going live

‘GOING LIVE: HOW PR CAN PUT YOUR COMPANY ON THE MAP’

07TH JUNE 2012

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FINN Public Relations

KRISTIEN VERMOESENMANAGING PARTNER

www.finn.bekristien.vermoesen@finn.beTwitter: @kris10vermoesen

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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“WE ARE QUOTED ON THE STOCK EXCHANGE: WE CAN’T COMMUNICATE WITH THE MEDIA, OR ONLY ABOUT FACTS AND FIGURES”

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“JOURNALISTS ARE ONLY INTERESTED IN GOSSIP”

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“I HAVE SENT A PRESS RELEASE, THEY KNOW ME NOW ”

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“I WILL INVITE A JOURNALIST FOR LUNCH, HE/SHE WILL WRITE SOME-THING ABOUT US”

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“I DON’T KNOW ANY JOURNALISTS, THEY WON’T TALK ABOUT ME.”

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FALSE: JOURNALISTS ARE LOOKING FOR IDEAS, NOT FOR FRIENDS

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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SUPPORT TO BUSINESS DEVELOPMENT - SALES - HRBEYOND INFORMATIVE PRESS RELEASES:

■ PRODUCT PR ■ REPUTATION ■ EXPERT STATUS ■ BRANDING (EMOTION) ■ EMPLOYER BRANDING

“CREDIBILITY”

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0 € 12000 €Subject : ENECOKeyword : ENECO

Publication : TRENDS/TENDANCES Frequency : WEEKLYDate : 17/11/2011 Circulation : 56025Page(s) : 59-61

Ad Value : € 19 006.45 Size : 1 219.85 cm²BE 201111170326T

A4- Page 1 / 3FOR INTERNAL USE ONLYPage Clippings Size : 497.52 cm²

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‘SHARE OF VOICE’ (THROUGH ADVERTISING)

VERSUS

‘CREDIBILITY OF VOICE’(VIA INFLUENCERS)

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PR ARE GROWING, THANKS TO TRENDS IN MEDIA

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VC’S DISCOVER PRSEE FINN BLOG

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(ONLINE) GATEKEEPERS ARE BECOMING MORE ‘EASY’

“CHURNALISM”NEWS IS COVERED “BECAUSE OTHERS TALK ABOUT IT”RISK: IF A CRISIS BREAKS, IT WILL BREAK FAST

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MORE NEWS FOR FEWER JOURNALISTS

GENERALISTS INSTEAD OF SPECIALISTSJOURNALISTS DON’T HAVE A ‘TECHNICAL’ BACKGROUND, YOU HAVE TO EXPLAIN AS MUCH AS YOU CAN TO THEM.

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24 HOUR NEWS CYCLETWITTER > ONLINE > RADIO > TV > PRINT MEDIA

source: Burson Marsteller

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‘WITH AN EVER ACCELERATING NEWS CYCLE, TRADITIONAL MEDIA ARE DEEPENING.’

‘THAT IS WHY JOURNALISTS INCREASINGLY FALL BACK ON “EXPERTS” ’

BETWEEN THE SIXTIES AND 2001: NUMBER OF EXPERTS IN THE ME-DIA

+ 700 % (ERIK ALBAEK, UNIV OF SOUTH DENMARK)

+ 700 %

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PUBLIC RELATIONS ARE NOT MARKETING

MOST COMPANIES HAVE A LOT OF INTERESTING STORIES TO TELL, BUT: “WE DON’T WANT TO COMMUNICATE ABOUT IT, BECAUSE IT DOESN’T FIT WITH OUR MARKETING STRATEGY

PRESS OPPORTUNITIES GO BEYOND MARKETING; DON’T HESITATE TO STRETCH YOUR BRAND, DON’T LIMIT IT TO WHAT YOU CAN DO WITH PAID MEDIA.

THERE IS ALWAYS A WAY TO TRANSLATE ONE OR SEVERAL VALUES OF YOUR COMPANY THROUGH A GOOD PR STORY. BUT YOU CAN’T EXPECT THAT PR CON-VEYS EVERY TINY DETAIL FROM YOUR MARKETING MESSAGE.

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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proximity

significance

prominence

conflict

humaninterest

unusualness

timelinessnewness

STORY MODEL

EMOTION

WORLD

RATIONAL

ME

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NEWNESS: TRENDS & FIGURES, ...

