Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010 Monitor, Analyze, Discover, Engage Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global. Gain a better understanding of how your campaigns are performing and how you can adjust for greater success Discover opportunities and risks Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time

1. Social or not – it’s Media Relations
Lars Voedisch - lars.voedisch@dowjones.com - @larsv
Regional Head – Media Intelligence, APAC
Dow Jones & Company
© Copyright 2010 Dow Jones and Company |

2. Monitor, Analyze, Discover, Engage
Let’s start right here
 Who is regularly doing media
monitoring?
 Who is privately using Social Media?
 Who’s regularly doing SOCIAL media
monitoring?
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3. Social Media Relations: Everything Changes!?
Everything Nothing
Changes Changes
 From pitching to  It’s about
engaging in “Naked relationships and
Conversations” people
 “There is no market  It’s about being
for your message” relevant
 Command and  Not every negative
control, top down comment means a
message delivery is crisis
no longer an option –  You need to watch
it’s about your space: monitor
conversations and analyze
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4. How do we stay relevant and lead strategic
communications programs?
 It’s not traditional vs.
social media or old and
new media – it’s all media
relations.
 Let’s not just tweet
because it’s the hottest
tool at the moment
 Remember that now
everybody has a printing
press
Important rules in media relations remain the same:
Important rules in media relations remain the same:
--Stay transparent, authentic and relevant
Stay transparent, authentic and relevant
--It is all about building relationships
It is all about building relationships
--Becoming a valued, trusted resource to each contact
Becoming a valued, trusted resource to each contact
Source: Redefining Media Relations, Maureen O’Connell
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5. Must-Dos for PR Professionals in 2010:
You can’t outsource your strategy
 Agree and align your communications objectives
 Awareness
 Image / Reputation
 Sales
 Cost savings
 Something else?
 Track / Measure your success
 Build expertise and capacity (staff & tools): Social
media is neither cost-free nor will it fix it all.
 Think about relevance: Become a Content Creator
 Define your Rules of Engagement
 Bring Social Media Inside
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6. Monitor Analyze Discover Engage
Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow Jones and Company |

7. Monitor
Who’s Listening?
Monitor and Track what’s
relevant across media
channels / sources!
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8. Media Analysis: Stop confusing ROI with
results, and measurement with counting
 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
compare results against something — either
with your competition or with your own results
over time.
 You note the change, analyze the reasons why,
and improve your program accordingly.”
KD Payne
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
© Copyright 2010 Dow Jones and Company | 8

9. Media Analysis: Stop confusing ROI with
results, and measurement with counting
 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
Show you’re busy –
compare results against something — either
with your competition or with your own results
over time. or indispensable?
 You note the change, analyze the reasons why,
and improve your program accordingly.”
KD Payne
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
© Copyright 2010 Dow Jones and Company | 9

10. Analyze
Who are they
talking about?
Where is the
chatter
happening?
How good
is it?
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11. Analyze
Who’s talking
about you – and
your competitor?
Who’s talking
about you – and
your competitor?
Look at social vs
traditional media!
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12. Discover
iPhone
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”
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13. Engage and understand the influencers Engage
Remember: For most industries, Print is still king!
What they’re writing about…
…and how to contact them
Understand what journalists are actually writing about – no
guessing / feeling game
Build really targeted media list – no spam
Create a briefing book in minutes – instead of hours
© Copyright 2010 Dow Jones and Company | 13

14. Monitor Analyze Discover Engage
Summary:
Social Media Tips for PR Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Source: Social Media Tips for PR Professionals, Daniel Young
© Copyright 2010 Dow Jones and Company | 14

15. Monitor Analyze Discover Engage
Summary:
Social Media Tips for PR Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Important rules in media
Important rules in media
relations remain the same
relations remain the same
Source: Social Media Tips for PR Professionals, Daniel Young
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16. Monitor Analyze Discover Engage
Dow Jones services for Public Relations
& Corporate Communications
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow Jones and Company |

17. Questions?
Thank you.
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
© Copyright 2010 Dow Jones and Company |