pr review… q2 & q3 ’13 mark waite managing director cohesive communications
Post on 28-Dec-2015
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Hot off the press – Q2
April• Nutanix appointment
May• MEE Roadshows
June• Q1 financials (Big Security)• Group COO appointment
Hot off the press – Q3
July• MEE survey findings
September (in production)• Arbor survey findings
In denial about modern DDoS threats
• H1 financial results
Q2 & Q3 coverage…
2013-04 2013-05 2013-06 2013-07 2013-08 2013-090
50
100
150
200
250
171
47
91
209
57
74
4229
19 21
54
10
103 103
42 46
203
27
150
58
211
58
32
50
Exclusive Networks v Competitors Arrow ECS
Avnet
Computerlinks
Exclusive Networks
month
hits
In the pipeline…
Q3• Half year results press release• New hire (Director of Corporate
Development)• Secureway acquisition & funding• 'When the app is free…' and 'Rapid
Response Remediation' opinion articles
Q4• Passport launch • CARM launch • Two more acquisitions• European media tour with Barrie & Olivier
Objectives
Create a dashboard view of the infrastructure and processes for PR outreach and ongoing communications with the trade media in each European territoryUnderstand who undertakes PR activity and the current practices for pitching/distribution of Exclusive Networks GroupStatus for the level of understanding around the Exclusive Networks proposition in each marketIdentifying key target publications valuable to the brand, and the degree to which relationships exist and might be leveraged for greater understanding and exposure
PR Audit #1
Country Office Contact External PR Agency? Contact at agencyConduct own PR?
Share with Group?
How do you use Group Releases?
Belgium Jurgen DeWolf No N/A Yes Yes Translate and send to media, also post on website and Tweet
Finland James Holohan OSG Toni Perez No No Translate, pass to agency, post on website and issue to partners
France Virginie Mouton Edelman Charles Catherinot Yes Yes Translate, send to agency and media, post on website and Tweet
Germany Dinah Kuke-Hartwig Punktgenau PR Evi Hierlmeier Yes No Pass to agency, post on website and Tweet
Italy Chiara Di Iorio No N/A Yes No Translate, issue to partners, post on website and Tweet
Portugal Diogo Oliviera No N/A Yes No Translate and post on website
Spain Juan-Manuel Lopez Advance Comunicacion María José Rico Yes Yes Translate, pass to agency, issue to partners, post on website and Tweet
Sweden James Holohan Northern Link PR Jan Fredriksson No No Translate, pass to agency, issue to partners, post on website
Switzerland Patrick Hulliger No, however the German partner agency has been used ad hoc
No No Distribute to partners if relevant
UK Caroline Thomas Cohesive Communications David Evans Yes Yes Issue to media, post on website
PR Audit #2
Country OfficeDo you have a good
relationship and profile with channel media?
Meet with media?
Media understanding of
business?
Agency understanding of
business?Top 5 channel publications
Q2/Q3 Coverage
Editorial v Advertising
Belgium Yes (relationship) Yes (profile)
Occasionally ***** (5) N/A Datanews, ChannelWorld, Minoc, ZDNet 0
Finland Yes (relationship) No (profile)
Rarely * (1) ********** (10) TiVi.fi, DigiToday3
France Yes (relationship) Yes (profile)
Occasionally ***** (5) ****** (6) Channel News, 01, Distributique, Global Security Mag EDI 40
Germany Yes (relationship) Yes (profile)
Rarely ******* (7) ********** (10) CRN.de, Channelpartner, Heise.de, IT Business 298
Italy Yes (relationship) No (profile)
Occasionally ******* (7) N/A Office Automation, Executive.it, ICT Security 1
Portugal Yes (relationship) Never *** (3) N/A Channel Partner, Semana Informatica, Computerworld 2
Spain Yes (relationship) Yes (profile)
Frequently ********* (9) ********** (10) SIC (security(, Redes Y Seguridad, Channel Partner 102
Sweden Yes (relationship) No (profile)
Rarely ***** (5) ******** (8) idg.se, it24.se, techworld.idg.se, computersweden.se, Sakerhet24
1
Switzerland No (either) Never ***** (5) N/A ??? 16
UK Yes (relationship) Yes (profile)
Occasionally ********** (10) ********** (10) CRN, Microscope, ChannelPro, IT Europa, Channel Register 61 E
Findings
Exclusive Networks Group press releases are received best when they relate to results, acquisitions and major vendorsMedia contact is happening in most territoriesIn some places, media awareness/understanding is very high but overall the picture is still good though with work still to doThose who don’t have external PR support say they need it, and those who do want more!
Follow up questions for discussion
Do your local media value relationships, or is a purely commercial model?What is happening over and above press release distribution?How would you like Exclusive Networks Group press releases to change, if at all?How could your/your agency support the requirement to arrange a schedule of media briefings for Olivier as part of a pan-EMEA tour?
Messaging hierarchy…
• €billions strategy• Reach of a broadliner, value of a specialist• One contact, many connectionsSuper
VAD• Mobility, collaboration, application
centric, user driven• IT enablement – visibility, control,
compliance
Smarter Social Enterprise
• Mobile Enterprise Eco-system• PASSport• CARMInitiatives
• Nexus of 4 forces – cloud computing, social, mobile, BIG data
Technologies & issuesBYOx, Enterprise Mobility Management, CoIT, APTs, post breach, DDoS, endpoint security,
cloud-based networking
What makes a Super VAD
Partners• Top 3 key value-added
distribution attributes 1st – Technical Excellence 2nd – Marketing Support 3rd – Credit Facilities
• 70% lead gen as #1 need • 66% proxy in pre-sales• 64% post-sales support• Only 16% associated value-
adding competence with big distributors
Analyst• Superior financial strength• Ability to create Sales Opps
thru Mktg• Staying 2 to 3 steps ahead of
tech trends• Integrated approach with
reseller partners• The ability to create and
enable the channel for vendors
• Professional/consulting services
• De facto pre-sales for partners
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