mipaa 2018 - mark harrison - media writing and multi-media ... · your trusted adviser in the...
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Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
Mark Harrison: MIPAA Chairman and Communications Director Imprimatur § PR 10 years ago: no interest in the customer
§ What it looks like now
§ What are you doing it for
§ The importance of markets
§ The importance of language
§ The importance of planning
§ PR in the mix: it’s all about the customer
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ Who am I and why am I here u Landscape Architect u PR professional u Regional Director u Commercial Operations Director u Chairman MIPAA 2008 u Chairman MIPAA 2018 u Communications Director Imprimatur
• PR • Marketing • Aftersales • Sales
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What PR looked like 10 years ago “Traditional” u Speak to journalists u Write a press release u Organise a press launch u Invite journalists u Drink champagne u Get lots of nice press coverage u Do it again u Don’t engage with customers u Oversimplifies
• Close factories (Dagenham) • Launch brands (MINI) • Change markets (LWR) • Deal with Watchdog (Customers)
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What PR looked like 10 years ago “Traditional”
Managed Messages
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What it looks like now u Twitter u YouTube u Shmee150 u Journalists u International automotive websites u Jalopnik u Radio u Mail Online u Experience over knowledge / speed over depth u A radically changing industry
• CASE • Dyson / Google / Didi Chuxing • China / India
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What PR looks like now
Entertainment
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What it looks like now u Still need
• Written content • Journalist relations • Pictures • Influence • Targeted and broad-brush distribution • An answer when the CEO says “what are we going to do about that
then?” • So, after you have finished filming with a YouTuber for a viral
campaign and teased it on Twitter, never forget…..
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ You hold the keys to…
Corporate Reputation
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What are you doing it for?
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ What are you doing it for
Awareness
Trust
Orders
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
Awareness: people and power of the image
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
Trust: only PR can tell the business story
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
Product sells! Covers are everything (and top right page 3)
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ The importance of planning (and it never goes to plan!) u On-sale u Translation / markets u Other brand activity u First orders u First deposits u Sponsorships / partnerships u Competitor launches u Venues, people, assets u Media deadlines u TV documentary u All protagonists u 18 months?
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ The importance of markets u Sell your cars u Won’t agree with your plans u Reality: right here right now
• Cars break • Economies crash • Different time-zones (and weekends)
u Feedback u Media relations
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ The importance of language u Tone u Attention Deficit Disorder u Platforms u Translation u Customer expectations
Your trusted adviser in the automotive industry
Authoring ￭ Translation ￭ Digital Media ￭ Print Media ￭ Content Strategy ￭ Public Relations
MIPAA: multi-media and media writing
§ Think like a customer u Tone u Attention Deficit Disorder u Platforms u Translation u Customer expectations (I am in charge) u Some statistics:
• YouTube 2017 • Burberry facebook trench coat challenge • Mobile in automotive in EU • Monthly car magazines in the UK • ARES press release