4. Belgians are News
Junkies!
> 4 Belgians out of 5 check the news at least 1 time a day!
> 1 Belgian out of 5 does that at least 3 times a day.
5. 8 Belgians out of 10 listens to
the radio every day
> Also youth!
> Belgians are real ‘car listeners’ (traffic)
6. Conclusion: Belgians stay loyal to traditional press, unless the social revolution
93% : TV
83% : Radio
74% : Site/app of TV- or radio station, newspaper of magazine
70% : Newspaper
70% : Newsletters
68% : Social Media
How do you follow the news?
8. 7 Belgians out of 10 are worried
about the impact of Fake News on
society*
Role journalists as gatekeepers
> more important than ever!
Impact on PR-pro’s
> Credibility and professionalism more important than ever!
* Kantar TNS
12. THE BIG 8
Conflict
No problem/conflict, no story
Prominency / celebrity
Involvement of (international) experts,
heroes, politicians, celebrities,…
Human Interest / emotion
Focus on emotional impact. Does this
news touches the audience?
Impact / consequence
Impact (on society)
The more impact on a big part of the
audience of media, the more relevant.
Oddity / Rarity / Novel
Unusual, rare, amazing, …
Proximity
Close to home, easy accessible,
recognisable, concrete…
Timeliness, immediacy
Hard news can never be ‘old news’
Currency
High interest to the public. Usually
based on topical, current events.
Elections, International Womans Day,
Olympic Games, …
18. A good press story is never ‘just’
a press release
+ +
Press release 14 CEO-testimonials Self-test with viral potential
20. OK, NOW WE CAN START WRITING!
YOU GOT YOUR STORY?
21. Get the basics right
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
22. Get the basics right
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
23. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
24. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
We’re all human. Journalists too…
Beware of the time (& attention span) —> keep it short!
Write in a structured way, with short sentences and simple language.
25. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
We’re all human. Journalists too…
Beware of the time (& attention span) —> keep it short!
Write in a structured way, with short sentences and simple language.
Be credible, proof your story to be right!
Experts (quotes), facts & figures, …
A press release is no sales pitch! —> A statement
(a promise) without proof is no story for press!
26. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
We’re all human. Journalists too…
Beware of the time (& attention span) —> keep it short!
Write in a structured way, with short sentences and simple language.
Storytelling is more than words alone!
Every medium has its own needs.
TV >< Print >< Online
Be credible, proof your story to be right!
Experts (quotes), facts & figures, …
A press release is no sales pitch! —> A statement
(a promise) without proof is no story for press!
27. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
We’re all human. Journalists too…
Beware of the time (& attention span) —> keep it short!
Write in a structured way, with short sentences and simple language.
Storytelling is more than words alone!
Every medium has its own needs.
TV >< Print >< Online
Be credible, proof your story to be right!
Experts (quotes), facts & figures, …
A press release is no sales pitch! —> A statement
(a promise) without proof is no story for press!
Availability of a (relevant and credible)
spokes person once you sent out the
press release.
28. Get the basics right
Inspire the journalist, build his story!
Inspiring quotes, testimonials, ‘Flair’-lists, …
5 W’S
Who, what, why, where, when,…
It all starts with the headline(s)!
Inspire/trigger a journalist from the start.
We’re all human. Journalists too…
Beware of the time (& attention span) —> keep it short!
Write in a structured way, with short sentences and simple language.
Storytelling is more than words alone!
Every medium has its own needs.
TV >< Print >< Online
Be credible, proof your story to be right!
Experts (quotes), facts & figures, …
A press release is no sales pitch! —> A statement
(a promise) without proof is no story for press!
Availability of a (relevant and credible)
spokes person once you sent out the
press release.
PITCH!
As personalised as you can…
GOLD - CANNES LIONS - 2018
THE FLIPMCDONALD'SWE ARE UNLIMITED2018
PR EXCELLENCE IN PR CORPORATE SOCIAL RESPONSIBILITY
CAMPAIGN DESCRIPTION
On one day, across the country, the world's most recognized brand mark was transformed into a symbol of gratitude for women-past and present-celebrating their contributions and stories that have made the company what it is today.
