The document discusses the strategic aspects of digital PR as presented by Gabriele Fuchs at the Innocos conference in 2013, emphasizing the importance of communication and the advantages of digital PR over traditional methods. Digital PR provides broader outreach, higher frequency of information dissemination, and cost-effectiveness compared to classic PR. It also outlines the challenges posed by shifts in the media landscape and advocates for strategic allocations of communication budgets to enhance visibility.

1. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Strategic aspects of Digital PR
Gabriele Fuchs, CEO webportalis

2. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Communication is the key to success!
• PR is the „sister“ of advertising
• average 5-10 % of the communication budget
is for PR

3. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
The advantages of PR:
• trustworthy
• authentic
• informative
• cost-effective

4. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
CLASSIC PR
• focusses on connections
+ personal pitches
• covers a targeted group of
leading media affiliations and
editors
• selected outreach
DIGITAL PR
• focusses on instant information
+ maximum outreach
• offers the whole media
landscape but can be „tailored“
• high frequency of outreach
Classic PR or Digital PR?

5. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
CLASSIC PR
• targets 15-20% of editors
• personal touch
• pre-selected contacts
DIGITAL PR
• reaches +90% of all editors
• independant research
• do-it-yourself
Classic PR or Digital PR?

6. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Turbulences in the media landscape
• dynamic growth of the media
landscape
• predominance of print media
shifts to digital media
• changes in the PR environment
circulation

7. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Turbulences in the media landscape
Development of US magazines 2010 - 2011
Source: http://www.wwd.com/media-news/media-features/fashion-magazines-fall-at-newsstand-5048220
US fashion magazine copies sold % compared to 2010
InStyle 570,272 -8
People Style Watch 504,504 -11.8
Glamour 453,707 -17.5
Elle 250,056 -9
marie claire 198,752 -21.5

8. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Turbulences in the media landscape
Newsstand circulation 2008 - 2011
Source: http://stateofthemedia.org/2012/magazines-are-hopes-for-tablets-overdone/magazines-by-the-numbers/

9. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Source: http://stateofthemedia.org/2013/digital-as-mobile-grows-rapidly-the-pressures-on-news-intensify/digital-by-the-numbers/
Turbulences in the media landscape
Online platforms
2006 – 2012:
increase of 74%!

10. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Challenge: to mantain a Share of Voice, communication
budgets have to grow or become more effective
2000 2013
TV / Radio
Print
Digital PR Print
TV /
Radio
Social
Media
Turbulences in the media landscape
Digital
PR
dynamic
growth

11. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Strategic solution: DIGITAL PR!
• improve efficiency of PR with
- maximum outreach to relevant media
- higher frequency of information
shift 10% of your given budget to Digital PR
and increase visibility!

12. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
INHOUSE or OUTSOURCING?
Strategic solution: DIGITAL PR!

13. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
INHOUSE – BRANDED PRESSROOM
• brand-oriented
• small budget solution, technically simple
• limited media list
• insufficient visitors and traffic
• „one more on the payroll“
Digital PR: INHOUSE or OUTSOURCING?

14. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
OUTSOURCING TO A PR NETWORK
• „big picture“-oriented
• advanced technical solutions and handling
• covers over 90% of the media landscape (print+digital)
• high traffic and downloads
• cost-effective solution
Digital PR: INHOUSE or OUTSOURCING?

15. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Advantages of using a PR network: a professional solution
• multi-brand portfolio
• neutral link between industry, press, organizations + shows
• advanced services
• search engine, drop box
• individual up to date media list by categories
• guaranteed ROI
Digital PR: INHOUSE or OUTSOURCING?

16. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
social
media
pressroomnewswire + +
OUTSOURCING: Advantages of a PR network
associations
companies
bloggers
online
print
trade shows

17. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
Trade
shows
The connections of a PR network
Industry
associations
Professional
organizations

18. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis

19. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis

20. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
• covers 8 countries, including the US, France and Germany
• reaches over 90% of beauty editors in each market,
more than 6,000 overall
• offers a brand portfolio of more than 750 brands, including
major global players
No.1 international PR network
beautypress: facts & figures

21. Pitch Smarter! Strategic Aspects of Digital PR
INNOCOS Nice 5th, 2013
Gabriele Fuchs, webportalis
beautypress.fr
Paris, France
21 boulevard Haussmann
info@beautypress.fr
beautypress.com
New York, NY
333 Hudson Street
info@beautypress.com
beautypress.de
Munich, Germany
Ackermannstraße 3
info@beautypress.de