baltic pr week – time for opportunities. andréasson public relations andréasson pr is one of...
TRANSCRIPT
Baltic PR Week – Time for opportunities
Andréasson Public Relations
Andréasson PR is one of Sweden's oldest PR-firms, founded by Petter Andréasson in 1987.
Fifteen senior consultants, based in Stockholm. Swedish representative of Fleishman-Hillard.
Specialists in Public Affairs, brand building PR, media relations, market-PR, investor relations, corporate communications, crisis communications.
People
Business
Society
Corporate
Services and products
Thinking outside the box
Communication in change
Changing media landscape•Less authority – more participants
•Recipients demands value
•Exploding competition but more fragmentasized media
European communication trends 1
Recession accelerate changes•People are tired of advertising
•Generation Free
•Away from one-way communication
European communication trends 2
European communication trends 3
Polarization of demand of services •Towards the strategic level AND
•Towards in store-marketing
•Traditional market-PR evolving. Brand building takes place in social media.
European communcations industry trends 1
Larger agencies survives the recession•Bigger is safer
•PR-firms develop PA-services
•Brains are cheaper!
European communications industry trends 2
A new market of social media services•Monitoring
•Planning
•Engaging
European economy in recession…
GDP drop and unemployment rise•Substantial EU27 countries GDP-drop. Forecast for 2009 -3,2 and
2010 0,2%, unemployment up to 9% 2009.
•Industrial production in EU27 countries fell 17% June 2009 compared to June 2008. Purchases of capital goods fell 20,5%, durable consumer goods 21,8% and non durable consumer goods 2,4% the same time
•Economic recovery sighted but lag in employment. Unemployment peaks in 2011
…creates new opportunities 1
Hardship promotes innovation•Creativity compensate lack of funds
•“Creative destruction”
•Disney, Microsoft, Apple’s iPod all launched during recessions
…creates new opportunities 2
Earned media rather than paid media •Cutbacks in advertising budgets opens up PR/PA opportunities
•Alternatives becomes more attractive
•New land to discover
…creates new opportunities 3
PR/PA plays a key role in recessions•Complex messages
•Lot’s of stakeholders up on their toes
•Businesses in trouble often need us more than their successful counterparts
Conclusion
“It is not the strong, nor the intelligent who survive, but those who are quickest to
adapt.” Charles Darwin
