Organizational Structure Running A Successful Business
Going live
1. finn 07TH
JUNE
2012
KRISTIEN VERMOESEN
MANAGING PARTNER
FINN Public Relations
www.finn.be
kristien.vermoesen@finn.be
Twitter: @kris10vermoesen
‘GOING LIVE:
HOW PR CAN PUT YOUR
COMPANY ON THE MAP’
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‘GOING LIVE’
(ONLINE) GATEKEEPERS ARE BECOMING MORE
‘EASY’
“CHURNALISM”
NEWS IS COVERED “BECAUSE OTHERS TALK ABOUT IT”
RISK: IF A CRISIS BREAKS, IT WILL BREAK FAST
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‘GOING LIVE’
MORE NEWS FOR FEWER JOURNALISTS
GENERALISTS INSTEAD OF SPECIALISTS
JOURNALISTS DON’T HAVE A ‘TECHNICAL’ BACKGROUND, YOU HAVE TO EXPLAIN
AS MUCH AS YOU CAN TO THEM.
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‘GOING LIVE’
24 HOUR NEWS CYCLE
TWITTER > ONLINE > RADIO > TV > PRINT MEDIA
source: Burson Marsteller
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‘GOING LIVE’
‘WITH AN EVER ACCELERATING
NEWS CYCLE, TRADITIONAL MEDIA
ARE DEEPENING.’
‘THAT IS WHY JOURNALISTS
+ 700 %
INCREASINGLY FALL BACK ON
“EXPERTS” ’
BETWEEN THE SIXTIES AND 2001:
NUMBER OF EXPERTS IN THE ME-
DIA
+ 700 %
(ERIK ALBAEK, UNIV OF SOUTH
DENMARK)
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‘GOING LIVE’
PUBLIC RELATIONS ARE NOT
MARKETING
MOST COMPANIES HAVE A LOT OF INTERESTING STORIES TO TELL, BUT: “WE
DON’T WANT TO COMMUNICATE ABOUT IT, BECAUSE IT DOESN’T FIT WITH OUR
MARKETING STRATEGY
PRESS OPPORTUNITIES GO BEYOND MARKETING; DON’T HESITATE TO STRETCH
YOUR BRAND, DON’T LIMIT IT TO WHAT YOU CAN DO WITH PAID MEDIA.
THERE IS ALWAYS A WAY TO TRANSLATE ONE OR SEVERAL VALUES OF YOUR
COMPANY THROUGH A GOOD PR STORY. BUT YOU CAN’T EXPECT THAT PR CON-
VEYS EVERY TINY DETAIL FROM YOUR MARKETING MESSAGE.
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‘GOING LIVE’
STORY MODEL ME
proximity
conflict
p
r
RATIONAL unusualness human EMOTION
o
interest
m
i
n
e newness
n timeliness
c
e significance
WORLD
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‘GOING LIVE’
1. OLD NEWS
JOURNALISTS HAVE A SIXTH SENSE FOR WHAT’S HOT OR WHAT’S NOT, JUST LIKE
LONDON TAXI DRIVERS KNOW THE CITY BY HEART
2. WRONG JOURNALIST
BUSINESS AND LIFESTYLE ARE TWO DIFFERENT THINGS
3. MISSING INFORMATION
HR IMAGES, URL, PRICE, CONTACT, ...
4. MISTAKES
NAMES, PHONE NUMBERS, E-MAIL, FIGURES, REFERENCES
5. SPAM
UNSUBSCRIBE LINK: JOURNALISTS ARE NOT OBLIGED TO RECEIVE YOUR NEWS
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‘GOING LIVE’
6. “FINAL READ” =! REWRITE
FINAL READ=CHECK IF THE INFORMATION IS CORRECT. JOURNALISTS ARE
USUALLY BETTER WRITERS THAN YOURSELF
7. RESPECT THE DEADLINE
5PM IS 5PM, NOT THE DAY AFTER. MAKE THIS CLEAR FOR EVERYONE IN YOUR
ORGANISATION, AT ALL LEVELS (THE SECRETARY TOO)
8. AND STILL... THEN... AND ALSO...
JOURNALISTS DON’T HAVE THE TIME OR THE PLACE TO MENTION ALL THE
SUBTLETIES
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‘GOING LIVE’
WHAT?!?!
Cher journaliste,
Riche en goût, fondant, croustillant et parfumé,
Nous sommes beaux, forts, et nous avons du caractère.
ES NO US ?
QU I SOMM
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‘GOING LIVE’
“YOU ARE OUR SECOND OPTION”.
WORSE, “YOUR TARGET AUDIENCE, YOUR HOUSE STYLE AND THE WAY YOU AP-
PROACH THINGS IN YOUR MAGAZINE COMPLETELY MATCH WHAT WE ARE LOOK-
ING FOR.” (HINT: CALL THE ADVERTISING DEPARTMENT)
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QUESTIONS?
FEEL FREE TO ASK THEM NOW, OR SEND AN E-MAIL TO :
KRISTIEN.VERMOESEN@FINN.BE
TWITTER : @KRIS10VERMOESEN
RSSFEED : HTTP://WWW.FINN.BE/FINN.RSS