESS & INBOUND MARKETING § Early majority will search for use cases § Focus on reference articles, case study videos § Capture interest through inbound marketing § Invest in SEO & SEA
  24. 24. @teamlewisglobal #IAT PLATEAU OF PRODUCTIVITY: STAY VISIBLE AND RELEVANT § Visibility is key § Increase your share of voice § Keep your audience up-to-date on wins, products and reference cases § Thought leadership to support sales cycles
  25. 25. FIND YOUR UNIQUE SOUND “Don’t go off on your gut feeling, but do research to find out what your audience is actually interested in.” @teamlewisglobal #IAT
  26. 26. THERE IS A HYPE CYCLE FOR EVERYONE § Digital marketing and advertising § Sales § Finance § Healthcare § Supply chain § Legal & compliance @teamlewisglobal #IAT
  27. 27. @teamlewisglobal #IAT RECAP 1. Pick topics that truly matter (to you and your audience) 2. Find out the stage in the hype cycle 3. Base your PR and content strategy 4. Find your unique voice based on data
  28. 28. Q&A’S @teamlewisglobal #IAT
  29. 29. JOIN OUR NEXT WEBINAR: LWS.CO/ITSALREADYTOMORROW

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