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PROMINENCE: THE “SCALING” AD-VANTAGES OF PUBLIC RELATIONS

IMPORTANCE

■ PEOPLE ■ COMPANIES ■ EVENTS

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TIMELINESS: “WHAT ARE PEOPLE TALKING ABOUT TODAY? ”

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CONFLICT: “WHO DISAGREES WITH WHOM ON WHAT? ”

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UNUSUALNESS: “HON, HAVE YOU SEEN THIS?”

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PROXIMITY: “HAPPENING IN YOUR BACK-YARD...”

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SIGNIFICANCE: “THIS WILL AFFECT YOU TOO”

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HUMAN INTEREST: “WHAT DRIVES THEM? ”

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USE THIS STORY MODEL AS AN EVERYDAY GUIDE. YOU SHOULD ASK YOURSELF CONSTANTLY: “CAN THIS BE OF INTEREST TO A JOURNALIST?”

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STORIES THAT WORKTHE FOUNDER STORY

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STORIES THAT WORKBEHIND THE SCENES

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STORIES THAT WORKINNOVATION & TRENDSE.G. MOBILITY

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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PR TOOLS:

■ 1 TO 1 CONTACT ■ PRESS RELEASE ■ PRESS CONFERENCE ■ PRESS TRIP

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REMEMBER!

LOOK AT THE LONG TERM WHEN INVESTING IN MEDIA RELATIONS, THROUGH A PROACTIVE AND CONSISTENT COMMUNICATION

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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1. OLD NEWSJOURNALISTS HAVE A SIXTH SENSE FOR WHAT’S HOT OR WHAT’S NOT, JUST LIKE LONDON TAXI DRIVERS KNOW THE CITY BY HEART

2. WRONG JOURNALISTBUSINESS AND LIFESTYLE ARE TWO DIFFERENT THINGS

3. MISSING INFORMATIONHR IMAGES, URL, PRICE, CONTACT, ...

4. MISTAKESNAMES, PHONE NUMBERS, E-MAIL, FIGURES, REFERENCES

5. SPAMUNSUBSCRIBE LINK: JOURNALISTS ARE NOT OBLIGED TO RECEIVE YOUR NEWS

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6. “FINAL READ” =! REWRITEFINAL READ=CHECK IF THE INFORMATION IS CORRECT. JOURNALISTS ARE USUALLY BETTER WRITERS THAN YOURSELF

7. RESPECT THE DEADLINE5PM IS 5PM, NOT THE DAY AFTER. MAKE THIS CLEAR FOR EVERYONE IN YOUR ORGANISATION, AT ALL LEVELS (THE SECRETARY TOO)

8. AND STILL... THEN... AND ALSO...JOURNALISTS DON’T HAVE THE TIME OR THE PLACE TO MENTION ALL THE SUBTLETIES

STEREOTYPES AND CLICHES

WHY MEDIA RELATIONS?

WHAT’S A GOOD STORY?

TOOLS

DO’S AND DON’TS

THE IDEAL PRESS RELEASE

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ATTACHMENTS: NO!

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GALA EVENT?: NO!

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DON’T TAKE THE “5W RULE” AT FACE VALUE.

IT IS IMPORTANT TO TELL A STORY.

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WHAT?!?!

Cher journaliste,

Riche en goût, fondant, croustillant et parfumé,Nous sommes beaux, forts, et nous avons du caractère.

QUI SOMMES NOUS ?

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“YOU ARE OUR SECOND OPTION”. WORSE, “YOUR TARGET AUDIENCE, YOUR HOUSE STYLE AND THE WAY YOU AP-PROACH THINGS IN YOUR MAGAZINE COMPLETELY MATCH WHAT WE ARE LOOK-ING FOR.” (HINT: CALL THE ADVERTISING DEPARTMENT)

ABOUT US

finn

finn‘GOING LIVE’

PR | SOCIAL | COMMUNICATION | BRANDING

finnfinnQUESTIONS?

FEEL FREE TO ASK THEM NOW, OR SEND AN E-MAIL TO :

KRISTIEN.VERMOESEN@FINN.BETWITTER : @KRIS10VERMOESENRSSFEED : HTTP://WWW.FINN.BE/FINN.RSS