EXECUTION
On March 8th - International Women's Day - McDonald's flipped the iconic Golden Arches from "M" to "W" in 100 female-owned McDonald's restaurants across the U.S. and highlighted stories from some of the most iconic female figures in the company's history. We created a documentary-style online film featuring the most inspiring stories from this esteemed group - Patricia Williams. Cashing in her 401K over 30 years ago and taking prejudice head-on, Patricia and her two daughters overcame adversity and now own 18+ restaurants in California. McDonald's owned social and digital channels showcased The Flip and shared inspiring stories.Social posts from Steve Easterbrook (Global CEO), Wendy Lewis (Global CDO), Melissa Kersey (US CPO), and key female franchisees amplified the brand's continued support of women.A robust press outreach effort garnered coverage in AdAge, Adweek, Cosmopolitan, FoxNews, Glamour, LA Times, USA Today, NBC News, GMA, The Today Show and others
OUTCOME
The one-day event generated nearly 830 press mentions, 15M+ earned media impressions, and 1.6B+ global impressions to date. On International Women's Day, McDonald's was the most searched brand on Google. And, "McDonald's International Women's Day" was the second-most searched query of the day.
RELEVANCY
On one day, across the country, the McDonald's Golden Arches - the world's most iconic logo - was flipped from "M" to "W." In 100 female-owned restaurants, signage, packaging, crew uniforms, and digital / social communications showcased The Flip to recognize, celebrate, and inspire women everywhere on International Women's Day.
STRATEGY
Our ambition was to find a meaningful moment in time to honor the women of McDonald's, past and present, celebrating their personal stories and the contributions they've made to their communities, the company, the brand, and beyond. Accordingly, we targeted employees, franchisees, customers, and local communities across the country with an unprecedented and unmistakable act: flipping the iconic McDonald's logo from "M" to "W" on International Women's Day.We successfully pitched the story to key news outlets and amplified the effort via blog posts and testimonials from key McDonald's stakeholders, providing additional context for the brand's continued support of women and partnerships with gender equality champions like IWD, UNIDOS, National Urban League, True Blue Inclusion, YWCA, and Catalyst.
SYNOPSIS
As a pioneer of the franchisee model, no one knows better than McDonald's that people are what make or break a company. For 60+ years, the brand has thrived by nurturing one of the most diverse workforces on the planet. In the U.S., today, men are 30% more likely to get promoted to managerial positions*. At McDonald's, however, 60% of U.S. managers are women, and hundreds more are owners/operators. A statistic that speaks volumes about the company's inclusive POV and progressive actions. Women have always played a fundamental role in McDonald's history and remain critical to its future. Accordingly, on International Women's Day, McDonald's honored women with a simple, poignant act: transforming the most iconic logo in the world into a beacon for its female workforce. *2017 McKinsey / LeanIn.Org Women on the Workforce study
GOLD - CANNES LIONS - 2017
SAVLON HEALTHY HANDS CHALK STICKSITC SAVLONOGILVY & MATHER MUMBAI2017
PR SECTORS HEALTHCARE & WELLBEING
CAMPAIGN DESCRIPTION
Primary grade students in rural schools still use black-slate and chalk sticks to write with. After frequently writing and wiping the slate with their bare hands, it is common for the chalk powder to get smeared all over their hands. So Savlon introduced Savlon Healthy Hands Chalk Sticks - special chalk sticks infused with soap. These could be used to write just like regular chalk sticks, but the chalk powder accumulated on kids' hands acted as cleansing soap when their hands came in contact with water. This simple innovation automatically turned washing hands with soap into an everyday habit without requiring any extra effort from children.
EXECUTION
Under ‘Healthy India Mission’, in the first phase, rural schools on the outskirts of 20 cities across India were chosen on the basis of health reports of students. These special chalk sticks were then distributed directly to these schools, enabling more than 150,000 students to change their habits within 3 weeks of use.Owing to a great response and demand from schools and NGOs across the country, distribution models were set in place for NGOs whose requirements exceeded over 50,000 boxes.Once implemented in 100 schools, On Children's Day, this innovation was released as an online video resulting in widespread social media coverage. This led to a huge demand from general public for these special chalk sticks. For the second phase, a distribution model has been planned in collaboration with some of the largest NGOs in the country.
OUTCOME
• 79 newspapers publicized this innovation. • India’s No.1 Hindi news channel featured the story at prime-time. • This simple idea sparked conversation about hand-washing with a reach of 5.1 million on Twitter and 4.3 million on Facebook in just the first 4 days.• It reached 5,105,340 parents via parental blogs and micro-communities online.• These chalk sticks have helped induce the habit of hand-washing with soap in more than 150,000 children, spanning 100 schools in India. • This generated a large demand from schools and NGOs.• The world’s largest provider of mid-day meals in schools – ‘Akshaya Patra’ has approached us to distribute these chalk sticks, reaching more that an million kids every day.• This simple innovation helped in Savlon’s re-launch in the country as a major player in the health & hygiene category.
