marina brandbury
TRANSCRIPT
Marina BradburyAgendaParisTHINK GLOBAL
ACT LOCAL SUCCESSFUL CULTURAL PR IN A CHANGING
WORLD
AGENDA
CULTURAL DIFFERENCE
GLOBAL PLAYER - LOCAL REPUTATION
WHY BUILD A GLOBAL CAMPAIGN?
LOOK AT THE WHOLE ORGANISATION
Focus on your DNA - SWOT Strengths Weaknesses > Opportuniti es > ThreatsPlan long-term Listen and compareFind competi ti ve advantages
BUILD A BRAND
GEOGRAPHICAL APPROACH
Identi fying key messages for each countryDefi ning a media wish-listFinding the ‘hook’Building on-going relati onships with journalistsGiving more visibility to the director Pablo Jimenez
BurilloBuilding a corporate brand through networking
MEDIA STRATEGY
ON-MESSAGE PRESS COVERAGE ACROSS EUROPE
Le Journal des Arts (France) January 2012 Financial Times Weekend (UK) May 2011
Apollo Magazine (UK) July 2012
10 KEY LEARNINGS
DON’T…1) Be discouraged
2) Wait for information
3) Focus on quantity
4) Start a campaign as a one-off5) Limit yourself to traditional media
DO…1) Understand the environment 2) Be patient 3) Tailor your message 4) Show the benefits5) Build an ambassadors’ network
BUILDING A CORPORATE PROFILE
Paola and Nadia
CTM 12 New York
Pablo Jiménez Burillo, Director General of Fundación Mapfre Senior staff at CTM 12
THINK CROSS-CULTURAL
Marina [email protected]
www.agendacom.com
www.communicati ngthemuseum.com
CONTACT US
Facebook.com/agendaagencyFacebook.com/communicatingthemuseum
Twitter.com/agendaparisTwitter.com/Marina_Bradbury