ing: challenges for pr & media relations in a changing media land scape

Challenges for PR & Media Relations in a constantly changing media landscape Social Media & PR Summit 2013 | Amsterdam, May 16th 2013 Cindy Penders (@cindypenders1), Manager External Communications @ING Netherlands

Challenges for PR & Media Relations in a changing media landscape 1

Social Media & PR Summit 2013 15-‐05-‐2013 2


AP Hack


ING online banking incident


Financial crisis and merger of two banks

15-‐05-‐2013 Social Media & PR Summit 2013 6

“ trust is hard to gain but easy to lose”

The changing society 2

15-‐05-‐2013 7 Social Media & PR Summit 2013

15-‐05-‐2013 Social Media & PR Summit 2013

The changing society

•  Change in economic climate

•  Change in poli?cal climate

•  Sociological changes

•  Technological changes and innova?ons

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The changing media landscape 3



The changing media landscape

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•  Tradi?onal business models disappearing -‐> dras?c cuts in editorial teams

•  Efficiency and ?me management are crucial

•  Work method has changed: publish first, post correc?ve updates if necessary

•  In social media ‘hearing both sides’ has no meaning at all

•  Mutual compe??on between newsrooms has intensified


•  Almost every reporter is on TwiVer

•  Reporters can expect to have large groups of followers

•  Reports that would not appear on television or in a newspaper are now being posted on TwiVer

•  TwiVer has become a major source for many consumers

•  TwiVer has become a major source for editorial teams

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The changing media landscape


Social Media as a reliable source

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•  44% of the PR professionals surveyed consider social media to be reliable

•  44% of the journalists and bloggers consider social media to be reliable

•  53% of the journalists and bloggers say that social media are now their most important source of informa?on

•  76% of the journalists and bloggers admit that the rise of social media has resulted in less thorough fact-‐checking


News consumption

Printed newspapers

Websites

Social media

Apps smartphone

Apps tablet

Trends in Digital media, GfK, 2012

The impact on PR & Media Relations 4



“ More than par5cipa5on, this new era is all about an5cipa5on”


Impact on PR & Media Relations

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•  External Communica?ons has become 24/7

•  Organisa?ons are expected to be swi^ and transparent

•  Spokespersons must be given trust and a mandate to respond

•  Spokespersons should act as the antennae of society

•  Measuring and analysing is crucial


“ Building and protec5ng the corporate reputa5on has become more important”


Expanding the PR toolbox

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•  Social media are an indispensible part of our resource mix

•  Social media do not replace ‘tradi?onal media’

•  Social media help to extend your range, but this doesn’t mean by defini?on you are reaching the right people

•  ‘Tradi?onal media’ are s?ll important and will remain so

•  Challenge: finding the right tools for the job in the ever-‐growing PR toolbox


“ Storytelling is in fact content marke5ng”


Storytelling and the use of e.g. visuals

How is ING dealing with the changes? 5



Anticipation

•  Merging PR & Media Rela?ons and Stakeholder Management -‐> External Communica?ons

•  Se_ng up integrated teams, in close coopera?on with other communica?on disciplines

•  Tearing down silos

•  External Communica?ons works closely with ING Webcare Team and Conversa?on Centre

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Webcare Conversa3on Centre

External Communica3ons

Answering ques?ons and compliants

Dialogue with our customers

Managing Reputa?on

Lessons learned: online banking incident 6


Restoring trust and improving your impact 7



par?cipate

deliver on promise

an?cipate open

alert

dialogue

admit learn

know key influencers

measure

analyse

storytelling

transparent

director

quick

PR toolkit

Summary & conclusion 8



Summary & conclusion

38

The condi?ons in which we have to act have changed and will con?nuously change

This calls for a different approach, mentality and use of your skills

And although 23% of PR professionals state that they are ‘ruled by incidents that are blown up in social media’....

.... the rules of the game with regard to communica?ons are s?ll the same and apply now more then ever


“Society, the media landscape and technology are changing.

So is our profession. There’s no end to this; it’s an ongoing process”


“ More than par5cipa5on, this new era is all about an5cipa5on”

Cindy Penders | ING Nederland

@cindypenders1 [email protected]

Any questions? 9

Cindy Penders www.ing.nl/nieuws


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