RELEVANCY
The innovation was featured in over 79 local newspapers and on India’s No.1 Hindi news channel at prime-time. It sparked conversation about hand-washing with a reach of 5.1 million on Twitter and 4.3 million on Facebook in just the first 4 days. It also reached 5,105,340 parents through micro-communities and blogs. All this gave us our biggest prize - ‘Akshaya Patra’, the world’s largest provider of mid-day meals in schools approached us to distribute these chalk sticks, reaching more than a million kids every day. This single promotion helped establish Savlon as a major player in the health & hygiene category.
STRATEGY
Being a health & hygiene brand in India, Savlon’s primary task was to address one of the most critical issues prevalent in rural India – poor hand hygiene. Kids were at risk the most, so we decided to reach them, making them aware about good hand hygiene. We were aiming for a behavioral change, so our solution had to be uncomplicated, cost-effective and at the same time certified safe for children to adopt.On children's day, this innovation was released as an online video to start a conversation about the importance of hand hygiene in children. This conversation also reached 5 million parents via micro-communities, celebrities and parental blogs.
SYNOPSIS
Millions of children across rural India still don't have the habit of washing hands with soap before eating. Because they believe washing hands with water is enough. Since children do not take up new habits easily, Savlon, a brand associated with health and hygiene, needed to come up with an idea to help inculcate the habit of using soap when washing hands. Under Savlon’s ongoing school outreach initiative - ‘Healthy India Mission’, the task was to come up with a simple, low-cost solution that could be easily implemented in rural schools across the country.
GOLD - CANNES LIONS - 2018
THE MOST GERMAN SUPERMARKETEDEKA ZENTRALE AG & CO. KGJUNG VON MATT2018
PR TECHNIQUES USE OF EVENTS & STUNTS
CAMPAIGN DESCRIPTION
The year 2017: Brexit, Trump wants to built a wall between the USA and Mexico and the right wing party AfD has good chances to become part of the German parliament. Even so it’s the diversity of different nations that shapes our world, people seem to be more and more scared by it. So in the election year 2017 German supermarket EDEKA decided to make powerful statement for more diversity and banned more than 20.800 foreign products and products with ingredients from other countries from their supermarket. Instead they opened the most German supermarket ever with products made in Germany only. Between empty shelves customers saw for themselves how less diversity really looks like. Thanks to customers who filmed everything and immediately shared it online the stunt went viral the very same day.
EXECUTION
After almost one year of preparation, the shelves of one EDEKA market in Hamburg were finally emptied. Just one day later, on the 19th of August 2017, the most German supermarket ever opened its doors.Customers visiting the market were allowed to take pictures and videos while we were filming their reactions. Thanks to material shared by them the stunt went viral the very same day.Two weeks later, on the 31st of August, we published the video material shot during the stunt. By then people all over the world had already shared videos and photos on Social Media. News and magazines referred to our experiment and we became part of an ongoing worldwide discussion about racism and diversity.
OUTCOME
More than 117 articles were published on this subject worldwide. More than 10,000 posts were generated on social media, with an engagement of 328,000 users. Around 9,000 followers were reached on Twitter - around 9 million on Facebook. User shared the content over 30.000 times. Worldwide, the campaign reaches more than 105 million people. After the stunt EDEKA generated 18,000 new followers. We hoped that this idea - just a week before the federal election in Germany – would make people think about the situation in Europe and open their eyes that diversity is important for everyone of us. Instead we got an even better result: a worldwide discussion about diversity and xenophobia.
RELEVANCY
The relevance of German supermarket derives from the very intense relationship that was created during the course of this event. It started a broad conversation within the online community and induced great public attention both on national and international level. Since the brand took a clear position with this prank it’s clear to say that there were also customers shied away. But deepened the relationship to those who share our views on diversity and equality. A consequence that we gladly accept considering the importance of the topic.
STRATEGY
Target audience (consumer demographic/individuals/organisations), Target media, PR planning, ApproachThe EDEKA target group consists of a wide range of people. Mostly adults with a regulated income from the upper middle class. The aim was to reach precisely these people, as they also deal with political conflicts. The stunt should therefore take place in a supermarket to reach the typical clientele.
SYNOPSIS
The year 2017: Brexit, Trump wants to built a wall between the USA and Mexico and the right wing party AfD has good chances to become part of the German parliament. Even so it’s the diversity of different nations that shapes our world, people seem to be more and more scared by it. German supermarket EDEKA wanted to make a powerful statement pro diversity and against xenophobia by doing what they do best: selling groceries. Or in this case by stop selling them.
