MediaTalk 11th January 2011 is an event organized by Media Education CEE. The one on 11th January was called: The Czech Media Landscape in 2011: New Players, Old Games

1. Challenges in Setting PR Strategy
Martina Kemrová, Senior Head of Corporate Communication
11 January 2011

2. PR Strategy Setting – Inevitable Nightmare
Internal factors (80%)
Business and brand strategy (everything driven by brand?, facts/products/“HW“ or feelings/
emotions/people? Customer centricity?…)
Corporate culture
Management and their willingness/ability to take active part in PR
Resources
Coop with Marcom, Sponsoring, CSR, CS and others, their responsibilities
External factors (20%)
Image of the Co., competitors, the branch
Current position in the media – keep, improve, change completely?
Competitors’ activities
Overall mood in the society
Media environment

3. Challenges – Internal
Internal
Far too great expectations
No or vague briefs
Low understanding of PR basics (long-term
activity, consistency necessary, PR is not
advertising, etc.)
Lack of resources (money, time, ideas….)
Internal disputes (Marcom vs. PR, Sales vs.
Marketing, CEO against others)
….

4. Challenges – External
Media market
Frequent changes – media, journalists (as soon as you establish relations, the journalist
leaves…)
Journalists too busy to go into the depth of the topic or check the data
Internet media – lack of rules; low numbers? Let’s use a negative headline!; on-line discussion
groups
Negativity wins 22:48 Polish hooligans attack the Letna
Football Stadium, fighting one another.
Thirteen detained.
Social media 22:43 I know how Haider spent his last night,
claims a gay, a year after the Austrian politician
They don’t like us?!? deceased
22:12 Young driver dies in skid off road, into
Low level of control tree
Prevailing corporate strategy – “We’ll see“ 21:33 Broken roller-coaster injures seven at a
fair
Who’s responsible?
Desirable response time much shorter

5. Future PR
Higher proportion of WOM and social media = less
control, more emotions
We have to:
“Learn“ social media – closer cooperation of all dpts involved in
communication (Marcom, Customer Care…) inevitable
Keep the “old-fashioned“ standards (fair, timely, open
communication, etc.) + be faster
Get used to direct, continuous, emotional interaction with
customers
…ready?

6. Any questions?