Introduction Thanks Moller Horcher for letting me speak, present the UK media landscape and how it compares with that of German speaking countries About me Account manager for b2b side 4 years’ experience in PR Started just before social media started to become mainstream Have seen the way in which social media has influenced the whole of PR Was there when Twitter started – asking ourselves ‘what is this – what can it do?’ About Aspectus PR Deliver global PR campaigns from offices in the US and UK Believer that content is key, the channels are second. We specialise in ensuring this content is as good as possible, and then focus on using the right channels to deliver it. Specialise in financial services, B2B tech and energy technology
What has been happening? Like Gabriele has mentioned, the media landscape is rapidly changing, and the situation is no different in the UK. Directors telling me that 5 years ago, Computing used to be much thicker, lots more content, larger staff. We’ve seen important titles, such as Computer Weekly, revert to an online only model. Others, especially those in the new media sector, have simply disappeared Loss of revenue In the UK, the main problem is that revenues have been reduced. With content freely available online, there is less reason to buy a magazine. This has been reflected across the entire media landscape. Advertising has taken a hit as a result. Publications have had to get rid of staff to reduce overheads to make ends meet. New channels The UK media has responded to this by embracing all the channels that the online world presents. Are using the internet as a much richer medium, and delivering a wider range of content – videos, webcasts, interactive surveys etc. Making it easier for readers to read – supporting tablets, RSS readers etc. Starting to monetise this. Print v online – a clear winner? No winner, just adaptation. Print still carries a lot of weight. Clients like it. However, online has many advantages – quick, content/media rich, SEO/links. Print in the UK clearly has a very healthy future, but as devices become more sophisticated, there is going to be a massive change to online-style magazines.
Changing role of a journalist In the UK’s trade media, a journalist five years ago would be surprised by the way in which journalists work today. While the underlying goal of a journalist hasn’t changed – getting interesting and relevant content to the publication’s audience – the way they go about this is different. Journalists are now curating and managing vast amounts of content for their publication’s website, even if there is a print version, - just look at comms business and comms dealer. This is on top of the interviews and writing they already do. With some smaller titles, especially those who now have less staff, they are desperate for content, as they don’t have the resources to do it all themselves. Content creation For the UK PR industry, creating quality content is still key. However, it is now much more important for UK trade journalists that need to deliver much more content with limited resources. Aspectus PR uses a storyline based approach, which involves writing the content and providing the journalist with the relevant client contacts to speak to, as well as industry research, to ensure the journalist has everything they need to make their life as easy as possible, Delivering the right message With so much content being created, the PR industry in the UK has to ensure that the client’s key messages are included in every piece of copy produced. Once we've produced a storyline package, we’ll adapt it for different vertical sectors, as well as tweaking it in response to breaking news stories. This ensures we have a good supply of quality content that satisfies both the journalist’s need for good quality content, as well as meets the cliients goals of getting their key messages out to their target audiences in order to position themselves as a trustworthy, reliable voice
New client demands PR agencies in the UK are facing changes on two fronts. The media is in a state of flux, and what clients expect from an agency is also changing. For the UK PR industry, it is no longer enough to offer a standard traditional media PR campaign, like many agencies are still doing. For many clients, their websites are their shop windows, and need a PR campaign that will drive traffic to the site. On top of this, they need to ensure that the client’s message is getting everywhere is needs to be, no matter what channels this involves. What should PR agency be delivering for its clients? A complete B2B PR campaign in the UK needs to deliver a range of activities. First and foremost is obviously well written content – press release, case studies, by-lined articles, whitepapers. Then, it needs to have its finger on the pulse of the media – both online and print. When we say media, it is increasingly pointless to differentiate between the two – they are just as important. On top of this,, the PR agency should be embracing social media, ensuring that its client’s voice is in the places it needs to be heard, whether LinkedIn, Twitter or Facebook. Now the market is just as likely to go to Google or social media sites such as Twitter to get the information they need as they are to print publications. UK PR agencies should be creating the most suitable and relevant social media presences for their clients. This all needs to be linked to a robust reporting mechanism if the agency is ever going to prove the value of what they do. They need to show the value of the coverage – circulation, traffic back to website, online conversations created, leads generated etc. SEO and social media The backbone of a modern PR campaign in the UK has to be SEO and social media. Our role as PR’s is to push your stories around these different groups to maximize its longevity ensure it’s seen by as many people as possible to ensure you get maximum value out of the coverage and the content we generate for you. Social media channels can be used to effectively amplify the success of any coverage generated – additional traffic can be driven to the coverage and the client’s website through effective use of social media. This in turn can be made even more effective for the client’s website if content is effectively optimised around the website’s keywords. PR agencies need to incorporate SEO into everything. Whether it is social media sites with links back to the website, hyperlinks in coverage, and ensuring there is a broad section of media linking to the client’s website, the PR agency's role in this is growing.
Ultimately, PR agencies need to be flexible. Simply sticking to the tried and tested ways of carrying out a traditional b2b PR campaign in the UK will not deliver the results the client expects, and will allow an agency to keep the business. PR agencies need to respond to the needs of the client. The role of a PR agency is to deliver a client’s message to its key audience – the way it does this is what needs to be adapted. Embracing new ways of delivering messages and content is key. Whatever this involves, whether a new-fangled social media platform, or simply picking up the phone to the journalist, PR agencies need to be ready to do this. Over the next couple of years, the importance of online and social media will continue to grow. More publications will end up online-only as an increasing number of readers start to consume content through tablet devices. PR agencies need to make sure that the campaigns they are creating continue to support this aspect of PR. Whiel there is a lot of movement in the social media space, PR agencies have to work out what will work for their clients and what won’t. Above all of this though, and something that won’t ever change, is the need to deliver the right messages to the right audience through the right channels. In the UK and the rest of the world, this is paramount.
Changing requirements for B2B PR in the UK – a comparison with German-speaking countries Möller Horcher International PR Day, Berlin, 16 November 2011
UK Media landscape <ul><li>What has been happening? </li></ul><ul><li>Advertising </li></ul><ul><li>New channels </li></ul><ul><li>Print v online – a clear winner? </li></ul>
Working with the media <ul><li>The changing role of a journalist </li></ul><ul><li>Content creation </li></ul><ul><li>Delivering the right message </li></ul>
PR for today’s media world <ul><li>New client demands </li></ul><ul><li>What should a PR agency be expected to do? </li></ul><ul><li>SEO and social media </li></ul>
<ul><li>How do PR agencies need to change? </li></ul><ul><li>What does the future hold? </li></ul>What can we learn from this?