I. Strategic communication„I often went fishing up in the Maine during the summer.Personally I am very fond of strawberries and cream, but Ihave found that for some strange reason, fish prefer worms.So when I went fishing I didn’t think about what I wanted. Ithought about what they wanted. I didn’t bait the hook withstrawberries and cream. Rather, I dangled a worm orgrasshopper in front of the fish and said: “Wouldn’t you like tohave that?”Why not use the same common sense when fishing forpeople? ”Dale Carnegie, How to Win Friends and Influence People
I. My „buyer personas“• David Meerman Scott• Detail description of your “public” – Who he is: gender, age, education, lifestyle, consumer habits – What he is dealing with: what are his main dilemmas and challenges? How does my product help him to solve them and to boost his value and self-esteem? – When, where: when is it best to talk to him? When is it best for him to receive my solution? – How: how does my buyer communicate? What words does he use to describe his dilemma and my product? What communication channels is he using to receive information and talk to fellow people?
I. My „buyer personas“• My personas – Tomáš the Spokesman – Pan ředitel – Mrs. HR – Hanka, the PR account – Karin, the entrepreneur – Mr. Expat
I. Testing, testing, testing• Why do people avoid testing? – Big ego: I know what I’m supposed to do – Fear from negative feedback – Challenge to make sense from the feedback received
I. Strategic communication Vision Audience identification Communication channels Communication tactics
I. Communication planDirect communication Media communication Social communication • Web • Storytelling: • Strategy + • Blog company, resources • Newsletter product, person • Social channels: • Mailing and e- • Market LinkedIn, Twitter, mailing understanding: Facebook, focus on opinion Google+ apod. • Event marketing makers • Visual apod. • Personal relations communication: • Quality media YouTube, Vimeo materials: press apod. releases, pictures
II. Direct communication - web• The treasure hunt: Sales vs. Presentation vs. Interaction• Up-to-date: data, company info etc.• Regular update: blog, social media (Facebook, Twitter)• SEO – key issue – Client releases vs. press releases You must focus fanatically on your goals to succeed!
II. Direct communication - bloghttp://www.zuno.cz/o-nas/blog/ http://www.bhphotovideo.com/insights/ For whom do we write our blog? For ourselves?
II. Direct communication - newsletter• Quality CRM from the start• Goals: – Remind people that you exist – Inform on your news – Convince & be attractive – Give in order to receive (know-how, tips and entertainment).Brevity bears fruits.
Media communication - story• People need: – Emotions – Action, conflict – Something easy to remember• Reporters need: – A story – News – Exclusivity
Characteristics of a story• A single theme, clearly defined – The Red Line• A well developed plot / conflict – The rich / the poor – The strong / the weak – The lonely / the crowd 2010 EX: “Khaled Meshaal, the leader of Hamas, turns away in disgust from the big flat-screen television in his heavily guarded office in Damascus.” Newsweek, October 18,
Characteristics of a story• Style – Simple, human, non-convoluted – Concrete, simple nouns – no slang, no abbreviations – Vivid word pictures – Comparisons, metaphors – Verbs = dynamic text – Pleasing sounds and rhythm• Dramatic appeal
The audience is the king• Appropriateness to listeners / readers = audience • Local / regional / national / global • Tabloid / high quality • Young / mature / aged • Wealthy / less wealthy • Educated / less educated • Economic / lifestyle / hobby etc.
What’s needed?• Lifestyle & social: needs elements of human interest, stories about real human beings• Political: needs arguments, debate, controversy• Business: needs figures, facts, predictions, trends, comments on the market, ideas for new business opportunities• Technology: needs facts, trends, expertise• Leisure: needs to relax
Typology of the media• By technology: – traditional: print, radio, TV – digital: information portals, blogs – social: social media• By content: – serious vs. tabloid – wishful vs. toxic media
How does a newsroom work?• Reporter• Editor• Head of the section – news, business, lifestyle• Deputy editor-in-chief• Editor-in-chief• Publisher• Interns
Newsroom processes• Newsroom meeting: all newsroom / department• Reporter brings the idea• The newsroom contributes to developing the idea: collective memory• Sourcing• Writing• Editing• Deadlines and publication• Corrections and apologies
Media relations – personal relations• Why they are important? – Free visibility: column publication, expert articles – You build your reputation long term: regular quotations – Crisis communication management• How to handle that? – Personally – I give in order to receive – Understanding and support.
Jour job…• Vision, story, messages – 1, 2, 3 – Speak in sound bites / slogans!• Prepare quality media materials – Media kit – Press releases – Pictures of your company, management – Client surveys – Strong and funny quotes – Powerful, informative and entertaining expert articles
What is a „sound bite“?“Minimum of words with a maximum of sense.”
Media kit• One paper sheet• Short company profile: – Who: name of company, owners, shareholders – What: field of activity, references – Where: address, contacts – When: you launched, main milestones – Why and how: further relevant details (market info, awards etc.)
Web newsroom• What belongs there: – Media kit – Management description and their specialization plus contacts – Downloadable pictures of your management and work processes – Press releases – Story quotes – Further illustrative information (client surveys, info-graphics).
Social media• Content and tone according to your buyer personas and platform• Facebook = emotions (pictures, video, info, links)• LinkedIn = business development• Twitter = follow and share news and trends• YouTube, Vimeo = visual content• Google+ = early adopters• Others, according to your needs.