This document outlines a proposed public relations plan for MIPIM FY20 with the following key objectives: 1. Reinforce brand recognition of Reed MIDEM and position MIPIM as the top industry event on par with Davos by attracting more political leaders. 2. Deepen relationships with tier 1 business journalists to secure positive coverage before and after the show. 3. Expand PR coverage beyond regular trade press by cultivating relationships with key international business media and influencers. 4. Implement proactive strategies like creating press materials in advance and meeting journalists before and during the show to improve coverage quality over reactive, last-minute approaches.

1. Proposed PR plan for MIPIM
FY20

2. To reinforce Reed MIDEM brand name recognition, image and positioning
world wide amongst the business press, the customers and the prospects, ie
the world wide R.E and property ecosystem
To position MIPIM show as a World Economic Forum / the new G7 of the RE
industry, to attract more political leaders to MIPIM & new business
To deepen relationships with Tier 1 business journalists to get positive short
and long term coverage for MIPIM, and added value coverage. To reinforce the
coverage quality previous to the show .
To enlarge the PR target outside of regular and usual trade press. To deepen
and strengthen links with key int’l business press & keys influencers*
To target 15 ‘champions’ journalists and /or influencers* amongst the press data
base and developed a highest trusted relationship with them
To be 100% aligned with sales and marketing objectives & strategy
(*) influencers can be for ex Alexandre Allard, not necessarily press
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Press/ Public Relations objectives

3. BEFORE / AFTER
3
NOW
- No real PR strategy
- Some tier 1 journalists
are not identified
- Waste of time with short
notice written interviews
- Reactivity mode
- Emergency mode
- Last minute work
TOMORROW
- Define a clear strategy
- Target the most important Tier 1
journalists
- Anticipation with content creation
- Secure ITV’s and coverage
previous to MIPIM
- Proactive mode
- Set up process
- Better control of business press
Anticipate, secure & control as much as feasible journalists & influencers
Grow & nurture tier 1 business journalists relationship
Deliver ‘added value’ coverage, and not just coverage
Final objectives :

4. ‘Time saving’ with a better upfront organization and processes
set up.
Key documents in FR, GB and German (Russian ? TBD) to be prepared upfront and ready
to use by early November:
- Frequent Asked Questions - FAQ document
- Main Themes doc, develop 5 main themes / trends of upcoming Mipim
- Facts & Figures on up-coming MIPIM (#square m2, #exhibitors etc. )
To introduce new spokesperson's:
- In addition to Ronan & Filipo, other exec from RM can talk to press: ie Solène,
conferences manager, sales exec etc. Those people will be trained on how the press
works. It also means to better engage the employees + deliver more interviews, in less
time.
MIPIM Web Site:
Take better advantage of our web site, to have our customers to interact easily with press.
And get numerous inbound press requests more smoothly full filled
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Objective:
To be able to save time on basic work to develop added value
activities such as PR events prior and during the show

5. Meet with the press BEFORE the show !!
Strategy : to secure articles into business press prior to MIPIM / to meet live with tier 1
press and be able to develop & nurture relationship
Objective : to drive more attendance to MIPIM and develop Reed Midem awarness
Format : breakfast road show with Filipo and/ or Ronan in our key business markets
(SER / Paris , CER / Munich , UK/ London, Middle East / Dubai, Russia/ Moscow)
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Meet with the press DURING the show !!
Strategy : to better control the content of articles into business press / to meet with
important journalists in person / to reward journalists for their time in Cannes
Objective : to improve the coverage quality, less ‘ironic’ / quizz cal mentions about
MIPIM = champagne & leisure time only, a ‘rich people’ private meeting
Format : On day 2 at MIPIM, to invite 20% of the data base tier 1 journalists, for a
cocktail lunch on a beach restaurant in Cannes, not a show off place but a relax
one.

6. More efficient press monitoring
- Create a weekly press review to be sent internaly (all year)
- Use LinkedIn Elevate to Post and repost MIPIM articles and videos
- Prior, during and after MIPIM (~ 3 weeks time frame), daily on line press review to
be send out internaly that employees can share on LinkedIn
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