De Worldcom Public Relations Group (groot netwerk van onafhankelijke PR-bureaus wereldwijd), heeft gisteren de resultaten bekendgemaakt van een Europees onderzoek naar trends in PR. Aan het onderzoek hebben 17 Europese PR-bureaus van de Worldcom PR Group EMEA deelgenomen, daarmee is het onderzoek niet representatief voor de branche. Uit het onderzoek blijkt, dat de rol van de media in de verschillende Europese landen verschilt. Eén ding hebben de ondervraagde landen echter gemeen: traditionele media spelen, ondanks de sterke opkomst van social media, in heel Europa nog steeds een zeer belangrijke rol in het bereiken van het publiek. Source: http://wk-pr.nl/worldcom/Worldcom%20Media%20Survey%20Dec10_Final.pdf

1. Media Survey
December 2010

2. Worldcom Media Survey
Description:
• Thi
This survey has been done with 17 agencies based in Central Europe ( Germany, Netherlands,
h b d i h 17 i b di C lE (G N h l d
Switzerland and Austria ), Eastern Europe ( Czech Republic, Lithuania, Poland, Russia, Slovenia
and Turkey ), Northern Europe ( Denmark, Finland, United Kingdom) and Southern Europe (
France, Italy, Spain and Portugal.
, y, p g
• The survey was done during the month of December 2010
• The purpose of this survey was to identify differences between regions when dealing with
media
• We have analyzed media trends across Europe in the following market sectors: Tourism, Public
Affairs, Pharmaceutical, IT, Technology and Electronics, Health, Fashion and Cosmetics, Food
and Beverage and Consumer Goods.

3. Worldcom Media Survey
Summary:
• Dailies and magazines are still the most important media in all industries. Bloggers appear to be
significant only in the Fashion and Cosmetics industry.
f l h h d d
• As a major trends, journalists prefer to be informed face to face during interviews or working lunches
versus press conferences and social events. Per regions, Northern European journalists would be
f d i l t P i N th E j li t ld b
more open to social events while in Southern Europe Press Conferences still attract them. Southern
and Eastern agencies can gather around 30 journalists in a Consumer Goods press conference while
Nordic and Central will gather around a third of that number.
g
• Journalists will only travel to events if their expenses are covered, and in Central Europe if it is
interesting enough for them.
g g
• Press releases should be localized. More than 80% of countries declare that journalists do not like to
receive them in English
• Social media is still not considered a tool for B2B communication, and less than 25% of journalists use
Twitter as a working tool.

4. Worldcom Media Survey
If you had a new client who is launching a new product for the first time in your market,
which would be the correct media mix in your media outreach?
Tourism
Public Affairs
Bloggers
Pharmaceutical
Dailies
IT , Technology, Electronics
Free lancers
Health
Magazine
Food and Beverage Newswire
Fashion / Cosmetics Radio/Tv
Consumer Goods
0% 20% 40% 60% 80% 100%

5. Worldcom Media Survey
If a new client was visiting your country for the first time and had no local offices, what event
format would you recommend to meet the press?
Press Meeting Format
11,8% 5,9%
29,4% 64,7%
29,4%
58,8%
One2one interviews in your office Breakfast/ Lunch with press
Press conference in one city Visit editors
Social event Press conference in multiple cities
p

6. Worldcom Media Survey
On the previous graphic we see the most recommended event formats when meeting the press
for the first time are one‐to‐one interviews and breakfast or lunch, across Europe. By regions,
Southern Europe gives the same importance to Press Conferences in one city but does not
recommend Social Events. In Central Europe, visit to editors is widely accepted by the media.
recommend Social Events In Central Europe visit to editors is widely accepted by the media
Northern European media are very keen on breakfast or lunch and social events. Eastern
Europe will recommend to cover more than one city when organizing a press conference.
Social event
Breakfast /Lunch
Visit editors South
North
One to one interviews Eastern
Central
Press conference in multiple cities
p
Press conference in one city
0% 10% 20% 30% 40% 50% 60% 70% 80%

7. Worldcom Media Survey
In a press conference, what is the maximum number of attendees you can expect in your
country?
Number of Attendees in Press Meetings
Public Affairs
Pharmaceutical
Fashion and Cosmetics
Fashion and Cosmetics
Food and Beverage
Health
Tourism
Technology
Consumer Goods
0 5 10 15 20 25 30

8. Worldcom Media Survey
As we have seen, the maximum number of attendees to a press conference or meetings will
depend largely on the market sector, but there are significant differences depending on in
which country it will take place. For example, the number of media attending a press
which country it will take place. For example, the number of media attending a press
conference in the technology industry is around 20 in Southern and Eastern Europe while in
Northern and Central will be less than 10. In the consumer goods industry we can find as much
as 40 media in Southern Europe and as less as 5 in Northern Europe.
40 37
35
30 29
25 22
21
20 Consumer Goods
17
15 Technology
10 8 8
5
5
0
Central Eastern North South

9. Worldcom Media Survey
Are editors and journalists in your country keen on travelling to other cities to attend
meetings / trade shows under their own expenses?
Travelling on Own Expenses
According to global results on the left,
only 2 out of 10 journalists will travel
17,6%
17 6% to an event on their own expenses
Yes
No
82,4%
South
Per regions, no Southern European
North
journalist will travel if his expenses are No
not payed by the client, while in Eastern
Yes
Northern Europe, 4 out of 10 will still
travel on their own expenses Central
0% 20% 40% 60% 80% 100%

10. Worldcom Media Survey
Are editors and journalists in your country keen on travelling to other cities to attend
meetings / trade shows if they are invited and expenses covered?
Travelling on Payed Expenses
Travelling on Payed Expenses
8 out f 10 j
8 t of 10 journalists will t
li t ill travel t an
l to
6%
12% event if the expenses are payed for.
There is a 6% that would not decide
on a monetary reason but on a quality
y q y
reason.
82%
Depends who is inviting and to what No Yes
South
In Central Europe only 6 out of 10
North
would attend a trade show or press
meeting even if it’s payed for while in
it s for, while in Eastern
Northern and Southern Europe all
invited journalists would attend. Central
0% 20% 40% 60% 80% 100%
Maybe No Yes

11. Worldcom Media Survey
Is sending press releases and corporate information in English to journalists in your country
effective?
Only two countries have answered yes
Press Releases in English to receiving press releases in English.
12% 6% One is UK, which is b i
O i UK hi h i obvious, and the d h
second one is Portugal. Portugal
prefers to recieve press releases in
English instead of Brazilian
of Brazilian
Portuguese. Lithuania answered “ I
don’t know” which reflects that the
English level is not homogeneous in
the media.
h di
82%
I don't know No Yes

12. Worldcom Media Survey
Would you recommend the use of Facebook in your country for a B2B Leadership
Recognition Campaign?
Facebook for B2B
29,4%
29 4%
Yes
No
70,6%
120%
100%
80%
60% No
Yes
40%
20%
0%
Central Eastern North South

13. Worldcom Media Survey
Question 9: Do journalists in your country use Twitter as a professional tool?
Twitter Use
70,6%
More than 75 %
Around 50%
23,5% Less than 25%
5,9%
The only country where more than 75% of journalist use Twitter
is Lithuania In the rest of the countries around 25% to 50%
Lithuania. In the of the countries, around 25% to 50%
of journalists use Twitter as a working tool.

14. Worldcom Media Survey
How would you rate your business in 2010 compared to 2009 in terms of monetary volume?
Business evolution 2010 vs 2009
Events
On line advertisement
Traditional advertisement Increased
Remained the same
Social Media
Decreased
D d
Crisis Communication
Press Office
0% 20% 40% 60% 80% 100%

15. Contact us!
This presentation has been prepared by:
Worldcom Marketing EMEA
ld k i
Contact: folch@lfchannel.com